Elektronik Ağızdan Ağıza İletişimin Pazarlama Literatüründeki Önemi

Abstract

This study aims to explain the importance of electronic word of mouth (EWOM) 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 (EWOM) 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. (English) [ABSTRACT FROM AUTHOR]