ÇAYLAK, Pelin Gazi Üniversitesi - Sosyal Bilimler Enstitüsü İşletme ABD - Pazarlama Yüksek Lisans Programı, Turkey , TOLON, Metehan Gazi Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey

WORD OF MOUTH MARKETING AND A RESEARCH ABOUT CUSTOMERS’ USAGE OF WORD OF MOUTH MARKETING

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In today s highly competitive environment, consumers are exposed to many marketing activities, at this stage spread through word of mouth communication of information and opinions in consumers decision-making process may be faster and more efficient. Word of mouth communication, consumer purchasing power is impressive in the process, businesses, and less costly than traditional marketing methods, which is an effective word of mouth marketing have started to. Within this research, a questionnaire consisting of 13 questions to consumers living in Ankara, applied 414 volunteers, the obtained data were analyzed using SPSS v15.0 software package. The research took place between consumers in the process of buying behavior and investigates the effect of word of mouth communication and in the process of buying as well as sharing information, getting advice, recommend is an effective means of communication has been concluded, as well as advice to businesses to use this communication has been developed as a marketing activity.

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Word of Mouth , Word of Mouth Behaviors , Word of Mouth Marketing

Journal Of Economics an‎d Administrative Sciences

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