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PAZARLAMA BAĞLAMINDA GELENEKSEL VE İNTERNETTE AĞIZDAN AĞIZA İLETİŞİM: KURAMSAL BİR ÇERÇEVE

Year 2009, Issue: 32, 113 - 134, 14.05.2015

Erkan Akar

Abstract

Ağızdan ağıza iletişim ya da sözlü/ağızdan iletişim, gerçekte insanların günlük yaşamlarında sıklıkla kullandıkları ve etkiye maruz kaldıkları iletişim şeklidir. Ağızdan ağıza iletişimin yarattığı etki özellikle internet kullanımının yaygınlaşmasıyla birlikte daha belirgin ve önemli hale gelmiştir. Pazarlamacıların konuya yakın ilgi göstermesiyle yeni bir boyut kazanan tüm kişilerarası iletişimler yakından izlenmeye başlamış ve yönlendirilmek istenmiştir. Çalışmada geleneksel ve internette ağızdan ağıza iletişim kavramlarının açıklanması ve özellikle pazarlama bağlamında ağızdan ağıza iletişimin hem geleneksel olarak hem internet boyutuyla ortaya konması amaçlanmaktadır. Bu amaçla pazarlama bağlamında kavramsal bir geleneksel ağızdan ağıza iletişim modeli ve internette ağızdan ağıza iletişim modeli ortaya konulmuştur.

Keywords

Geleneksel Ağızdan Ağıza İletişim Pazarlama Bağlamında Geleneksel Ağızdan Ağıza İletişim İnternette Ağızdan Ağıza İletişim Pazarlama Bağlamında İnternette Ağızdan Ağıza İletişim.

References

  • AHUJA Roshan D.; Tara Anne MICHELS, Mary Mazzei WALKER ve Mike WEISSBUCH; (2007), “Teen Perceptions of Disclosure in Buzz Mar- keting”, Journal of Consumer Marketing, 24(3), ss.151–159.
  • ALLARD, Stéphane; (2006), “Myths and Promises of Buzz Marketing”, Ed. Justin Kirby ve Paul Marsden, Connected Marketing The Viral, Buzz and Word of Mouth Revolution, s. 198, Elsevier Ltd., Burlington, ss.197-207.
  • ALLSOP, Dee T.; Bryce R. BASSETT, James A. HOSKINS; (2007), “Word- of-Mouth Research: Principles and Applications”, Journal Of Advertising Research, December, ss.398-411.
  • AMBLEE Naveen ve Tung BUI; (2007), “The Impact of Additional Electronic Word-of-Mouth on Sales of Digital Micro-products over Time: A Longitudinal Analysis of Amazon Shorts”, , HICSS, 40th Annual Hawaii International Conference on System Sciences , Issue , Jan. Page(s): stamp/stamp.jsp?t p=&arnumber=4076685&isnumber=4076362, Eri- şim Tarihi: 12.11.2008. Adresi;
  • http://ieeexplore.ieee.org/
  • BICKART, Barbara ve Robert M. SCHINDLER; (2001), “Internet Forums as Influential Sources of Consumer Information”, Journal of İnteractive Marketing, 15(3)/ Summer, ss.31-40.
  • BONE, Paula Fitzgerald; (1992), “Determinants of Word-Of-Mouth Communications During Product Consumption”, Advances in Consumer Research, 19, ss.579-583.
  • BROWN, Jo; Amanda J. BRODERICK ve Nick LEE; (2007), “Word of Mouth Communication within Online Communities: Conceptualizing The On- line Social Network”, Journal of interactive marketing, 21(3)/ summer, ss.2-20.
  • BRUYN, Arnaud De ve Gary L. LILIEN; (2008), “A Multi-stage Model of Word-of-Mouth Influence Through Viral Marketing”, International Journal of Research in Marketing, 25, ss.151–163.
  • BUTTLE, Francis A.; (1998), “Word of Mouth: Understanding and Managing Referral Marketing, Journal of Strategic Marketing, 6, ss.241–254.
  • CARL, Walter J.; (2006), “What's All The Buzz About?: Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices”, Management Communication Quarterly, 19, ss.601-634.
  • CARL, Walter J. ve Carey M. NOLAND; (2008), “The Conversational Geography of Word-of-Mouth Communication and Marketing Practice”, Communication Quarterly, 56(2), May, ss.184–207.
  • CHENG, Simone; Terry LAM ve Cathy H.C. HSU; (2006), “Negative Word-of- Mouth Communication Intention: An Application of the Theory of Planned Behavior”, Journal of Hospitality & Tourism Research, ss. 95-116.
  • DAVIS, Alanah ve Deepak KHAZANCHI; (2008) “An Empirical Study of On- line Word of Mouth as a Predictor for Multi-product Category e- Commerce Sales”, Electronic Markets, 18 (2), ss.130-141.
  • EATON, John; (2008), “e-Word-ofMouth Marketing”, İnternet adresi: http:// college.cengage.com/business/modules/eWOM_secure.pdf, Erişim Ta- rihi: 12.11.2008.
  • EDWARDS, Chad; Autumn EDWARDS; Qingmei QING ve Shawn T. WAHL; (2007), “The Influence of Computer-Mediated Word-of-Mouth Communication on Student Perceptions of Instructors and Attitudes Toward Learning Course Content”, Communication Education, 56(3), July, ss.255-277.
  • ENDO, Hiroto ve Masato NOTO; (2003), “A Word-of Mouth Information Recommender System Considering Information Reliability and User Preferences”, CD-ROM Proc. of 2003 IEEE International Conference on Systems, Man, and Cybernetics (SMC2003, Washington, D.C., 2003-10, ss.2990-2995.
  • ENNEW, Christine T.; Ashish.K. BANERJEE ve Derek LI (2000), “Managing Word of Mouth Communication: Empirical Evidence from India”, International Journal of Bank Marketing, 18(2), ss.75-83.
  • FONG, John ve Suzan BURTON; (2006). “Online Word-of-Mouth: A Comparisson of American and Chinese Discussion Boards”, Asia Pacific Journal of Marketing and Logistics, 18(2), ss.146-156.
  • GL MARKET RESEARCH; (2007), “White Paper: Tips for Effective Word of Mouth http://www.glmarketresearch.com/documents/WOMWhitePaper11.06. 07.pdf , Erişim tarihi: 12.11.2008. Volume 1, İnternet adresi;
  • GREMLER, Dwayne D.; Kevin P. GWINNER ve Stephen W. BROWN; (2001), “Generating Positive Word-of-Mouth Communication Through Customer-Employee Relationships”, International Journal of Service Industry Management, 12(1), 2001, ss.44-59.
  • HARRISON-WALKER, L. Jean; (2001), “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents”, Journal of Service Research, 4; ss.60-75.
  • HELM, Sabrina; (2000), “Viral Marketing – Establishing Customer Relationships by ‘Word-of-Mouse’”, Electronic Markets, 10(3), ss.158–161.
  • HENNIG-THURAU, T; Kevin P. GWINNER, Gianfranco WALSH ve Dwayne D. GREMLER; (2004), “Electronic Word-Of-Mouth Via Consumer- Opinion Platforms: What Motivates Consumers To Articulate Themselves On The Internet?”, Journal Of Interactive Marketing, 18(1) / Winter, ss.38-52.
  • JANG, H. Y.; I. S. KO, ve J. KOH; (2007), “The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty”, Proceedings of the 40th Hawaii International Conference on System Sciences, (HICSS), 154s.
  • KAMBE, Masahiko; Yuichi WASHIDA, Yosuke KINOSHITA ve Naoki TOMINAGA; (2007), “Correlation Between Word-of-Mouth Effects and New Media: Simulations of Japanese Media Environment Using Artificial Neural Network”, To Be Presented At: MiT5: Creativity, Ownership and Collaboration in The Digital Age April 28, İnternet ad- resi; http://web.mit.edu/ comm-forum/mit5/papers/kambe.pdf, Erişim tarihi: 12.11.2008.
  • KELLY, Lois; (2007), Beyond Buzz The Next Generation of Word-of- Mouth Marketing, AMACOM, New York, 228s.
  • LEA, Bih-Ru; Wen-Bin YU, Nisha MAGULURU ve Michael NICHOLS; (2006), “Enhancing Business Networks Using Social Network Based Virtual Communities”, Industrial Management & Data Systems, 106(1), ss.121-138.
  • LITVIN, S.W.; Ronald E. GOLDSMITH ve Bing PAN; (2008), “Electronic Word-of-Mouth in Hospitality and Tourism Management”, Tourism Management, 29, ss.458–468.
  • MARSDEN, Paul; (2006), “Introduction and Summary”, Ed. Justin KIRBY ve Paul MARSDEN, Connected Marketing The Viral, Buzz and Word of Mouth Revolution, 17, Elsevier Ltd., Burlington, ss.15-35.
  • MAZZAROL, Tim; Jillian C. SWEENEY ve Geoffrey N. SOUTAR; (2007), “Conceptualizing Word-of-Mouth Activity, Triggers and Conditions: An Exploratory Study”, European Journal of Marketing, 41(11/12), ss.1475-1494.
  • NEUMANN, Marco; Ina O’MURCHU, John BRESLIN, Stefan DECKER, Deirdre HOGAN ve Ciaran MACDONAILL; (2005), “Semantic Social Network Portal for Collaborative Online Communities”, Journal of European Industrial Training, 29(6), ss.472-487.
  • POLLACH, Irene; (2006), "Electronic Word of Mouth: A Genre Analysis of Product Reviews on Consumer Opinion Web Sites", Proceedings of the 39th Hawaii International Conference on System Sciences. Los Alamitos: IEEE Computer Society Press. 03, 51 c.
  • PROCTER, Joanne ve Martyn RICHARDS; (2002), “Word-of-Mouth Marke- ting: Beyond Pester Power,”Advertising & Marketing to Children, World Advertising Research Center, April–June, (pdf versiyon).
  • SERNOVITZ, Andy; Seth GODIN ve Guy KAWASKI; (2006), Word of Mouth Marketing : How Smart Companies Get People Talking, (e- book) Dearborn Trade, A Kaplan Professional Company. 179s.
  • SCHINDLER, Robert M. ve Barbara BICKART; (2005), “Published Word of Mouth: Referable, Consumer-Generated Information on the Internet,” in Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, C.P. HAUGTVEDT, K.A. MACHLEIT, and R.F. YALCH (eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, s.35-61.
  • STOKES, David ve Wendy LOMAX; (2002), “Taking Control of Word of Mouth Marketing: The Case of an Entrepreneurial Hotelier”, Journal of Business and Enterprise Development, 9(4), ss.349-357.
  • SUN, Tao; Seounmi YOUN, Guohua WU ve Mana KUNTARAPORN; (2006), “Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences”, Journal of Computer-Mediated Communication, 11, ss.1104–1127.
  • WOERNDL, Maria; Savvas PAPAGIANNIDIS, Michael BOURLAKIS ve Feng LI; (2008), “Internet-induced Marketing Techniques: Critical Factors in Viral Marketing Campaigns”, International Journal of Business Science and Applied Management, 3(1),ss.33-45.
  • WOMMA; (2006), “Word of Mouth 101 An Introduction to Word of Mouth Marketing” A WOMMA White Paper, February 1, İnternet Adresi: http://www.womma.org/content/womma_wom101.pdf, Erişim Tarihi: 12.11.2008.

Year 2009, Issue: 32, 113 - 134, 14.05.2015

Erkan Akar

Abstract

References

  • AHUJA Roshan D.; Tara Anne MICHELS, Mary Mazzei WALKER ve Mike WEISSBUCH; (2007), “Teen Perceptions of Disclosure in Buzz Mar- keting”, Journal of Consumer Marketing, 24(3), ss.151–159.
  • ALLARD, Stéphane; (2006), “Myths and Promises of Buzz Marketing”, Ed. Justin Kirby ve Paul Marsden, Connected Marketing The Viral, Buzz and Word of Mouth Revolution, s. 198, Elsevier Ltd., Burlington, ss.197-207.
  • ALLSOP, Dee T.; Bryce R. BASSETT, James A. HOSKINS; (2007), “Word- of-Mouth Research: Principles and Applications”, Journal Of Advertising Research, December, ss.398-411.
  • AMBLEE Naveen ve Tung BUI; (2007), “The Impact of Additional Electronic Word-of-Mouth on Sales of Digital Micro-products over Time: A Longitudinal Analysis of Amazon Shorts”, , HICSS, 40th Annual Hawaii International Conference on System Sciences , Issue , Jan. Page(s): stamp/stamp.jsp?t p=&arnumber=4076685&isnumber=4076362, Eri- şim Tarihi: 12.11.2008. Adresi;
  • http://ieeexplore.ieee.org/
  • BICKART, Barbara ve Robert M. SCHINDLER; (2001), “Internet Forums as Influential Sources of Consumer Information”, Journal of İnteractive Marketing, 15(3)/ Summer, ss.31-40.
  • BONE, Paula Fitzgerald; (1992), “Determinants of Word-Of-Mouth Communications During Product Consumption”, Advances in Consumer Research, 19, ss.579-583.
  • BROWN, Jo; Amanda J. BRODERICK ve Nick LEE; (2007), “Word of Mouth Communication within Online Communities: Conceptualizing The On- line Social Network”, Journal of interactive marketing, 21(3)/ summer, ss.2-20.
  • BRUYN, Arnaud De ve Gary L. LILIEN; (2008), “A Multi-stage Model of Word-of-Mouth Influence Through Viral Marketing”, International Journal of Research in Marketing, 25, ss.151–163.
  • BUTTLE, Francis A.; (1998), “Word of Mouth: Understanding and Managing Referral Marketing, Journal of Strategic Marketing, 6, ss.241–254.
  • CARL, Walter J.; (2006), “What's All The Buzz About?: Everyday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices”, Management Communication Quarterly, 19, ss.601-634.
  • CARL, Walter J. ve Carey M. NOLAND; (2008), “The Conversational Geography of Word-of-Mouth Communication and Marketing Practice”, Communication Quarterly, 56(2), May, ss.184–207.
  • CHENG, Simone; Terry LAM ve Cathy H.C. HSU; (2006), “Negative Word-of- Mouth Communication Intention: An Application of the Theory of Planned Behavior”, Journal of Hospitality & Tourism Research, ss. 95-116.
  • DAVIS, Alanah ve Deepak KHAZANCHI; (2008) “An Empirical Study of On- line Word of Mouth as a Predictor for Multi-product Category e- Commerce Sales”, Electronic Markets, 18 (2), ss.130-141.
  • EATON, John; (2008), “e-Word-ofMouth Marketing”, İnternet adresi: http:// college.cengage.com/business/modules/eWOM_secure.pdf, Erişim Ta- rihi: 12.11.2008.
  • EDWARDS, Chad; Autumn EDWARDS; Qingmei QING ve Shawn T. WAHL; (2007), “The Influence of Computer-Mediated Word-of-Mouth Communication on Student Perceptions of Instructors and Attitudes Toward Learning Course Content”, Communication Education, 56(3), July, ss.255-277.
  • ENDO, Hiroto ve Masato NOTO; (2003), “A Word-of Mouth Information Recommender System Considering Information Reliability and User Preferences”, CD-ROM Proc. of 2003 IEEE International Conference on Systems, Man, and Cybernetics (SMC2003, Washington, D.C., 2003-10, ss.2990-2995.
  • ENNEW, Christine T.; Ashish.K. BANERJEE ve Derek LI (2000), “Managing Word of Mouth Communication: Empirical Evidence from India”, International Journal of Bank Marketing, 18(2), ss.75-83.
  • FONG, John ve Suzan BURTON; (2006). “Online Word-of-Mouth: A Comparisson of American and Chinese Discussion Boards”, Asia Pacific Journal of Marketing and Logistics, 18(2), ss.146-156.
  • GL MARKET RESEARCH; (2007), “White Paper: Tips for Effective Word of Mouth http://www.glmarketresearch.com/documents/WOMWhitePaper11.06. 07.pdf , Erişim tarihi: 12.11.2008. Volume 1, İnternet adresi;
  • GREMLER, Dwayne D.; Kevin P. GWINNER ve Stephen W. BROWN; (2001), “Generating Positive Word-of-Mouth Communication Through Customer-Employee Relationships”, International Journal of Service Industry Management, 12(1), 2001, ss.44-59.
  • HARRISON-WALKER, L. Jean; (2001), “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents”, Journal of Service Research, 4; ss.60-75.
  • HELM, Sabrina; (2000), “Viral Marketing – Establishing Customer Relationships by ‘Word-of-Mouse’”, Electronic Markets, 10(3), ss.158–161.
  • HENNIG-THURAU, T; Kevin P. GWINNER, Gianfranco WALSH ve Dwayne D. GREMLER; (2004), “Electronic Word-Of-Mouth Via Consumer- Opinion Platforms: What Motivates Consumers To Articulate Themselves On The Internet?”, Journal Of Interactive Marketing, 18(1) / Winter, ss.38-52.
  • JANG, H. Y.; I. S. KO, ve J. KOH; (2007), “The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty”, Proceedings of the 40th Hawaii International Conference on System Sciences, (HICSS), 154s.
  • KAMBE, Masahiko; Yuichi WASHIDA, Yosuke KINOSHITA ve Naoki TOMINAGA; (2007), “Correlation Between Word-of-Mouth Effects and New Media: Simulations of Japanese Media Environment Using Artificial Neural Network”, To Be Presented At: MiT5: Creativity, Ownership and Collaboration in The Digital Age April 28, İnternet ad- resi; http://web.mit.edu/ comm-forum/mit5/papers/kambe.pdf, Erişim tarihi: 12.11.2008.
  • KELLY, Lois; (2007), Beyond Buzz The Next Generation of Word-of- Mouth Marketing, AMACOM, New York, 228s.
  • LEA, Bih-Ru; Wen-Bin YU, Nisha MAGULURU ve Michael NICHOLS; (2006), “Enhancing Business Networks Using Social Network Based Virtual Communities”, Industrial Management & Data Systems, 106(1), ss.121-138.
  • LITVIN, S.W.; Ronald E. GOLDSMITH ve Bing PAN; (2008), “Electronic Word-of-Mouth in Hospitality and Tourism Management”, Tourism Management, 29, ss.458–468.
  • MARSDEN, Paul; (2006), “Introduction and Summary”, Ed. Justin KIRBY ve Paul MARSDEN, Connected Marketing The Viral, Buzz and Word of Mouth Revolution, 17, Elsevier Ltd., Burlington, ss.15-35.
  • MAZZAROL, Tim; Jillian C. SWEENEY ve Geoffrey N. SOUTAR; (2007), “Conceptualizing Word-of-Mouth Activity, Triggers and Conditions: An Exploratory Study”, European Journal of Marketing, 41(11/12), ss.1475-1494.
  • NEUMANN, Marco; Ina O’MURCHU, John BRESLIN, Stefan DECKER, Deirdre HOGAN ve Ciaran MACDONAILL; (2005), “Semantic Social Network Portal for Collaborative Online Communities”, Journal of European Industrial Training, 29(6), ss.472-487.
  • POLLACH, Irene; (2006), "Electronic Word of Mouth: A Genre Analysis of Product Reviews on Consumer Opinion Web Sites", Proceedings of the 39th Hawaii International Conference on System Sciences. Los Alamitos: IEEE Computer Society Press. 03, 51 c.
  • PROCTER, Joanne ve Martyn RICHARDS; (2002), “Word-of-Mouth Marke- ting: Beyond Pester Power,”Advertising & Marketing to Children, World Advertising Research Center, April–June, (pdf versiyon).
  • SERNOVITZ, Andy; Seth GODIN ve Guy KAWASKI; (2006), Word of Mouth Marketing : How Smart Companies Get People Talking, (e- book) Dearborn Trade, A Kaplan Professional Company. 179s.
  • SCHINDLER, Robert M. ve Barbara BICKART; (2005), “Published Word of Mouth: Referable, Consumer-Generated Information on the Internet,” in Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, C.P. HAUGTVEDT, K.A. MACHLEIT, and R.F. YALCH (eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, s.35-61.
  • STOKES, David ve Wendy LOMAX; (2002), “Taking Control of Word of Mouth Marketing: The Case of an Entrepreneurial Hotelier”, Journal of Business and Enterprise Development, 9(4), ss.349-357.
  • SUN, Tao; Seounmi YOUN, Guohua WU ve Mana KUNTARAPORN; (2006), “Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences”, Journal of Computer-Mediated Communication, 11, ss.1104–1127.
  • WOERNDL, Maria; Savvas PAPAGIANNIDIS, Michael BOURLAKIS ve Feng LI; (2008), “Internet-induced Marketing Techniques: Critical Factors in Viral Marketing Campaigns”, International Journal of Business Science and Applied Management, 3(1),ss.33-45.
  • WOMMA; (2006), “Word of Mouth 101 An Introduction to Word of Mouth Marketing” A WOMMA White Paper, February 1, İnternet Adresi: http://www.womma.org/content/womma_wom101.pdf, Erişim Tarihi: 12.11.2008.
There are 40 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Erkan Akar This is me

Publication Date May 14, 2015
Published in Issue Year 2009 Issue: 32

Cite

APA Akar, E. (2015). PAZARLAMA BAĞLAMINDA GELENEKSEL VE İNTERNETTE AĞIZDAN AĞIZA İLETİŞİM: KURAMSAL BİR ÇERÇEVE. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(32), 113-134.

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