Year 2017, Volume 17 , Issue 35, Pages 81 - 100 2017-06-10

Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi
The Importance of Electronic Word of Mouth in the Marketing Literature

Meltem Yetkin ÖZBÜK [1] , Şafak AKSOY [2]


Bu çalışmanın amacı, elektronik ağızdan ağıza iletişim (E-AAİLT) konusunun pazarlama alanındaki önemini açıklamaktır. Bu amaçla, öncelikle, ağızdan ağıza iletişim (AAİLT) ve elektronik ağızdan ağıza iletişim (E-AAİLT) süreçleri anlatılmış ve bu süreçler arasındaki farklılıklar ortaya koyulmuştur. Sonrasında, yapılan sistematik bir literatür araştırması ile H indeksine göre belirlenmiş en iyi pazarlama dergilerinde E-AAİLT konusu ile ilgili yayınlanmış makaleler incelenmiştir. Bunun sonucunda, E-AAİLT’in “online ağızdan ağıza iletişim”, “online yorum” ve “online tavsiye” kelime grupları ile literatürde ifade edildiği görülmüştür. Ayrıca, bu konu ile ilgili ilk makalenin 2000 yılında yayınlandığı ve 2008 yılından sonra yapılan yayınların sayısında hızlı bir artış olduğu belirlenmiştir. Bu araştırma, E-AAİLT konusunun dünü ve bugünü ile ilgili önemli bulgular sunmaktadır.

This study aims to explain the importance of electronic word of mouth (E-WOM) in the marketing field. For this purpose, word of mouth (WOM) and electronic word of mouth (E-WOM) processes were explained firstly, and the differences between these processes were revealed. Then, the articles

This study aims to explain the importance of electronic word of mouth (E-WOM) in the marketing field. For this purpose, word of mouth (WOM) and electronic word of mouth (E-WOM) processes were explained firstly, and the differences between these processes were revealed. Then, the articles about this topic published in the best marketing journals according to H index were inspected by a systematic literature review. It was observed that E-WOM is mentioned by “online word of mouth”, “online review” and “online recommendation” word groups in the literature. Additionally, the first article was published in 2000 and the number of studies about this subject has increased after 2008. This study presents findings about the past and today of the topic.

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Journal Section Articles
Authors

Author: Meltem Yetkin ÖZBÜK

Author: Şafak AKSOY

Dates

Application Date : June 20, 2017
Acceptance Date : January 27, 2017
Publication Date : June 10, 2017

Bibtex @research article { auiibfd322648, journal = {Akdeniz İİBF Dergisi}, issn = {1302-9975}, eissn = {2667-7229}, address = {AKDENİZ ÜNİVERSİTESİ İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ DEKANI DUMLUPINAR CAD. ANTALYA}, publisher = {Akdeniz University}, year = {2017}, volume = {17}, pages = {81 - 100}, doi = {10.25294/auiibfd.322648}, title = {Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi}, key = {cite}, author = {Özbük, Meltem Yetkin and Aksoy, Şafak} }
APA Özbük, M , Aksoy, Ş . (2017). Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi . Akdeniz İİBF Dergisi , 17 (35) , 81-100 . DOI: 10.25294/auiibfd.322648
MLA Özbük, M , Aksoy, Ş . "Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi" . Akdeniz İİBF Dergisi 17 (2017 ): 81-100 <https://dergipark.org.tr/en/pub/auiibfd/issue/29939/322648>
Chicago Özbük, M , Aksoy, Ş . "Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi". Akdeniz İİBF Dergisi 17 (2017 ): 81-100
RIS TY - JOUR T1 - Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi AU - Meltem Yetkin Özbük , Şafak Aksoy Y1 - 2017 PY - 2017 N1 - doi: 10.25294/auiibfd.322648 DO - 10.25294/auiibfd.322648 T2 - Akdeniz İİBF Dergisi JF - Journal JO - JOR SP - 81 EP - 100 VL - 17 IS - 35 SN - 1302-9975-2667-7229 M3 - doi: 10.25294/auiibfd.322648 UR - https://doi.org/10.25294/auiibfd.322648 Y2 - 2017 ER -
EndNote %0 Akdeniz İİBF Dergisi Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi %A Meltem Yetkin Özbük , Şafak Aksoy %T Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi %D 2017 %J Akdeniz İİBF Dergisi %P 1302-9975-2667-7229 %V 17 %N 35 %R doi: 10.25294/auiibfd.322648 %U 10.25294/auiibfd.322648
ISNAD Özbük, Meltem Yetkin , Aksoy, Şafak . "Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi". Akdeniz İİBF Dergisi 17 / 35 (June 2017): 81-100 . https://doi.org/10.25294/auiibfd.322648
AMA Özbük M , Aksoy Ş . Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi. Akdeniz İİBF Dergisi. 2017; 17(35): 81-100.
Vancouver Özbük M , Aksoy Ş . Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi. Akdeniz İİBF Dergisi. 2017; 17(35): 81-100.
IEEE M. Özbük and Ş. Aksoy , "Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi", Akdeniz İİBF Dergisi, vol. 17, no. 35, pp. 81-100, Jun. 2017, doi:10.25294/auiibfd.322648