THE RELATIONSHIP AMONG VIRTUAL EXPERIENTIAL MARKETING AND WORD OF MOUTH INTENTIONS


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Authors

  • Nilay KÖLEOĞLU Çanakkale Onsekiz Mart University
  • Hale ÇOLAKOĞLU Çanakkale Onsekiz Mart University

Keywords:

Virtual Experiential Marketing, Word of Mouth Intentions, Regression Analysis

Abstract

Advances in information and web Technologies have open numerous opportunities for experiential
marketing. The prevalence of the Internet has led to the rapid progress of virtual experiential
marketing. Contact with the consumer has given them a unique experience and the opportunity to
choose their own brand instead of the competitors has given a different perspective to the marketing. It
is no coincidence that consumers prefer to choose products based on their experience rather than
their qualities and interests. With the increase of the number of internet users, social media, e-mail
and other sites allow short-term discussion of product values through word of mouth communication.
The purpose of this study is to examine the relationship between virtual experiential marketing and
word of mouth intentions. Data was obtained by the questionnaire method. The results of the study
showed that there is a meaningful and positive relationship between virtual experiential marketing
and word of mouth intentions.

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Published

2018-02-19

How to Cite

KÖLEOĞLU, N., & ÇOLAKOĞLU, H. (2018). THE RELATIONSHIP AMONG VIRTUAL EXPERIENTIAL MARKETING AND WORD OF MOUTH INTENTIONS. JOURNAL OF AWARENESS, 2(Special 2), 19–32. Retrieved from https://journals.gen.tr/index.php/joa/article/view/299

Issue

Vol. 2 No. Special 2 (2017)

Section

Research Articles

License

When the  article is accepted for publication in the Journal of Awareness, authors transfer all copyright in the article to the Rating Academy Ar-Ge Yazılım Yayıncılık Eğitim Danışmanlık ve Organizasyon Ticaret Ltd. Şti.The authors reserve all proprietary right other than copyright, such as patent rights. 

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This paper contains works that have not previously published or not under consideration for publication in other journals.