Journal of Yaşar University

Yazarlar: Eda OZTURK

Konular:-

DOI:10.19168/jyu.01701

Anahtar Kelimeler:Internet Advertising,Word of Mouse,Social Networks,Attitude

Özet: Word of mouth is one of the oldest form of advertising. The emergence of word of mouth advertising is fueled by the rise of internet. Internet is created a new channel for word of mouth advertising and social networks are one of them. But it’s stil a new phenomen and there are not much study done in this field. Therefore this study starts from the development of the practice and go through the features, components and types of word of mouth advertising focused on internet. In this research consumer attitudes towards social networks and advertising on these channels are investigated by a qualitative research. As a social network Facebook and Twitter are examined. After focus group studies; informativeness, entertainment, irritation, agenda setting are found as factors of determinative of the consumer attitude toward social networks ads

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