SOSYAL FORUM SİTELERİNDE PAYLAŞILAN ÖNERİ VE YORUMLARIN SATIN ALMA DAVRANIŞI ÜZERİNE ETKİSİ: FACEBOOK ÖRNEĞİ

Geleneksel ağızdan ağıza iletişim birbirini tanıyan kişiler arası ticari amaç gütmeden kullanılan sözlü iletişim türüdür. Elektronik ağızdan ağıza iletişim ise insanların ve kurumların internet aracılığıyla belirli bir ürün ya da şirket hakkında potansiyel, gerçek ya da eski müşterileriler tarafından yapılan bütün olumlu veya olumsuz bildirimlerini ifade eder. Teknoloji ile birlikte ağızdan ağıza iletişim yerini elektronik ağızdan ağıza iletişime bırakmıştır. Elektronik ağızdan ağıza iletişim en yaygın olduğu ortamlar ise sosyal forum siteleridir. Bu araştırmanın amacı; Facebook arkadaşlarının bir ürün ya da hizmet ile ilgili birbirleriyle paylaştıkları öneri ve yorumların satın alma tercihleri ve davranışları üzerine etkisinin bulunup bulunmadığının tespit edilmesidir. Bu amaçla Gümüşhane Üniversitesi öğrencileri ve personelinden facebook sitesi kullananlara bir anket uygulaması gerçekleştirilmiştir. Elde edilen sonuca göre sosyal forum sitelerinde gerçekleşen ağızdan ağıza iletişim bireylerin satın alma süreçlerini etkilemektedir

THE EFFECT OF SHARED ADVICE AND REVIEWS ON SOCIAL FORUM SITES ON BUYING BEHAVIOR: EXAMPLE OF FACEBOOK

Traditional Word of mouth communication is a verbal communication type which have been used without commercial purpose between people who are familiar to each other. Electronic word of mouth communication states whole positive and negative notifications which have been done by potential, real or old customers about a product or a firm by using internet. Word of mouth communication gave place to electronic word of mouth communication by the technology progress. The most common communication environment for electronic word of mouth communication is Facebook. The aim of this research is to specify the effect of shared advice and reviews which have been written by Facebook friends about a product or a service on buying behaviours. For this purpose, a questionnary applying has been done on Gümüşhane University personnels and students who are using Facebook site. Obtained result is that, word of mouth which actualized on socail media affects customers’ buying behaviours

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