Dijital Pazarlamada Gerçeğin Sifir Ani Yaklaşimi Açisindan Elektronik Ağizdan Ağiza İletişimin Tüketicilerin Satin Alma Davranışı ile İlişkisi ve Bir Araştırma

Aypar Uslu, Serdar Pirinti and İçim Aksoy Özer
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Aypar Uslu: Marmara Üniversitesi, İşletme Fakültesi, İşletme Bölümü, Öğretim Üyesi
Serdar Pirinti: Marmara Üniversitesi, İşletme Fakültesi, İşletme Bölümü, Öğretim Üyesi
İçim Aksoy Özer: Marmara Üniversitesi, Pazarlama, Tezli Yüksek Lisans Mezunu

Yildiz Social Science Review, 2019, vol. 5, issue 1, 63-84

Abstract: The technological developments that have been taking place in the present day brought along the changes and developments in the field of marketing. Instead of traditional word of mouth methods, consumers communicate via electronic word of mouth through many Internet channels such as social networks, blogs, online communities, news groups, product review websites, discussion forums, e-mails, etc. The presence of a large number of online platforms where consumers can learn about a product or service and the use of these online platforms by consumers to obtain information, which are a click away, enable to investigate the relationship between the motivations that encourage consumers to seek electronic word of mouth and their purchase behavior. In the research, a research model in term of Zero Moment Of Truth, was developed to examine the relationship between motivations that encourage consumers to seek electronic word of mouth after being warned about a product or service and their purchase behavior. The research data obtained by applying an online questionnaire to 528 online consumers in the Istanbul province where the researcher also lives. The research data obtained reveal the relationship between motivations that encourage consumers to search for opinions and evaluations of other consumers from online platforms and consumers' purchase behavior.

Keywords: Zero Moment of Truth Approach; Digital Marketing; Electronic Word of Mouth; Purchase BehaviorJournal: Yildiz Social Science Review (search for similar items in EconPapers)
JEL-codes: F00 F30 G00 G10 K00 K20 M00 M20 O10 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aye:journl:v:5:y:2019:i:1:p:63-84

DOI: 10.51803/yssr.541735

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