BibTex RIS Kaynak Göster

Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi

Yıl 2015, Sayı: 609, 63 - 72, 01.11.2015

Öz

Ağızdan ağıza iletişim tüketici davranışları üzerinde önemli bir rol oynamaktadır. Günümüzde iletişim teknolojileri sayesinde, ürünler hakkındaki bilgi arayışı ve paylaşımı sadece yüz yüze değil, daha çok kişiye erişim imkânı sağlayan sanal topluluklar aracılığıyla da yapılmaktadır. Bu çalışmanın amacı, elektronik ağızdan ağza iletişimin öneminin daha iyi anlaşılmasını sağlamak ve tüketicilerin sanal topluluklarda markalara yönelik davranışlarını analiz etmektir. Bu doğrultuda “Donanım Haber Forum” sitesi netnografi yöntemiyle incelenmiştir. Elde edilen bulgular, sanal toplulukların markalar açısından büyük bir veri deposu niteliğinde olduğunu; tüketiciler açısından ise, satın alma karar süreçlerine büyük etkisi olduğunu göstermiştir

Kaynakça

  • ARMSTRONG, Arthur and HAGEL III, John; (1996). The real value of online communities. Harvard Business Review, 74, 141.
  • ARNDT, Johann; (1967). Role of product-related conversa- tions in the diffusion of a new product. Journal of Marketing Research, 4, 291-295.
  • BİCKART, Barbara and SCHİNDLER, Robert; (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40. doi: 10.1002/dir.1014
  • CASTELLS, Manuel; (2000). Materials for an exploratory the- ory of the network society. British Journal of Sociology, 51(1), –24.
  • CHEUNG, M. K. Christy and LEE, K. O. Matthew; (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53, 225.
  • COVA, Bernard and Cova. Veronique; (2002). Tribal market- ing: The tribalisation of society and it impact on the conduct of marketing. European Journal of Marketing. Vol. 36. _ 5/6. pp. 620.
  • DHOLAKIA, M. Utpal, BAGOZZI, P. Richard and PEARO, L. Klein; (2004). A social influence model of consumer participa- tion in network- and small-group-based virtual communities.
  • International Journal of Research in Marketing, Vol. 21 No. 3, 263. FOURNIER, Susan and LEE, Lara; (2009). Getting brand com- munities right. Harvard Business Review, april, 105-111.
  • FUCHS, Christophe, PRANDELLI, Emanuella and SCHREIER Martin; (2010) The Psychological Effects of Empowerment
  • Strategies on Consumers' Product Demand. Journal of Market- ing: January 2010, Vol. 74, No. 1, pp. 65-79.
  • GREWAL, Rajdeep, RAJ, Mehta and KARDES, R. Frank; (2000). The role of social identity function of attitudes in con- sumer innovativeness and opinion leadership. Journal of Eco- nomic Psychology, 21 (May), 233–252.
  • GURVİEZ, Patricia; (2000). Marque-consommateur : Contrat ou relation de confiance ?. Revue Française du Marketing - N° 2000/1, 31-44.
  • HENNİG-THURAU, Thorsten, GWİNNER, P. Kevin, WALSH, Gianfranco and GREMLER, D. Dwayne; (2004). Electronic word-of-mouth via consumer opinion platforms: What moti- vates consumers to articulate themselves on the Internet. Jour- nal of Intercative Marketing, 18(1), 38-52.
  • DE VALCK, Kristine, BRUGGEN h. V. Gerrit and WIERENGA Berend; (2009). Virtual communities: A marketing perspective.
  • Decision Support Systems; 47,185–203. KATZ, Elihu and LAZARSFELD, F. Paul; (1955). Personal influ- ence: The part played by people in the flow of mass communi- cations. Glencoe, IL: The Free Press.
  • KOZİNETS, V. Robert; (1999). E-tribalized marketing?: The strategic implications of virtual communities of consumption.
  • European Management Journal, 17(3), 252–264. KOZINETS, V. Robert; (2002). The field behind the screen: Us- ing netnography for marketing research in online communities.
  • Journal of Marketing Research, 39, 1, 61-72. MADUPU, Vivek and COOLEY, O. Delonia; (2010). Anteced- ents and consequences of online brand community participa- tion: A conceptual framework. Journal of Internet Commerce, :2, 127-147, DOI: 10.1080/15332861.2010.503850
  • MUNIZ, M. Jr. Albert and O’GUINN, C. Thomas; (2001). Brand community. Journal of Consumer Research, Vol. 27, March, 432.
  • ODABAŞI, Yavuz, ve BARIŞ, Gülfidan; (2002). Tüketici
  • Journal of Interactive Marketing no. 18 (3):5-14. RHEİNGOLD, Howard; (1993). The virtual community: Home- standing on the electronic frontier. New York, NY: Harper Col- lins.
  • RİDİNGS, Catherine and GEFEN, David; (2004). Virtual com- munity attraction: Why people hang out online. Journal of Com- puter-Mediated Communication. 10: 00. doi: 10.1111/j.1083- 2004.tb00229.x
  • RİTZER, George and JURGENSON, Nathan; (2010). Produc- tion, Consumption, Prosumption: The Nature of Capitalism in the Age of the Digital‘Prosumer’, Journal of Consumer Culture, , 1, 13–36.
  • SERAJ, Mina; (2012). We Create, We Connect, We Respect
  • Therefore We Are: Intellectual, Social, and Cultural Value in Online Communities. Journal of Interactive Marketing, 26(4), –222. TAPSCOTT, Don and ANTHONY D. Williams; (2007). Wikin- omics: How Mass Collaboration Changes Everything. New York: Penguin.
  • TOFFLER, Alvin; (1980). The Third Wave. New York, NY: Mor- row.
  • TÖNNİES, Ferdinand; (2001). Community and civil society.
  • Cambridge: Cambridge University Press. YEYGEL, Sinem (2006). Postmodern toplumsal yapının pazar- lamaya getirdiği yeni boyut: Topluluk pazarlaması (tribal mar- keting). bilig, Yaz / 2006, sayı 38: 197-228.

The Effect of Electronic Word of Mouth Communications on Consumer Purchase Decision

Yıl 2015, Sayı: 609, 63 - 72, 01.11.2015

Öz

Word of mouth communication plays an important role in consumer’s behavior. Thanks to current technological advancements, the process of searching and sharing information about products is no longer only made face-to-face, but also via virtual communities – where it is possible to reach much more people. The aim of this study is to provide a better understanding of the importance of electronic word of mouth communication and to analyze the behaviors of consumers in these platforms about the brands. In this context “Donanım Haber Forum” was investigated by netnography method. Acquired findings indicate that virtual communities are huge data repositories for the brands smart enough to use them. On the other hand, for the consumers, the findings of this research show that virtual communities are heavily influencing consumers purchase decision process

Kaynakça

  • ARMSTRONG, Arthur and HAGEL III, John; (1996). The real value of online communities. Harvard Business Review, 74, 141.
  • ARNDT, Johann; (1967). Role of product-related conversa- tions in the diffusion of a new product. Journal of Marketing Research, 4, 291-295.
  • BİCKART, Barbara and SCHİNDLER, Robert; (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40. doi: 10.1002/dir.1014
  • CASTELLS, Manuel; (2000). Materials for an exploratory the- ory of the network society. British Journal of Sociology, 51(1), –24.
  • CHEUNG, M. K. Christy and LEE, K. O. Matthew; (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53, 225.
  • COVA, Bernard and Cova. Veronique; (2002). Tribal market- ing: The tribalisation of society and it impact on the conduct of marketing. European Journal of Marketing. Vol. 36. _ 5/6. pp. 620.
  • DHOLAKIA, M. Utpal, BAGOZZI, P. Richard and PEARO, L. Klein; (2004). A social influence model of consumer participa- tion in network- and small-group-based virtual communities.
  • International Journal of Research in Marketing, Vol. 21 No. 3, 263. FOURNIER, Susan and LEE, Lara; (2009). Getting brand com- munities right. Harvard Business Review, april, 105-111.
  • FUCHS, Christophe, PRANDELLI, Emanuella and SCHREIER Martin; (2010) The Psychological Effects of Empowerment
  • Strategies on Consumers' Product Demand. Journal of Market- ing: January 2010, Vol. 74, No. 1, pp. 65-79.
  • GREWAL, Rajdeep, RAJ, Mehta and KARDES, R. Frank; (2000). The role of social identity function of attitudes in con- sumer innovativeness and opinion leadership. Journal of Eco- nomic Psychology, 21 (May), 233–252.
  • GURVİEZ, Patricia; (2000). Marque-consommateur : Contrat ou relation de confiance ?. Revue Française du Marketing - N° 2000/1, 31-44.
  • HENNİG-THURAU, Thorsten, GWİNNER, P. Kevin, WALSH, Gianfranco and GREMLER, D. Dwayne; (2004). Electronic word-of-mouth via consumer opinion platforms: What moti- vates consumers to articulate themselves on the Internet. Jour- nal of Intercative Marketing, 18(1), 38-52.
  • DE VALCK, Kristine, BRUGGEN h. V. Gerrit and WIERENGA Berend; (2009). Virtual communities: A marketing perspective.
  • Decision Support Systems; 47,185–203. KATZ, Elihu and LAZARSFELD, F. Paul; (1955). Personal influ- ence: The part played by people in the flow of mass communi- cations. Glencoe, IL: The Free Press.
  • KOZİNETS, V. Robert; (1999). E-tribalized marketing?: The strategic implications of virtual communities of consumption.
  • European Management Journal, 17(3), 252–264. KOZINETS, V. Robert; (2002). The field behind the screen: Us- ing netnography for marketing research in online communities.
  • Journal of Marketing Research, 39, 1, 61-72. MADUPU, Vivek and COOLEY, O. Delonia; (2010). Anteced- ents and consequences of online brand community participa- tion: A conceptual framework. Journal of Internet Commerce, :2, 127-147, DOI: 10.1080/15332861.2010.503850
  • MUNIZ, M. Jr. Albert and O’GUINN, C. Thomas; (2001). Brand community. Journal of Consumer Research, Vol. 27, March, 432.
  • ODABAŞI, Yavuz, ve BARIŞ, Gülfidan; (2002). Tüketici
  • Journal of Interactive Marketing no. 18 (3):5-14. RHEİNGOLD, Howard; (1993). The virtual community: Home- standing on the electronic frontier. New York, NY: Harper Col- lins.
  • RİDİNGS, Catherine and GEFEN, David; (2004). Virtual com- munity attraction: Why people hang out online. Journal of Com- puter-Mediated Communication. 10: 00. doi: 10.1111/j.1083- 2004.tb00229.x
  • RİTZER, George and JURGENSON, Nathan; (2010). Produc- tion, Consumption, Prosumption: The Nature of Capitalism in the Age of the Digital‘Prosumer’, Journal of Consumer Culture, , 1, 13–36.
  • SERAJ, Mina; (2012). We Create, We Connect, We Respect
  • Therefore We Are: Intellectual, Social, and Cultural Value in Online Communities. Journal of Interactive Marketing, 26(4), –222. TAPSCOTT, Don and ANTHONY D. Williams; (2007). Wikin- omics: How Mass Collaboration Changes Everything. New York: Penguin.
  • TOFFLER, Alvin; (1980). The Third Wave. New York, NY: Mor- row.
  • TÖNNİES, Ferdinand; (2001). Community and civil society.
  • Cambridge: Cambridge University Press. YEYGEL, Sinem (2006). Postmodern toplumsal yapının pazar- lamaya getirdiği yeni boyut: Topluluk pazarlaması (tribal mar- keting). bilig, Yaz / 2006, sayı 38: 197-228.
Toplam 28 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Research Article
Yazarlar

Belgin Bahar Bu kişi benim

Yayımlanma Tarihi 1 Kasım 2015
Yayımlandığı Sayı Yıl 2015 Sayı: 609

Kaynak Göster

APA Bahar, B. (2015). Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi. Finans Politik Ve Ekonomik Yorumlar(609), 63-72.
AMA Bahar B. Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi. FPEYD. Kasım 2015;(609):63-72.
Chicago Bahar, Belgin. “Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi”. Finans Politik Ve Ekonomik Yorumlar, sy. 609 (Kasım 2015): 63-72.
EndNote Bahar B (01 Kasım 2015) Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi. Finans Politik ve Ekonomik Yorumlar 609 63–72.
IEEE B. Bahar, “Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi”, FPEYD, sy. 609, ss. 63–72, Kasım 2015.
ISNAD Bahar, Belgin. “Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi”. Finans Politik ve Ekonomik Yorumlar 609 (Kasım 2015), 63-72.
JAMA Bahar B. Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi. FPEYD. 2015;:63–72.
MLA Bahar, Belgin. “Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi”. Finans Politik Ve Ekonomik Yorumlar, sy. 609, 2015, ss. 63-72.
Vancouver Bahar B. Elektronik Ağızdan Ağıza İletişimin Tüketici Satın Alma Kararlarına Etkisi. FPEYD. 2015(609):63-72.