Author/Authors :
ATILGAN İNAN, Eda Akdeniz Üniversitesi İİBF - İşletme Bölümü Öğretim Üyesi, Turkey
Title Of Article :
RESURGENCE OF WORD OF MOUTH MARKETING IN THE INTERNET ERA
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.
NaturalLanguageKeyword :
word of mouth marketing , marketing journals , Internet , consumer behaviour
JournalTitle :
Journal Of Economics and Administrative Sciences, Ataturk University
