AĞIZDAN AĞZA PAZARLAMANIN YENİDEN YÜKSELİŞİ

Öz Pazarlama alanındaki profesyoneller ve akademisyenler arasında, ağızdan ağıza pazarlamanın son dönemlerde yeniden yükselişi dikkat çekici düzeydedir. Tüketici satın alma karar sürecinin her aşamasında etkin olan ağızdan ağıza pazarlama faaliyetleri, özellikle İnternet’in hızla yaygınlaşmasıyla geleneksel pazarlama stratejilerinin etkinliğini sorgular olmuştur. Bu makalede “ağızdan ağıza pazarlama” kavramı, pazarlama alanındaki Sosyal Bilimler Atıf İndeksi’nde (SSCI) taranan bilimsel makaleler kapsamında incelenmiştir. Bu çalışmanın, ilgili alanda çalışmak isteyenlere, araştırma probleminin tanımlanmasında, modelinin oluşturulmasında, ağızdan ağıza pazarlamaya ilişki değişkenlerin ortaya konmasında önemli ipuçları sunduğu düşünülmektedir.

Anahtar Kelimeler:

ağızdan ağıza pazarlama, pazarlama dergileri, İnternet tüketici davranışı

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