An Overview on Traditional and Electronic Word of Mouth Communication (WOM)

Esra Demirbaş

EN TR

An Overview on Traditional and Electronic Word of Mouth Communication (WOM)

Abstract

WOM is an informal communication way occurring between consumers about a product, a service or an organization in order to pass their opinion, mostly their delight or dissatisfaction through other people. Customers of some special categories of products and especially services feel obligatory to apply WOM to be wised during pre-purchase period. As WOM importance has been increasing and it has been becoming a critical issue affecting performance of organizations, different studies took their place in the literature .Technological developments boosted the means of WOM communications and introduced online WOM, making it keep its actuality. Although the definition of WOM is quite simple, unfortunately its context does no. Roles of WOM parties such as sender and receiver, power and retention of the transmitted message, how it affects costumer purchasing process ,how a negative WOM could be transformed to a second chance to augment consumer satisfaction and to improve the quality of the product.

The aim of this study is to overview different topics that have been already observed related to both traditional and online WOM communications and to consolidate the key, critical and actual belonging issues. Finally, subjects for the future WOM researches will be suggested.

Keywords

WOM,E-WOM,Market Maven,Opinion Leader,Information Seeker and Provider

Geleneksel ve Elektronik Ağızdan Ağıza İletişim Yöntemlerine Genel Bir Bakış

Öz

Ağızdan ağıza iletişim (WOM-word of mouth); tüketicilerin, bir ürün, hizmet veya kurumla ilgili çoğunlukla memnun kalmadıkları veya beğendikleri hususları diğer kişilere iletmek üzere kullandıkları resmi olmayan bir iletişim yoludur.

Bazı özel ürün kategorilerinde ve özellikle de hizmet sektöründe, müşterilerin satın alım öncesi WOM’dan etkilenip karar verdikleri düşünülmektedir. Globalleşen ve gelişen iletişim teknolojileri neticesinde WOM’un gittikçe artan önemi ve kurumların performansını etkileyen kritik bir konu haline gelmesine bağlı olarak, bu konuda literatürde farklı çalışmalara yer verilmiştir. Teknolojik gelişmeler, WOM iletişim mecralarını artırmış ve elektronik WOM(e-WOM) geliştirilerek, önemi bir kez daha ortaya konmuştur. WOM’un oldukça basit olan tanımının aksine içeriği önemlidir. WOM’u gönderen ve alan tara arının rolü, iletilen mesajın gücü ve akılda tutulma süresi, müşterinin satın alma sürecini nasıl etkilediği, olumsuz bir WOM’un tüketicinin memnuniyetini artırmak ve ürünün kalitesini iyileştirmek için ikinci bir şans olarak değerlendirilmesi gerektiği hususları dahil olmak üzere, bu çalışmanın amacı hem geleneksel hem de elektronik WOM/e-WOM ile ilgili olarak gözlemlenen farklı konuları gözden geçirmek ve anahtar, kritik ve güncel konularını pekiştirmektir. Son bölümde de gelecekteki WOM araştırmaları için önerilerde bulunulacaktır.

Anahtar Kelimeler

geleneksel wom,e-wom,pazarda engin bilgi sahibi,lider görüşlü,bilgi arayan,bilgi sağlayan

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Details

Primary Language

English

Subjects

-

Journal Section

Review

Authors

Esra Demirbaş ^*
İSTANBUL YENİ YÜZYIL ÜNİVERSİTESİ
Türkiye

Publication Date

January 18, 2018

Submission Date

December 15, 2017

Acceptance Date

January 3, 2018

Published in Issue

Year 2018 Volume: 2 Number: 1

IZ

https://izlik.org/JA39AL25BX

APA

Demirbaş, E. (2018). An Overview on Traditional and Electronic Word of Mouth Communication (WOM). Lectio Socialis, 2(1), 16-26. https://izlik.org/JA39AL25BX

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An Overview on Traditional and Electronic Word of Mouth Communication (WOM)

Abstract

Keywords

Geleneksel ve Elektronik Ağızdan Ağıza İletişim Yöntemlerine Genel Bir Bakış

Öz

Anahtar Kelimeler

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

IZ

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