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DİJİTAL PAZARLAMADA GERÇEĞİN SIFIR ANI YAKLAŞIMI AÇISINDAN ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİMİN TÜKETİCİLERİN SATIN ALMA DAVRANIŞI İLE İLİŞKİSİ VE BİR ARAŞTIRMA

Year 2019, Volume 5, Issue 1, 63 - 84, 23.10.2019
https://doi.org/10.51803/yssr.541735

Abstract

Günümüzde yaşanan teknolojik gelişmeler pazarlama alanında yaşanan değişmeleri ve gelişmeleri de beraberinde getirmiştir. Tüketiciler geleneksel ağızdan ağıza iletişim yöntemleri yerine internet aracılığıyla sosyal ağlar, bloglar, çevrimiçi topluluklar, haber grupları, ürün inceleme web siteleri, tartışma forumları, e-posta vs. gibi birçok kanal üzerinden elektronik ağızdan ağıza iletişim ile iletişim kurmaktadır. Tüketicilerin bir ürün veya hizmete ilişkin bilgi edinebileceği çok sayıda çevrimiçi platformun var olması ve tüketicilerin bilgi edinmek için bir tık uzaklıkta olan bu çevrimiçi platformları kullanmaları, tüketicileri elektronik ağızdan ağıza iletişimi aramaya teşvik eden motivasyonların satın alma davranışı ile ilişkisini araştırmayı sağlamaktadır.

Araştırmada Gerçeğin Sıfır Anı Yaklaşımı açısından tüketici bir ürün veya hizmet ile ilgili uyarıldıktan sonra elektronik ağızdan ağıza iletişimi aramaya teşvik eden motivasyonların tüketicilerin satın alma davranışı ile ilişkisini incelemeye yönelik bir araştırma modeli geliştirilmiş ve araştırmacının yaşadığı İstanbul ili içerisinde internet alışverişi yapan 528 tüketiciye çevrimiçi anket uygulanarak elde edilen araştırma verileri açıklanmıştır. Elde edilen araştırma verileri tüketicileri çevrimiçi platformlardan diğer tüketicilerin yorumlarını ve değerlendirmelerini aramaya teşvik eden motivasyonların tüketicilerin satın alma davranışıyla arasındaki ilişkiye yönelik bulgular göstermektedir.

References

  • [1] Kannan, P.K., & H.A. Li (2016). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing. 1.201, 2.
  • [2] Sweethood, A. K. (2016). 4 Roles Every Marketing Organization Needs Now. Harvard Business Review. 3.
  • [3] Yasmin, A., Tasneem, S. & Fatima, K., (2015). Effectiveness of digital marketing in the challenging age: an empricial study. International Journal of Management Science and Business Administration. 1.5, 71-72.
  • [4] Lecinski, J. (2011). Winning The Zero Moment Of Truth. Google.
  • [5] Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research. 4, 291.
  • [6] Buttle, A. F. (1998). Word Of Mouth: understanding and managing referral marketing. Journal Of Strategic Marketing. 6, 243.
  • [7] Brown, T. J., T. E. Barry, P. A. Dacin, & R. F. Gunst (2005). Spreading the World: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context. Journal of the Academy of Marketing Science. 33.2, 125.
  • [8] Derbaix C. & J. Vanhamme, (2003). Inducing word-of-mouth by eliticing surprise - a pilot investigation. Journal of Economic Psychology. 24, 100.
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  • [10] Gümüş, H., & V. Bal (2016). Analysis Of The Effect Of Quality Components Of Web 2.0 Enabled E-Commerce Websites On Electronic Word-Of-Mouth Marketing (E-WOM) And On Customer Loyalty. Annals of the University of Oradea, Economic Science Series. 979.
  • [11] Parameswaran, M., & A. B. Whinston (2007). Research Issues In Social Computing. Journal of the Association for Information Systems. 8.6, 337.
  • [12] Litvin, S. W., R. E. Goldsmith, & B. Pan (2007). Electronic word-of-mouth in hospitality and tourism management. Tourism Management. 29, 461.
  • [13] Cheung, C. M. K., & D. R. Thadani (2010). The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis. 23rd Bled eConference eTrust: Implications fort he Individual, Enterprises and Society. 329-330.
  • [14] Allsop, D. T., B. R. Bassett, & J. A. Hoskins (2007). Word-of-Mouth Research: Principles and Applications. Journal of Advertising Research. 47, 398.
  • [15] Lee, J., D.-H. Park, & I. Han (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications. 7, 341.
  • [16] Moran, G., L. Muzellec, & E. Nolan (2014). Consumer Moments of Truth In the Digital Context: How ‘Search’ and ‘E-Word of Mouth’ Can Fuel Consumer Decision Making. Journal of Advertising Resarch. 54, 200.
  • [17] Kwon, J. M., J. I. Bae, & K. Phelan (2011). Online Consumer Herding Behaviors in the Hotel Industry. 16th Graduate Students Research Conference, s.2.
  • [18] Yoon, S. N. (2008). The Effects Of Electronic Word-Of-Mouth Systems (EWOMS) On The Acceptance Of Recommendation, Yayınlanmamış Yüksek Lisans Tezi. Nebraska: Nebraska University.
  • [19] Torlak, O., B. Y. Ozkara, M. A. Tiltay, H. Cengiz & M. F. Dulger (2014). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Application Concerning Cell Phone Brands for Youth Consumers in Turkey. Journal of Marketing Development and Competitiveness. 8.2, 62.
  • [20] Riegner, C. (2007). Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decision. Journal of Advertising Research. 47.4, 438.
  • [21] Sotiriadis, M. D., & C. V. Zyl (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commercel Research. 13, 15-16.
  • [22] Carson, D. & D. Schmallegger (2007). Blogs in tourism: Changing approaches to information exchange. Journal of Vacation Marketing. 14.2, 102-106.
  • [23] Hennig-Thurau, T., & G. Walsh (2003). Electronic Word-Of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce. 8.2, 52-66.
  • [24] Akar, E. (2010). Sanal Toplulukların Bir Türü Olarak Sosyal Ağ Siteleri – Bir Pazarlama İletişimi Kanalı Olarak İşleyişi. Anadolu Üniversitesi Sosyal Bilimler Dergisi. 10.1, 110-115.
  • [25] Chiou, J.-S., &C. Cheng (2003). Should A Company Have Message Boards On Its Web Sites? Journal of Interactive Marketing. 17.3, 51-56.
  • [26] Moore, S. G. (2010). The Other Side of the The Story: New Perspectives on Word of Mouth. Advances in Consumer Reserach. 37.1, 98.
  • [27] Goldsmith, R. E., & D. Horowitz (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising. 6.2, 1-13.
  • [28] Sparks, B. A. & V. Browning (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management. 32, 1311.
  • [29] Jeong, E., & S. Jang (2011). Restaurant experiences triggering positive electronic word-of-mouth motivations. International Journal of Hospitality Management. 30, 357.
  • [30] Lin, C., Y.-S. Wu & J.-C. V. Chen (2013). Electronic Word-Of-Mouth: The Moderating Roles Of Product Involment And Brand Image. Proceedings of 2013 International Conference on Technology Innovation and Industrial Management, 29-43.

Year 2019, Volume 5, Issue 1, 63 - 84, 23.10.2019
https://doi.org/10.51803/yssr.541735

Abstract

References

  • [1] Kannan, P.K., & H.A. Li (2016). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing. 1.201, 2.
  • [2] Sweethood, A. K. (2016). 4 Roles Every Marketing Organization Needs Now. Harvard Business Review. 3.
  • [3] Yasmin, A., Tasneem, S. & Fatima, K., (2015). Effectiveness of digital marketing in the challenging age: an empricial study. International Journal of Management Science and Business Administration. 1.5, 71-72.
  • [4] Lecinski, J. (2011). Winning The Zero Moment Of Truth. Google.
  • [5] Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research. 4, 291.
  • [6] Buttle, A. F. (1998). Word Of Mouth: understanding and managing referral marketing. Journal Of Strategic Marketing. 6, 243.
  • [7] Brown, T. J., T. E. Barry, P. A. Dacin, & R. F. Gunst (2005). Spreading the World: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context. Journal of the Academy of Marketing Science. 33.2, 125.
  • [8] Derbaix C. & J. Vanhamme, (2003). Inducing word-of-mouth by eliticing surprise - a pilot investigation. Journal of Economic Psychology. 24, 100.
  • [9] İslamoğlu, A. H. & R. Altunışık. (2013). Tüketici Davranışları. 4. Baskı. Beta Yayınları, İstanbul.
  • [10] Gümüş, H., & V. Bal (2016). Analysis Of The Effect Of Quality Components Of Web 2.0 Enabled E-Commerce Websites On Electronic Word-Of-Mouth Marketing (E-WOM) And On Customer Loyalty. Annals of the University of Oradea, Economic Science Series. 979.
  • [11] Parameswaran, M., & A. B. Whinston (2007). Research Issues In Social Computing. Journal of the Association for Information Systems. 8.6, 337.
  • [12] Litvin, S. W., R. E. Goldsmith, & B. Pan (2007). Electronic word-of-mouth in hospitality and tourism management. Tourism Management. 29, 461.
  • [13] Cheung, C. M. K., & D. R. Thadani (2010). The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis. 23rd Bled eConference eTrust: Implications fort he Individual, Enterprises and Society. 329-330.
  • [14] Allsop, D. T., B. R. Bassett, & J. A. Hoskins (2007). Word-of-Mouth Research: Principles and Applications. Journal of Advertising Research. 47, 398.
  • [15] Lee, J., D.-H. Park, & I. Han (2008). The effect of negative online consumer reviews on product attitude: An information processing view. Electronic Commerce Research and Applications. 7, 341.
  • [16] Moran, G., L. Muzellec, & E. Nolan (2014). Consumer Moments of Truth In the Digital Context: How ‘Search’ and ‘E-Word of Mouth’ Can Fuel Consumer Decision Making. Journal of Advertising Resarch. 54, 200.
  • [17] Kwon, J. M., J. I. Bae, & K. Phelan (2011). Online Consumer Herding Behaviors in the Hotel Industry. 16th Graduate Students Research Conference, s.2.
  • [18] Yoon, S. N. (2008). The Effects Of Electronic Word-Of-Mouth Systems (EWOMS) On The Acceptance Of Recommendation, Yayınlanmamış Yüksek Lisans Tezi. Nebraska: Nebraska University.
  • [19] Torlak, O., B. Y. Ozkara, M. A. Tiltay, H. Cengiz & M. F. Dulger (2014). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Application Concerning Cell Phone Brands for Youth Consumers in Turkey. Journal of Marketing Development and Competitiveness. 8.2, 62.
  • [20] Riegner, C. (2007). Word of Mouth on the Web: The Impact of Web 2.0 on Consumer Purchase Decision. Journal of Advertising Research. 47.4, 438.
  • [21] Sotiriadis, M. D., & C. V. Zyl (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commercel Research. 13, 15-16.
  • [22] Carson, D. & D. Schmallegger (2007). Blogs in tourism: Changing approaches to information exchange. Journal of Vacation Marketing. 14.2, 102-106.
  • [23] Hennig-Thurau, T., & G. Walsh (2003). Electronic Word-Of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet. International Journal of Electronic Commerce. 8.2, 52-66.
  • [24] Akar, E. (2010). Sanal Toplulukların Bir Türü Olarak Sosyal Ağ Siteleri – Bir Pazarlama İletişimi Kanalı Olarak İşleyişi. Anadolu Üniversitesi Sosyal Bilimler Dergisi. 10.1, 110-115.
  • [25] Chiou, J.-S., &C. Cheng (2003). Should A Company Have Message Boards On Its Web Sites? Journal of Interactive Marketing. 17.3, 51-56.
  • [26] Moore, S. G. (2010). The Other Side of the The Story: New Perspectives on Word of Mouth. Advances in Consumer Reserach. 37.1, 98.
  • [27] Goldsmith, R. E., & D. Horowitz (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising. 6.2, 1-13.
  • [28] Sparks, B. A. & V. Browning (2011). The impact of online reviews on hotel booking intentions and perception of trust. Tourism Management. 32, 1311.
  • [29] Jeong, E., & S. Jang (2011). Restaurant experiences triggering positive electronic word-of-mouth motivations. International Journal of Hospitality Management. 30, 357.
  • [30] Lin, C., Y.-S. Wu & J.-C. V. Chen (2013). Electronic Word-Of-Mouth: The Moderating Roles Of Product Involment And Brand Image. Proceedings of 2013 International Conference on Technology Innovation and Industrial Management, 29-43.

Details

Primary Language Turkish
Subjects Social
Journal Section Makaleler
Authors

İçim AKSOY ÖZER> (Primary Author)
MARMARA UNİVERSITY, INSTITUDE OF SOCIAL SCIENCES
0000-0001-9647-1859
Türkiye


Aypar USLU> (Primary Author)
MARMARA UNİVERSITY, INSTITUDE OF SOCIAL SCIENCES
Türkiye


Serdar PİRTİNİ> (Primary Author)
MARMARA UNİVERSITY, INSTITUDE OF SOCIAL SCIENCES
0000-0002-9858-060X
Türkiye

Publication Date October 23, 2019
Published in Issue Year 2019, Volume 5, Issue 1

Cite

APA Aksoy Özer, İ. , Uslu, A. & Pirtini, S. (2019). DİJİTAL PAZARLAMADA GERÇEĞİN SIFIR ANI YAKLAŞIMI AÇISINDAN ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİMİN TÜKETİCİLERİN SATIN ALMA DAVRANIŞI İLE İLİŞKİSİ VE BİR ARAŞTIRMA . Yildiz Social Science Review , 5 (1) , 63-84 . DOI: 10.51803/yssr.541735