Marka değerinin ağızdan ağıza iletişim üzerindeki etkisinin incelendiği bu araştırma, İstanbul vakıf üniversitelerindeki havacılık bölümlerinde öğrenim gören ön lisans öğrencileri üzerinde gerçekleştirilmiştir. Örneklem seçiminde, “Kolayda Tekniğinden” yararlanılmıştır. Araştırma verileri, anket tekniği ile toplanmıştır. Katılımcılara Google Form üzerinden dağıtılan anketlerden geçerli olarak k...

Word of mouth (WOM) is an important component of a complex and dynamic marketplace environment, and as such, WOM research is best undertaken as part of a holistic research program. Five principles describing the operation of WOM are discussed, supported by data, and examples drawn from recent research studies. Complexity science modeling is introduced as an effective method for simulating the r...

The customers who buy the most from you are probably not your best marketers. What's more, your best marketers may be worth far more to your company than your most enthusiastic consumers. Those are the conclusions of professors Kumar and Petersen at the University of Connecticut and professor Leone at Ohio State University, who analyzed thousands of customers in research focused on a telecommun...

IKEA is a fast-growing multinational home furnishings company started in 1943 Sweden. Using comparative analysis of the brand Malaysia and China, this research intends to analyze relationship between attitude, experience, love, word mouth. The data collected from China (N=100) revealed that love impact This paper contributes consumer-brand relationships literature by exploring role retail brand...

Most past research on word-of-mouth (WOM) communication has focused on the attributes of the WOM sender, such as opinion leadership and innovativeness. However, since WOM communication involves the interaction of the sender and the receiver, it is important to examine the relationship between the two. Past research on personal influence which examines the relational context includes two contrad...

Brands and word-of-mouth are cornerstones of marketing. Yet, their relationship has received relatively little attention. This study aims to enhance our understanding of brand characteristics as antecedents of WOM by executing a comprehensive empirical analysis. For this purpose, we constructed a unique data set on online and offline WOM and characteristics for over 600 of the most talked-about...

Pariwisata merupakan sektor yang memiliki kontribusi bagi negara dengan menyerap tenaga kerja sangat besar. Berkembangnya industri pariwisata dapat mendorong ekonomi masyarakat, namun belum banyak diberdayakan secara optimal. Di sisi lain, tuntutan akan kualitas pelayanan suatu wisata menjadi hal perlu ditingkatkan untuk memberikan kepuasan wisatawan. Penelitian ini bertujuan menguji pengaruh W...

As a form of online word-of-mouth (WOM), comments (or reviews) are way for consumers to understand products and judge the quality products. With widespread application reviews in e-commerce, directly affect consumers' purchasing decisions certain extent. This essay will try demonstrate that marketing information affected by users or consumers’ cognition, emotions, behavioral tendencies. Markete...