Year 2012, Volume 26, Issue 2, Pages 191 - 204 2012-04-30

AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ

Eda Atılgan İnan [1]

449 885

Pazarlama alanındaki profesyoneller ve akademisyenler arasında, ağızdan ağıza pazarlamanın son dönemlerde yeniden yükselişi dikkat çekici düzeydedir. Tüketici satın alma karar sürecinin her aşamasında etkin olan ağızdan ağıza pazarlama faaliyetleri, özellikle İnternet’in hızla yaygınlaşmasıyla geleneksel pazarlama stratejilerinin etkinliğini sorgular olmuştur. Bu makalede “ağızdan ağıza pazarlama” kavramı, pazarlama alanındaki Sosyal Bilimler Atıf İndeksi’nde (SSCI) taranan bilimsel makaleler kapsamında incelenmiştir. Bu çalışmanın, ilgili alanda çalışmak isteyenlere, araştırma probleminin tanımlanmasında, modelinin oluşturulmasında, ağızdan ağıza pazarlamaya ilişki değişkenlerin ortaya konmasında önemli ipuçları sunduğu düşünülmektedir.
ağızdan ağıza pazarlama, pazarlama dergileri, İnternet tüketici davranışı
  • Anderson, E.W. (1998), “Customer Satisfaction and Word of Mouth”, Journal of Service Research, 1(1), ss.5–17.
  • Berry, L.L. (1980), “Services Marketing is Different”, Business, 30(May/June), ss.24-9.
  • Bowman, D. ve Narayandas, D. (2001), “Managing Customer-Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word-of-Mouth Behavior”, Journal of Marketing Research, 38, ss.291–297.
  • Brown, T.J., Barry, T.E., Dacin, P.A. ve Gunst, R.F. (2005), “Spreading the Word: Investigating Antecedents of Consumers' Positive Word-Of- Mouth Intentions and Behaviors in a Retailing Context”, Journal of The Academy of Marketing Science, 33(2), ss.123-138.
  • Carroll, B.A. ve Ahuvia, A.C. (2006), “Some Antecedents and Outcomes of Brand Love”, Marketing Letters, 17(2), ss.79-89.
  • Dellarocas, C., Zhang, X.Q. ve Awad, N.F. “Exploring The Value of Online Product Reviews in Forecasting Sales: The Case of Motion Pictures”, Journal of Interactive Marketing, 21(4), ss.23-45.
  • Eliashberg, J., Jonker, J.J., Sawhney, M.S. ve Wierenga, B. (2000), “MOVIEMOD: An Implementable Decision-Support System for Prerelease Market Evaluation of Motion Pictures”, Marketing Science, 19(3), ss.226-243.
  • Foster, A. ve Rosenzweig, M. (1995), “Learning by Doing and Learning from Others: Human Capital and Technical Change in Agriculture”, Journal of Political Economy, 103(6), ss.1176–1210.
  • Godes, D. ve Mayzlin, D. (2004), “Using Online Conversations to Study Word- Of-Mouth Communication”, Marketing Science, 23(4), ss.445-560.
  • Goldenberg, J., Libai, B. ve Muller, E. (2001), “Talk of the Network: A Complex Systems Look at the Underlying Process of Word-of-Mouth”, Marketing Letters, 12(3), ss. 211-223.
  • Hahn, M., Park, S., Krishnamurthi, L. ve Zoltners, A.A. (1994), “Analysis of New Product Diffusion Using A 4-Segment Trial-Repeat Model”, Marketing Science, 13(3), ss.224-247.
  • Iacobucci, D. ve Hopkins, N. (1992), “Modeling Dyadic Interactions And Networks in Marketing”, Journal of Marketing Research, 29(1), ss.5- 17.
  • Kozinets, R.B., de Valck, K., Wojnicki, A.C. ve Wilner, S.J.S. (2010), “Networked Narratives: UnderstandingWord-of-Mouth Marketing in Online Communities”, Journal of Marketing, 74 (March), ss.71–89.
  • Kumar, V., Bohling, T.R. ve Ladda, R.N. (2003), “Antecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship Marketing”, Industrial Marketing Management, 32(8), ss.667-676.
  • Kumar, V. ve Krishnan, T.V. (2002), “Multinational Diffusion Models: An AlternativeFramework”, Marketing Science, 21(3), ss.318-330.
  • Marketing Science Institute, MSI. (2010), “2006–2008 Research Priorities”, www.msi.org/pdf/MSI_RP06-08.pdf [erişim tarihi: 18.08.2010].
  • Mayzlin, D. (2006), “Promotional Chat on the Internet”, Marketing Science, 25(2),ss.155-163. Merton, R.K. (1968), Social Theory and Social Structure, The Free Press, New York, NY.
  • Morgan, N.A. ve Rego, L.L. (2006), “The Value of Different Customer Satisfaction and Loyalty Metrics In Predicting Business Performance”, Marketing Science, 25(5), ss.426-439.
  • Murray, K.B. (1991), “A Test of Services Marketing Theory - Consumer Information Acquisition Activities”, Journal of Marketing, 55(1), ss.10- 25.
  • Nyer, P.U. (1997), “A Study of the Relationships Between Cognitive Appraisals and Consumption Emotions”, Journal of The Academy of Marketing Science, 25(4), ss. 296-304.
  • Price, L.L. ve Arnould, E.J. (1999), “Commercial friendships: Service provider- client relationships in context” , Journal of Marketing, 63(4), ss. 38-56.
  • Stephens, N. ve Gwinner, K.P. (1998), “Why Don't Some People Complain? A Cognitive-Emotive Process Model of Consumer Complaint Behavior”, Journal of The Academy of Marketing Science, 26(3), ss.172-189.
  • Winer, R.S. (2009), “New Communications Approaches in Marketing: Issues and Research Directions”, Journal of Interactive Marketing, 23(2), ss.108-117.
  • Villanueva, J., Yoo, S. Ve Hanssens, D.M. (2008), “ The Impact of Marketing- Induced versus Word-Of-Mouth Customer Acquisition on Customer Equity Growth”, Journal of Marketing Research, 45(1), ss. 48-59.
  • Zeithaml, V.A., Parasuraman, A. ve Berry, L.L. (1985), “Problems and Strategies in Services Marketing”, Journal of Marketing, 49(2), ss.33- 46.
Primary Language tr;en
Journal Section Makaleler
Authors

Author: Eda Atılgan İnan

Dates

Publication Date: April 30, 2012

Bibtex @ { atauniiibd35536, journal = {Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi}, issn = {1300-4646}, eissn = {2147-7582}, address = {Ataturk University}, year = {2012}, volume = {26}, pages = {191 - 204}, doi = {}, title = {AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ}, key = {cite}, author = {Atılgan İnan, Eda} }
APA Atılgan İnan, E . (2012). AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 26 (2), 191-204. Retrieved from http://dergipark.org.tr/atauniiibd/issue/2705/35536
MLA Atılgan İnan, E . "AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ". Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi 26 (2012): 191-204 <http://dergipark.org.tr/atauniiibd/issue/2705/35536>
Chicago Atılgan İnan, E . "AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ". Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi 26 (2012): 191-204
RIS TY - JOUR T1 - AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ AU - Eda Atılgan İnan Y1 - 2012 PY - 2012 N1 - DO - T2 - Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi JF - Journal JO - JOR SP - 191 EP - 204 VL - 26 IS - 2 SN - 1300-4646-2147-7582 M3 - UR - Y2 - 2019 ER -
EndNote %0 Journal of Economics and Administrative Sciences AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ %A Eda Atılgan İnan %T AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ %D 2012 %J Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi %P 1300-4646-2147-7582 %V 26 %N 2 %R %U
ISNAD Atılgan İnan, Eda . "AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ". Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi 26 / 2 (April 2012): 191-204.
AMA Atılgan İnan E . AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2012; 26(2): 191-204.
Vancouver Atılgan İnan E . AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2012; 26(2): 204-191.