AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ

Yıl 2012, Cilt: 26 Sayı: 2, 191 - 204, 30.04.2012

Eda Atılgan İnan

Öz

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.

Anahtar Kelimeler

ağızdan ağıza pazarlama, pazarlama dergileri, İnternet tüketici davranışı

Kaynakça

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