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What is Referral Marketing

Chapter 3
Impacts of Online Advertising on Business Performance
A business strategy which also known as, Word-of-Mouth marketing or Viral marketing. A product or service related message, images or videos are transmitted to other consumers verbally or virally through consumers.
Published in Chapter:
A Relationship Marketing Strategy in Brand Communication: Influencer Marketing Strategy
Bülent Özsaçmacı (Çankaya University, Turkey) and Tolga Dursun (Abant İzzet Baysal Üniversitesi, Turkey)
Copyright: © 2020 |Pages: 29
DOI: 10.4018/978-1-7998-1618-8.ch003
Abstract
Influencer marketing increases brand awareness by generating appropriate content to attract the attention of consumers in a virtual environment in accordance with the brand texture. This chapter explores research to determine importance of influencer marketing in the brand communication area, which is based on relationship marketing. Authors mainly focus on influencer marketing and its connection with relationship marketing. They describe the constituent parts of the topics and illustrate them with the case studies and statistical facts. The authors strongly claim influencer marketing shares similar variables with relationship marketing and their basic keywords are related.
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