THE EFFECT OF WORD OF MOUTH ON INTENTION TO PURCHASE

Abstract

Author(s): Derya OKYA?AR

Wod of mouth is very important for both consumers and companies. Consumers prefer the information that is spread by mouth to mouth communication because they are not commercial and natural. Consumers receive the product or service they receive by being influenced by word of mouth. Some are affected positively by what they hear about brands, while others are negatively affectedWord of mouth has gained a different dimension with the Internet and attracted the attention of companies. In this study, it has been tried to explain what kind of word of mouth types, advantages and disadvantages of the literature. In the conclusion section, it is examined how word of mouth affects the customer's purchase intention.

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