Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi

Bu çalışmanın amacı, elektronik ağızdan ağıza iletişim (E-AAİLT) konusunun pazarlama alanındaki önemini açıklamaktır. Bu amaçla, öncelikle, ağızdan ağıza iletişim (AAİLT) ve elektronik ağızdan ağıza iletişim (E-AAİLT) süreçleri anlatılmış ve bu süreçler arasındaki farklılıklar ortaya koyulmuştur. Sonrasında, yapılan sistematik bir literatür araştırması ile H indeksine göre belirlenmiş en iyi pazarlama dergilerinde E-AAİLT konusu ile ilgili yayınlanmış makaleler incelenmiştir. Bunun sonucunda, E-AAİLT’in “online ağızdan ağıza iletişim”, “online yorum” ve “online tavsiye” kelime grupları ile literatürde ifade edildiği görülmüştür. Ayrıca, bu konu ile ilgili ilk makalenin 2000 yılında yayınlandığı ve 2008 yılından sonra yapılan yayınların sayısında hızlı bir artış olduğu belirlenmiştir. Bu araştırma, E-AAİLT konusunun dünü ve bugünü ile ilgili önemli bulgular sunmaktadır.

The Importance of Electronic Word of Mouth in the Marketing Literature

This study aims to explain the importance of electronic word of mouth (E-WOM) in the marketing field. For this purpose, word of mouth (WOM) and electronic word of mouth (E-WOM) processes were explained firstly, and the differences between these processes were revealed. Then, the articles This study aims to explain the importance of electronic word of mouth (E-WOM) in the marketing field. For this purpose, word of mouth (WOM) and electronic word of mouth (E-WOM) processes were explained firstly, and the differences between these processes were revealed. Then, the articles about this topic published in the best marketing journals according to H index were inspected by a systematic literature review. It was observed that E-WOM is mentioned by “online word of mouth”, “online review” and “online recommendation” word groups in the literature. Additionally, the first article was published in 2000 and the number of studies about this subject has increased after 2008. This study presents findings about the past and today of the topic.

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