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- Title
İNTERNET ÇAĞINDA AĞIZDAN AĞIZA PAZARLAMANIN YENİDEN YÜKSELİ Şİ.
- Authors
İnan, Eda Atilgan
- Abstract
The upward trend of word of mouth marketing among marketing professionals and academicians is noteworthy. Word of mouth marketing, which is effective in every stage of customer buying decision process, has now been questioning the effectiveness of traditional marketing strategies, especially with the widespread use of Internet. In this article, the "word of mouth marketing" concept is examined among the articles searched within the context of Social Science Citation Index (SSCI) in the field of marketing. This study aims at providing valuable insights to the researchers dealing with word of mouth marketing for defining the research problem, constructing the model, and identifying the variables.
- Subjects
MARKETING strategy; DECISION making; INTERNET use in business; ECONOMIC models; CONSUMER behavior; MARKETING periodicals; MARKETING effectiveness
- Publication
Ataturk University Journal of Economics & Administrative Sciences, 2012, Vol 26, Issue 2, p191
- ISSN
1300-4646
- Publication type
Article