WORD OF MOUTH LITERATURE REVIEW
AĞIZDAN AĞIZA İLETİŞİM LİTERATÜR İNCELEMESİ

Author : Kazım KILINÇ
Number of pages : 214-248

Abstract

After World War II, word of mouth communication has become the focus of interest for both researchers and academics. This interest has been ongoing for as long as ever, and continues to increase. Word of mouth communication, for the consumer has an important role at every stage of the purchasing decision process, and also has an important role in terms of for the business. It is very important for the promotion and announcement of the goods and services produced by the enterprises and the enterprises for reasons such as being more economical than the other promotional and promotional means for the enterprises, mostly spontaneous formation and making the consumers into voluntary promoters. It also has great importance in the promotion and announcement of goods and services. Depending on the developments in communication technologies, the use of technological advances in oral communication has made it possible to reach very large masses, which has led to a higher level of achievement. This study was carried out to compile an index by compiling purposes and results of domestic and foreign studies related to oral communication. It is expected that this study will be an important resource for researching oral communication.

Keywords

Key words: Word of mouth communication, Viral WOMM, Whisper VOMM, e-WOM

Read: 1,108

Download: 383