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PAZARLAMA BAĞLAMINDA GELENEKSEL VE İNTERNETTE AĞIZDAN AĞIZA İLETİŞİM: KURAMSAL BİR ÇERÇEVE

TRADITIONAL AND ONLINE WORD-OF-MOUTH IN MARKETING CONTEXT: A THEORETICAL FRAMEWORK

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Abstract (2. Language): 
In fact, word-of-mouth or verbal communication is a type of communication which the people use frequently, and by which they are influenced in daily life. The effect created by wordof- mouth has become more evident and more important especially after the widespread use of internet. All interpersonal communication means, which has gained a new dimension with the close interest of marketers to the topic, have started to be followed closely and wanted to be conducted. In this study, it is aimed that the concepts of ‘traditional word-of-mouth’ and ‘online word-of-mouth’ will be explained, and word-of-mouth will be presented in terms of both traditional means and online means, particularly in marketing context. For this purpose, a conceptual ‘traditional word-of-mouth model’ and ‘online word-of-mouth model’ have been put forward in marketing context.
Abstract (Original Language): 
Ağızdan ağıza iletişim ya da sözlü/ağızdan iletişim, gerçekte insanların günlük yaşamlarında sıklıkla kullandıkları ve etkiye maruz kaldıkları iletişim şeklidir. Ağızdan ağıza iletişimin yarattığı etki özellikle internet kullanımının yaygınlaşmasıyla birlikte daha belirgin ve önemli hale gelmiştir. Pazarlamacıların konuya yakın ilgi göstermesiyle yeni bir boyut kazanan tüm kişilerarası iletişimler yakından izlenmeye başlamış ve yönlendirilmek istenmiştir. Çalışmada geleneksel ve internette ağızdan ağıza iletişim kavramlarının açıklanması ve özellikle pazarlama bağlamında ağızdan ağıza iletişimin hem geleneksel olarak hem internet boyutuyla ortaya konması amaçlanmaktadır. Bu amaçla pazarlama bağlamında kavramsal bir geleneksel ağızdan ağıza iletişim modeli ve internette ağızdan ağıza iletişim modeli ortaya konulmuştur.
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