KİŞİSEL ETKİ KAYNAKLARI VE AĞIZDAN AĞIZA İLETİŞİM AĞI
Abstract: The term word of mouth communication is used to describe
verbal communication (either positive or negative) between groups such as
independent experts, family and friends and the actual or potential consumer.
The literature suggests that word of mouth communication is an extremely
important factor in the consumer’s final purchase decision, sometimes even
more influential than other promotional methods. While the mass media is
generally effective in generating product awareness, in many instances
consumers more often rely on word of mouth communication when making
their actual purchasing decisions. Because the word of mouth communication is
important, this paper aims to explore word of mouth communication in detail.
Keywords: Communication, Word of Mouth Communication, Word
of Mouth Communication Network.
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