A Conceptual Overview of Electronic WOM in Marketing Communications

Proceedings of The 4th International Academic Conference on Management and Economics

Year: 2021

DOI:

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A Conceptual Overview of Electronic WOM in Marketing Communications

V. Özlem Akgün, A. Alper Çalışkan

ABSTRACT: 

In today’s world, technology is developing faster day by day and this development significantly changes lifestyles. Within this transformation, there are important transformations in marketing activities and consumer perceptions. Marketing communication is now developing with a focus on increasing customer satisfaction. While it is easier to find customers, retaining the same customer brings with it a much more difficult process. The main reasons for this situation are that in today’s digital marketing environment, consumers have the opportunity to get the products they want, whenever they want, there are many alternatives while doing this, and they can access user comments much more easily when choosing products. In this context, it is stated that the rapid progress in technological developments plays an active role in the transfer of word-of-mouth marketing communication practices, which are among the modern marketing techniques, to the electronic environment. However, the decrease in human interaction, especially in the physical environment, due to the Covid-19 pandemic has contributed to the fact that a significant part of word-of-mouth marketing communication takes place in the technological environment and the concept of electronic word-of-mouth marketing has become much more popular.

The aim of this study is to reveal the concept of electronic word of mouth marketing, which has increased in importance and popularity in marketing communication, with its theoretical components and to deal with the studies on the subject with a holistic approach. In addition, it is aimed to include sample applications for electronic word of mouth marketing activities.

keywords: Electronic Word of Mouth Marketing; Marketing Communications; Modern Marketing; Word of Mouth Marketing.