BibTex RIS Kaynak Göster

-

Yıl 2014, Cilt: 9 Sayı: 36, 6283 - 6298, 26.01.2015

Eda Öztürk

Öz

Word of mouth is one of the oldest form of advertising. The emergence of word of mouth advertising is fueled by the rise of internet. Internet is created a new channel for word of mouth advertising and social networks are one of them. But it’s stil a new phenomen and there are not much study done in this field. Therefore this study starts from the development of the practice and go through the features, components and types of word of mouth advertising focused on internet. In this research consumer attitudes towards social networks and advertising on these channels are investigated by a qualitative research. As a social network Facebook and Twitter are examined. After focus group studies; informativeness, entertainment, irritation, agenda setting are found as factors of determinative of the consumer attitude toward social networks ads

Anahtar Kelimeler

Internet Advertising Word of Mouse Social Networks Attitude

Kaynakça

  • Allsop, Dee T., Bryce R. Bassett and James A. Hoskins. 2007. “Word of Mouth Research: Principles and Applications.” Journal of Advertising Research 47(4): 398-411.
  • Arndt, J. 1967. “Role of Product Related Conversations in the Diffusion of a New Product.” Journal of Marketing Research 4 (3): 291-295.
  • Breakenridge, D. 2008. PR 2.0 New Media, New Tools, New Audiences. New Jersey: Pearson.
  • Buttle, Francis A. 1998. “Word of Mouth: Understanding and Managing Referral Marketing.” Journal of Strategic Marketing 6(3): 241-254.
  • Chu, S., and Yoojung Kim. 2011. “Determinants of Consumer Engagement in Electronic Word of Mouth.” Journal of Advertising Research 30 (1): 47-75.
  • Damian, R., and Calvin Jones. 2009. Understanding Digital Marketing( First Edition). Philadelphia: Kogan Page.
  • Demirel, F. 2012. “Comscore Ocak 2012 için Türkiye’nin En popüler 20 Web Sitesini Açıkladı.” Webrazzi.com. Accessed April 11, 2012. http://www.webrazzi.com/2012/02/22/comscore-turkiye-ocak-2012-web/
  • Dickey, Irene J., and W. F. Lewis. 2011. “An Overview of Digital Media & Advertising.” In Digital Media and Advertising, edited by Matthew S. Eastin, Terry Daugherty and Neal M. Burns, 1-31. New York: Information Science Reference.
  • Ducoffe, Robert H. 1996. “Advertising Value and Advertising on the Web.” Journal of Advertising Research 36 (5): 21-35. Socialbakers Social Media. 2012. Facebook Statistics- July 2012. Last modified 2012. http://www.socialbakers.com/facebook-statistics/
  • Gangadharbatla, H. 2011. “Motivations for Social Networking Site Adoption.” In Digital Media & Advertising, edited by Matthew S. Eastin, Terry Daugherty and Neal M. Burns, 262-274. New York: Information Science Reference.
  • Gillin, Paul. 2007. The New Influencers (First Edition). California: Quill Driver Books.
  • Hanjun, K., C. H. Cho, and M. S. Roberts. 2005. “Internet Uses and Gratifications.” Journal of Advertising Research 34(2): 57-70.
  • Ho-Dac, N. N., S. J. Carson, and W. L. Moore. 2013. “The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter.” Journal of Marketing 77(6): 37-53.
  • Hung, K. H. and S. Y. Li. 2007. “The Influence of eWOM on Virtual Communities: Social Capital, Consumer Learning and Behavioural Outcomes." Journal of Advertising Research 47 (4): 485-495.
  • IAB Türkiye. 2011. Haber Bülteni. Last modified 2012. http://www.iabturkiye.org/sites/default/files/iab_bulten- haziran-2011.pdf
  • Johnson, Thomas J., Barbara K. Kaye, Shannon L. Bichard, and W. J. Wong. 2007. “Every Blog Has Its Day: Politically-Interested Internet Users’ Perceptions of Blog Credibility.” Journal Computer Mediated Communication 13(1): 100-122.
  • Katz, E. 1957. “The Two Step Flow of Communication: An Up to Date Report on an Hypothesis.” Public Opinion Quarterly, 21 (1): 61-78.
  • Keller, E. 2007. “Unleashing The Power of Word of Mouth: Creating Brand Advocacy to Drive Growth.” Journal of Advertising Research 47 (4): 448-452.
  • Lee, M., and S. Youn. 2009. “Electronic Word of Mouth.” Journal of Advertising 28 (3): 473-499.
  • Lis, B., and M. Horst. 2013. “Electronic Word of Mouth Impacts: A Spotlight on Customer Integration.” Journal of Media Business Studies 10 (4): 41-62.
  • Lutz, R.J., and S. B. McKenzie. 1989. “An Empirical Examination of the Structural Antecedents of Attitude towards the Ad in an Advertising Pretesting Context.” Journal of Marketing 53 (4): 48-65.
  • Mittal, B. 1994. “Public Assessment of TV Advertising: Faint Praise and Harsh Criticism.” Journal of Advertising Research 34 (1): 35-53.
  • Okazaki, S. 2009.” Social Influence Model and Electronic Word of Mouth.” International Journal of Advertising 28 (3): 439-472.
  • Papacharissi, Z., and A. M. Rubin. 2000. “Predictors of Internet Use.” Journal of Broadcasting & Electronic Media 44(2): 175-196.
  • Parent, I., and N. Cruickshank. 2009. “The Growth of the Internet and Knowledge Networks and Their Impact in the Developing World.” Information Development 25(2): 91-98.
  • Phelps, J. E., R. Lewis, L. Mobilio, D. Perry, and N. Raman. 2004. “Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along E-mail.” Journal of Advertising Research 44(4): 333–348.
  • Reigner, C. 2007. “Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Fecision.” Journal of Advertising Research 47 (4): 436-447.
  • Rodgers, S., and K. M. Sheldon. 2002. “An Improved Way to Characterize Internet Users.” Journal of Advertising Research 42(5): 85-96.
  • Romaniuk, J. 2007. “Word of Mouth and the Viewing of Tv Programs.” Journal of Advertising Research 47 (4): 462- 471.
  • Schindler, Robert M., and B. Bickart. 2005. “Published Word of Mouth: Referable Consumer Generated Information on the Internet.” In Online Consumer Psychology, edited by Curtis P. Haugtvedt, Karen A. Machleit and Richard F. Yalch, 35-61. Routladge: New York.
  • Shavitt, S., P. Lowrey, and J. Haefner. 1998. “Public Attitudes Toward Advertising: More Favorible Than You Might Think.” Journal of Advertising Research 38 (4): 7-22.
  • Stewart, David W., Prem N. Shamdasani, and Dennis Rook. 2006. Focus Groups: Theory and Practice. London: Sage Publications.
  • Sweeney, J. C., Geoffrey N. Soutar, and Tim Mazzarol. 2008. “Factors Influencing Word of Mouth Effectiveness: Receiver Percpectives.” European Journal of Marketing 42 (¾): 344-364.
  • Taylor, David G., Jeffrey E. Lewin, and David Strutton. 2011. “Friends, Fans and Followers: Do Ads Work on Social Networks.” Journal of Advertising Research 51(1): 258-275.
  • Teixeira, S. Thales. 2012. “The New Science of Viral Ads.” Harvard Business Review 90(3): 25-27. T.C. Başkanlığı. Türkiye İstatistik http://www.tuik.gov.tr/PreHaberBultenleri.do?id=8572 2011. Haber Bülteni. Last modified 2012.
  • Trusov, M., Anand V. Bodapati, and Randolph E Bucklin. 2010. “Determining Influential Users in Internet Social Networks.” Journal of Marketing Research 47(4): 643-658. Türkiye
  • Araştırmacılar Derneği. 2012. Sosyo Ekonomik Statü. Last modified 2012.
  • https://www.google.com.tr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&ved=0CC8QFjAB&url=http%3
  • A%2F%2Ftuad.org.tr%2Fupload%2Fdosyalar%2FSES_2012-Lansman-Sunum
  • REV.ppsx&ei=8AaHU8flH43e7AaK-oGgBQ&usg=AFQjCNHRbpElYXKgHsyw0QkGz7dR
  • FjC1g&bvm=bv.67720277,d.bGE&cad=rjt
  • Walker, L. Jean Harrison. 2001. “The Measurement of Word of Mouth Communication and an Investigation of Service Quality and Costumer Commitment as Potential Antecedents.” Journal of Service Research 4(1): 60-75.
  • Wang, Y., and S. Rodgers. 2011. “Electronic Word of Mouth and Consumer Generated Content.” In Digital Media and Advertising, edited by Matthew S. Eastin, Terry Daugherty and Neal M. Burns, 212-231. New York: Information Science Reference.
  • Wertime, K., and I. Fenwick. 2008. Digimarketing: The Essential Guide to New Media & Digital Marketing (First Edition). Singapur: John Wiley and Sons.

Sosyal Ağlar ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research

Yıl 2014, Cilt: 9 Sayı: 36, 6283 - 6298, 26.01.2015

Eda Öztürk

Öz

Ağızdan ağıza reklam en eski reklam türlerinden biridir. Son yıllardaki hızlı gelişiminin altında yatan güç ise internetin yükselişi olmuştur. İnternet ağızdan ağıza reklam için yeni kanallar yaratmıştır. Sosyal Paylaşım siteleri bu yeni kanallar içerisinde en önde gelenlerden birini oluşturmaktadır. Tüm bu gelişmelere rağmen internette ağızdan ağıza reklam halen yeni bir olgudur ve alanda konuya dair sınırlı sayıda çalışma bulunmaktadır. Bu nedenle bu çalışmada önce uygulamanın gelişimine yer verilmiş ardından ise özellikleri, bileşenleri ve türleri üzerinde durulmuştur. Çalışmada internet kullanıcılarının sosyal paylaşım sitelerine ve söz konusu kanallarda yer alan reklamlara yönelik tutumu kalitatif yöntemler kullanılarak incelenmiştir. Sosyal paylaşım siteleri Facebook ve Twitter ile sınırlandırılmıştır. Araştırmada fokus grup sonrasında kullanıcıların sosyal paylaşım sitelerinde yer alan reklamlara yönelik tutumunu belirleyen faktörler; bilgi, eğlence, gündem belirleme ve rahatsızlık olarak belirlenmiştir

Word of mouth is one of the oldest form of advertising. The emergence of word of mouth advertising is fueled by the rise of internet. Internet is created a new channel for word of mouth advertising and social networks are one of them. But it’s stil a new phenomen and there are not much study done in this field. Therefore this study starts from the development of the practice and go through the features, components and types of word of mouth advertising focused on internet. In this research consumer attitudes towards social networks and advertising on these channels are investigated by a qualitative research. As a social network Facebook and Twitter are examined. After focus group studies; informativeness, entertainment, irritation, agenda setting are found as factors of determinative of the consumer attitude toward social networks ads.

Anahtar Kelimeler

-

Kaynakça

  • Allsop, Dee T., Bryce R. Bassett and James A. Hoskins. 2007. “Word of Mouth Research: Principles and Applications.” Journal of Advertising Research 47(4): 398-411.
  • Arndt, J. 1967. “Role of Product Related Conversations in the Diffusion of a New Product.” Journal of Marketing Research 4 (3): 291-295.
  • Breakenridge, D. 2008. PR 2.0 New Media, New Tools, New Audiences. New Jersey: Pearson.
  • Buttle, Francis A. 1998. “Word of Mouth: Understanding and Managing Referral Marketing.” Journal of Strategic Marketing 6(3): 241-254.
  • Chu, S., and Yoojung Kim. 2011. “Determinants of Consumer Engagement in Electronic Word of Mouth.” Journal of Advertising Research 30 (1): 47-75.
  • Damian, R., and Calvin Jones. 2009. Understanding Digital Marketing( First Edition). Philadelphia: Kogan Page.
  • Demirel, F. 2012. “Comscore Ocak 2012 için Türkiye’nin En popüler 20 Web Sitesini Açıkladı.” Webrazzi.com. Accessed April 11, 2012. http://www.webrazzi.com/2012/02/22/comscore-turkiye-ocak-2012-web/
  • Dickey, Irene J., and W. F. Lewis. 2011. “An Overview of Digital Media & Advertising.” In Digital Media and Advertising, edited by Matthew S. Eastin, Terry Daugherty and Neal M. Burns, 1-31. New York: Information Science Reference.
  • Ducoffe, Robert H. 1996. “Advertising Value and Advertising on the Web.” Journal of Advertising Research 36 (5): 21-35. Socialbakers Social Media. 2012. Facebook Statistics- July 2012. Last modified 2012. http://www.socialbakers.com/facebook-statistics/
  • Gangadharbatla, H. 2011. “Motivations for Social Networking Site Adoption.” In Digital Media & Advertising, edited by Matthew S. Eastin, Terry Daugherty and Neal M. Burns, 262-274. New York: Information Science Reference.
  • Gillin, Paul. 2007. The New Influencers (First Edition). California: Quill Driver Books.
  • Hanjun, K., C. H. Cho, and M. S. Roberts. 2005. “Internet Uses and Gratifications.” Journal of Advertising Research 34(2): 57-70.
  • Ho-Dac, N. N., S. J. Carson, and W. L. Moore. 2013. “The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter.” Journal of Marketing 77(6): 37-53.
  • Hung, K. H. and S. Y. Li. 2007. “The Influence of eWOM on Virtual Communities: Social Capital, Consumer Learning and Behavioural Outcomes." Journal of Advertising Research 47 (4): 485-495.
  • IAB Türkiye. 2011. Haber Bülteni. Last modified 2012. http://www.iabturkiye.org/sites/default/files/iab_bulten- haziran-2011.pdf
  • Johnson, Thomas J., Barbara K. Kaye, Shannon L. Bichard, and W. J. Wong. 2007. “Every Blog Has Its Day: Politically-Interested Internet Users’ Perceptions of Blog Credibility.” Journal Computer Mediated Communication 13(1): 100-122.
  • Katz, E. 1957. “The Two Step Flow of Communication: An Up to Date Report on an Hypothesis.” Public Opinion Quarterly, 21 (1): 61-78.
  • Keller, E. 2007. “Unleashing The Power of Word of Mouth: Creating Brand Advocacy to Drive Growth.” Journal of Advertising Research 47 (4): 448-452.
  • Lee, M., and S. Youn. 2009. “Electronic Word of Mouth.” Journal of Advertising 28 (3): 473-499.
  • Lis, B., and M. Horst. 2013. “Electronic Word of Mouth Impacts: A Spotlight on Customer Integration.” Journal of Media Business Studies 10 (4): 41-62.
  • Lutz, R.J., and S. B. McKenzie. 1989. “An Empirical Examination of the Structural Antecedents of Attitude towards the Ad in an Advertising Pretesting Context.” Journal of Marketing 53 (4): 48-65.
  • Mittal, B. 1994. “Public Assessment of TV Advertising: Faint Praise and Harsh Criticism.” Journal of Advertising Research 34 (1): 35-53.
  • Okazaki, S. 2009.” Social Influence Model and Electronic Word of Mouth.” International Journal of Advertising 28 (3): 439-472.
  • Papacharissi, Z., and A. M. Rubin. 2000. “Predictors of Internet Use.” Journal of Broadcasting & Electronic Media 44(2): 175-196.
  • Parent, I., and N. Cruickshank. 2009. “The Growth of the Internet and Knowledge Networks and Their Impact in the Developing World.” Information Development 25(2): 91-98.
  • Phelps, J. E., R. Lewis, L. Mobilio, D. Perry, and N. Raman. 2004. “Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along E-mail.” Journal of Advertising Research 44(4): 333–348.
  • Reigner, C. 2007. “Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Fecision.” Journal of Advertising Research 47 (4): 436-447.
  • Rodgers, S., and K. M. Sheldon. 2002. “An Improved Way to Characterize Internet Users.” Journal of Advertising Research 42(5): 85-96.
  • Romaniuk, J. 2007. “Word of Mouth and the Viewing of Tv Programs.” Journal of Advertising Research 47 (4): 462- 471.
  • Schindler, Robert M., and B. Bickart. 2005. “Published Word of Mouth: Referable Consumer Generated Information on the Internet.” In Online Consumer Psychology, edited by Curtis P. Haugtvedt, Karen A. Machleit and Richard F. Yalch, 35-61. Routladge: New York.
  • Shavitt, S., P. Lowrey, and J. Haefner. 1998. “Public Attitudes Toward Advertising: More Favorible Than You Might Think.” Journal of Advertising Research 38 (4): 7-22.
  • Stewart, David W., Prem N. Shamdasani, and Dennis Rook. 2006. Focus Groups: Theory and Practice. London: Sage Publications.
  • Sweeney, J. C., Geoffrey N. Soutar, and Tim Mazzarol. 2008. “Factors Influencing Word of Mouth Effectiveness: Receiver Percpectives.” European Journal of Marketing 42 (¾): 344-364.
  • Taylor, David G., Jeffrey E. Lewin, and David Strutton. 2011. “Friends, Fans and Followers: Do Ads Work on Social Networks.” Journal of Advertising Research 51(1): 258-275.
  • Teixeira, S. Thales. 2012. “The New Science of Viral Ads.” Harvard Business Review 90(3): 25-27. T.C. Başkanlığı. Türkiye İstatistik http://www.tuik.gov.tr/PreHaberBultenleri.do?id=8572 2011. Haber Bülteni. Last modified 2012.
  • Trusov, M., Anand V. Bodapati, and Randolph E Bucklin. 2010. “Determining Influential Users in Internet Social Networks.” Journal of Marketing Research 47(4): 643-658. Türkiye
  • Araştırmacılar Derneği. 2012. Sosyo Ekonomik Statü. Last modified 2012.
  • https://www.google.com.tr/url?sa=t&rct=j&q=&esrc=s&source=web&cd=2&ved=0CC8QFjAB&url=http%3
  • A%2F%2Ftuad.org.tr%2Fupload%2Fdosyalar%2FSES_2012-Lansman-Sunum
  • REV.ppsx&ei=8AaHU8flH43e7AaK-oGgBQ&usg=AFQjCNHRbpElYXKgHsyw0QkGz7dR
  • FjC1g&bvm=bv.67720277,d.bGE&cad=rjt
  • Walker, L. Jean Harrison. 2001. “The Measurement of Word of Mouth Communication and an Investigation of Service Quality and Costumer Commitment as Potential Antecedents.” Journal of Service Research 4(1): 60-75.
  • Wang, Y., and S. Rodgers. 2011. “Electronic Word of Mouth and Consumer Generated Content.” In Digital Media and Advertising, edited by Matthew S. Eastin, Terry Daugherty and Neal M. Burns, 212-231. New York: Information Science Reference.
  • Wertime, K., and I. Fenwick. 2008. Digimarketing: The Essential Guide to New Media & Digital Marketing (First Edition). Singapur: John Wiley and Sons.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Eda Öztürk

Yayımlanma Tarihi 26 Ocak 2015
Yayımlandığı Sayı Yıl 2014 Cilt: 9 Sayı: 36

Kaynak Göster

APA Öztürk, E. (2015). Sosyal Ağlar ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research. Yaşar Üniversitesi E-Dergisi, 9(36), 6283-6298. https://doi.org/10.19168/jyu.01701
AMA Öztürk E. Sosyal Ağlar ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research. Yaşar Üniversitesi E-Dergisi. Ocak 2015;9(36):6283-6298. doi:10.19168/jyu.01701
Chicago Öztürk, Eda. “Sosyal Ağlar Ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research”. Yaşar Üniversitesi E-Dergisi 9, sy. 36 (Ocak 2015): 6283-98. https://doi.org/10.19168/jyu.01701.
EndNote Öztürk E (01 Ocak 2015) Sosyal Ağlar ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research. Yaşar Üniversitesi E-Dergisi 9 36 6283–6298.
IEEE E. Öztürk, “Sosyal Ağlar ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research”, Yaşar Üniversitesi E-Dergisi, c. 9, sy. 36, ss. 6283–6298, 2015, doi: 10.19168/jyu.01701.
ISNAD Öztürk, Eda. “Sosyal Ağlar Ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research”. Yaşar Üniversitesi E-Dergisi 9/36 (Ocak 2015), 6283-6298. https://doi.org/10.19168/jyu.01701.
JAMA Öztürk E. Sosyal Ağlar ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research. Yaşar Üniversitesi E-Dergisi. 2015;9:6283–6298.
MLA Öztürk, Eda. “Sosyal Ağlar Ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research”. Yaşar Üniversitesi E-Dergisi, c. 9, sy. 36, 2015, ss. 6283-98, doi:10.19168/jyu.01701.
Vancouver Öztürk E. Sosyal Ağlar ve E-Paylaşım: Kalitatif Bir Analiz / Social Media and Word of Mouse: A Qualitative Research. Yaşar Üniversitesi E-Dergisi. 2015;9(36):6283-98.
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