The Importance of Electronic Word of Mouth in the Marketing Literature

Year 2017, Volume: 17 Issue: 35, 81 - 100, 10.06.2017

Meltem Yetkin Özbük Şafak Aksoy

https://doi.org/10.25294/auiibfd.322648

Cited By: 1

Abstract

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.

Keywords

Electronic Word Of Mouth, Online Word Of Mouth, Online Review, Online Recommendation, Literature Review

Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi

Abstract

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.

Keywords

Elektronik Ağızdan Ağıza İletişim, Online Ağızdan Ağıza İletişim, Online Yorum, Online Tavsiye, Literatür Araştırması

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