The Importance of Electronic Word of Mouth in the Marketing Literature

Öz

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.

Anahtar Kelimeler

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

Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi

Öz

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.

Anahtar Kelimeler

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

Kaynakça

1. Alexandrov, A., Lilly, B., ve Babakus, E. (2013). The effects of social-and self-motives on the intentions to share positive and negative word of mouth. Journal of the Academy of Marketing Science, 41(5), 531-546.
2. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.
3. Balagué, C. ve De Valck, K. (2013). Using blogs to solicit consumer feedback: The role of directive questioning versus no questioning. Journal of Interactive Marketing, 27(1), 62-73.
4. Baldus, B. J., Voorhees, C., ve Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978-985.
5. Bansal, H. S. ve Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
6. Benedicktus, R. L., Brady, M. K., Darke, P. R., ve Voorhees, C. M. (2010). Conveying trustworthiness to online consumers: Reactions to consensus, physical store presence, brand familiarity, and generalized suspicion. Journal of Retailing, 86(4), 322-335.
7. Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology , 24(4), 586-607.
8. Berger, J. ve Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, 48(5), 869-880.

9. Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
10. Brown, J. J. ve Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
11. Bughin, J., Doogan, J., ve Vetvik, O. (2010). A new way to measure word-of-mouth marketing. McKinsey Quarterly, 2, 113-116.
12. Chatterjee, P. (2001). Online Reviews – Do Consumers Use Them? ACR 2001 Proceedings, (s. 129-134). Provo, Utah.
13. Chevalier, J. A. ve Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354.
14. Chintagunta, P. K., Gopinath, S., ve Venkataraman, S. (2010). The effects of online user reviews on movie box office performance: Accounting for sequential rollout and aggregation across local markets. Marketing Science, 29(5), 944-957.
15. Christodoulides, G., Michaelidou, N., ve Argyriou, E. (2012). Cross-national differences in e-WOM influence. European Journal of Marketing, 46(11/12), 1689-1707.
16. Day, G. (1971). Attitude change, media and word of mouth. Journal of Advertising Research., 11(6), 31-40.
17. De Matos, C. A. ve Rossi, C. A. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596.
18. De Matos, C. A., Vieira, V. A., ve Veiga, R. T. (2012). Behavioural responses to service encounter involving failure and recovery: the influence of contextual factors. The Service Industries Journal, 32(14), 2203-2217.
19. De Vries, L., Gensler, S., ve Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
20. Decker, R. ve Trusov, M. (2010). Estimating aggregate consumer preferences from online product reviews. International Journal of Research in Marketing, 27(4), 293-307.
21. Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407-1424.
22. Dichter, E. (1966). How word-of-mouth advertising works. Harvard Business Review , 44(6), 147-160.
23. Duan, W., Gu, B., ve Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry. Journal of Retailing, 84(2), 233-242.
24. Fong, J. ve Burton, S. (2008). A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects. Journal of Business Research, 61(3), 233-242.
25. Gebauer, J., Füller, J., ve Pezzei, R. (2013). The dark and the bright side of co-creation: Triggers of member behavior in online innovation communities. Journal of Business Research, 66(9), 1516-1527.
26. Gershoff, A., Mukherjee, A., ve Mukhopadhyay, A. (2003). Consumer acceptance of online agent advice: Extremity and positivity effects. Journal of Consumer Psychology, 13(1/2), 161-170.
27. Gounaris, S., Dimitriadis, S., ve Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers' behavioral intentions in e-shopping. Journal of Services Marketing, 24(2), 142-156.
28. Gupta, P. ve Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9), 1041-1049.
29. Harrison-Walker, L. (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(1), 60-75.
30. Häubl, G. ve Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4-21.
31. Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., ve Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
32. Herr, P. M., Kardes, F. R., ve Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
33. Ho-Dac, N. N., Carson, S. J., ve Moore, W. L. (2013). The effects of positive and negative online customer reviews: do brand strength and category maturity matter? Journal of Marketing, 77(6), 37-53.
34. Hsu, L. C., Wang, K. Y., ve Chih, W. H. (2013). Effects of web site characteristics on customer loyalty in B2B e-commerce: evidence from Taiwan. The Service Industries Journal, 33(11), 1026-1050.
35. Huang, P., Lurie, N. H., ve Mitra, S. (2009). Searching for experience on the web: an empirical examination of consumer behavior for search and experience goods. Journal of Marketing, 73(2), 55-69.
36. Huggins, K. A., Holloway, B. B., ve White, D. W. (2013). Cross-cultural effects in E-retailing: The moderating role of cultural confinement in differentiating Mexican from non-Mexican Hispanic consumers. Journal of Business Research, 66(3), 321-327.
37. Karakaya, F. ve Ganim Barnes, N. (2010). Impact of online reviews of customer care experience on brand or company selection. Journal of Consumer Marketing, 27(5), 447-457.
38. Katz, E. ve Lazarsfeld, P. (1955). Personal influence: The part played by people in the flow of mass communication. Glencoe: The Free Press.
39. King, R. A., Racherla, P., ve Bush, V. D. (2014). What we know and don't know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167-183.
40. Kotler, P. ve Keller, K. (2012). Marketing Management (Global b.). Pearson.
41. Kulkarni, G., Ratchford, B. T., ve Kannan, P. K. (2012). The impact of online and offline information sources on automobile choice behavior. Journal of Interactive Marketing, 26(3), 167-175.
42. Lau, G. ve Ng, S. (2001). Individual and situational factors influencing negative word‐of‐mouth behaviour. Canadian Journal of Administrative Sciences, 18(3), 163-178.
43. Lee, T. Y. ve Bradlow, E. T. (2011). Automated marketing research using online customer reviews. Journal of Marketing Research, 48(5), 881-894.
44. Lin, H. H., Wang, Y. S., ve Chang, L. K. (2011). Consumer responses to online retailer's service recovery after a service failure: A perspective of justice theory. Managing Service Quality: An International Journal, 21(5), 511-534.
45. López, M. ve Sicilia, M. (2014). Determinants of E-WOM influence: The role of consumers internet experience. Journal of Theoretical and Applied Electronic Commerce Research, 9(1), 28-43.
46. Lovett, M. J., Peres, R., ve Shachar, R. (2013). On brands and word of mouth. Journal of Marketing Research, 50(4), 427-444.
47. Mayzlin, D. (2006). Promotional chat on the Internet. Marketing Science, 25(2), 155-163.
48. Netzer, O., Feldman, R., Goldenberg, J., ve Fresko, M. (2012). Mine your own business: Market-structure surveillance through text mining. Marketing Science, 31(3), 521-543.
49. Park, C., ve Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61-67.
50. Park, D. H., Lee, J., ve Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148.
51. Parthasarathy, M. ve Forlani, D. (2010). Do satisfied customers bad‐mouth innovative products? Psychology & Marketing, 27(12), 1134-1153.
52. Schamari, J., ve Schaefers, T. (2015). Leaving the home turf: How brands can use webcare on consumer-generated platforms to increase positive consumer engagement. Journal of Interactive Marketing, 30, 20-33.
53. Senecal, S. veNantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159-169.
54. Senecal, S., Kalczynski, P. J., ve Nantel, J. (2005). Consumers' decision-making process and their online shopping behavior: a clickstream analysis. Journal of Business Research, 58(11), 1599-1608.
55. Steffes, E. M. ve Burgee, L. E. (2009). Social ties and online word of mouth. Internet Research, 19(1), 42-59.
56. Sundaram, D., Mitra, K., ve Webster, C. (1998). Word-of-mouth communications: A motivational analysis. NA-Advances in Consumer Research, 25.
57. Teichmann, K., Stokburger‐Sauer, N. E., Plank, A., ve Strobl, A. (2015). Motivational Drivers of Content Contribution to Company‐Versus Consumer‐Hosted Online Communities. Psychology & Marketing, 32(3), 341-355.
58. Tsang, A. S. ve Prendergast, G. (2009). Does culture affect evaluation expressions? A cross-cultural analysis of Chinese and American computer game reviews. European Journal of Marketing, 43(5/6), 686-707.
59. Van Laer, T. ve De Ruyter, K. (2010). In stories we trust: How narrative apologies provide cover for competitive vulnerability after integrity-violating blog posts. International Journal of Research in Marketing, 27(2), 164-174.
60. Van Noort, G. ve Willemsen, L. M. (2012). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of Interactive Marketing, 26(3), 131-140.
61. Wang, X. (2011). The effect of inconsistent word-of-mouth during the service encounter. Journal of Services Marketing, 25(4), 252-259.
62. Watts, D. ve Dodds, P. (2007). Influentials, networks, and public opinion formation. Journal of Consumer Research , 34(4), 441-458.
63. Westbrook, R. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3), 258-270.
64. Xiong, G. ve Bharadwaj, S. (2014). Prerelease buzz evolution patterns and new product performance. Marketing Science, 33(3), 401-421.
65. Yadav, M. S. ve Pavlou, P. A. (2014). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78(1), 20-40.
66. Yun, G. W., Park, S. Y., ve Ha, L. (2008). Influence of cultural dimensions on online interactive review feature implementations: A comparison of Korean and US retail web sites. Journal of Interactive Marketing, 22(3), 40-50.
67. Zhao, Y., Yang, S., Narayan, V., ve Zhao, Y. (2013). Modeling consumer learning from online product reviews. Marketing Science, 32(1), 153-169.
68. Zhu, F. ve Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133-148.