Zeynep ERTEKİN ÖZDAMAR, Deniz ATİK

3019

Word-of-mouth communication in marketing: An exploratory study of motivations behind opinion leadership and opinion seeking

Bu çalışmanın amacı, nitel yöntemler aracılığıyla, hem fikir liderlerliğinin hem de fikir alma eğiliminin nedenlerini, batı-dışı bir ortamda derinlemesine incelemektir. Bulgular, fikir liderliğinin daha çok belli bir alanda olduğunu ve aynı bireyin hem fikir lideri hem de fikir alan olabileceğini göstermektedir. Çalışma ayrıca, fikir liderleri ve fikir alanların psikolojik ihtiyaçlarına ışık tutarak teori ve uygulama alanında katkı sağlamaktadır. Önceki çalışmalarda belirtilen özellik ve motivasyonlara ilaveten yeni boyutlar da bulunmuştur. Araştırma sonucunda ortaya çıkan motivasyonların çeşitliliği, yöneticilerin, tüketicileri kulaktan kulağa iletişime yönelten nedenleri ve psikolojik ihtiyaçlarını dikkate almaları gerektiğini göstermektedir. İleride yapılacak çalışmalar için verilen önerilerin yeni ampirik araştırmalara yol göstermesi beklenmektedir.

Pazarlamada kulaktan kulağa iletişim: Fikir liderliği ve fikir alma motivasyonları üzerine keşifsel bir araştırma

With a qualitative approach, this research aims to gain a deeper understanding of the motivations behind both opinion leadership and opinion seeking, in a non-western context. Findings show that no one is exclusively an opinion leader or a seeker and that both opinion leaders and seekers are motivated by deeper psychological needs, which may have a critical role in theory and practice. In addition to previously identified motivations and characteristics of opinion leaders and opinion seekers, new dimensions have been revealed. The diversity of motivations identified in this study suggests that managers must consider a broad range of reasons and deeper psychological needs that lead consumers to engage in word-of-mouth communication. Future research guidelines are provided which we hope will inspire additional empirical work.
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ODTÜ Gelişme Dergisi-Cover
  • ISSN: 1010-9935
  • Yayın Aralığı: Yılda 3 Sayı
  • Başlangıç: 2018
  • Yayıncı: ODTÜ İİBF
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Zeynep ERTEKİN ÖZDAMAR, Deniz ATİK