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Pazarlama “Ajanı” Tüketici: Bir İş Fikri Olarak Katılımcı Pazarlama

Year 2017, Volume: 9 Issue: 4, 149 - 160, 30.11.2017

Feyzan Karabulut

Abstract








T keticilerin satın alma kararı s recinde diğer t keticilerin yorumlarından, tavsiyelerinden ve deneyimlerin-
den etkilendikleri bilinmektedir. İnternet teknolojisinin giderek daha etkin ve ulaşılabilir hale gelmesi, t ketici-
ler arası iletişimin ve etkileşimin artmasına ve beraberinde marka ya da markanın sunduğu r n veya hizmet
hakkındaki yorumların etkisinin de artmasına sebep olmuştur. T keticinin marka ile işbirliği yaptığı, marka
elçisi olarak pazarlama mesajını yaydığı, r n deneyimlerini çevresiyle paylaştığı ve hedef pazar hakkında
bilgi topladığı katılımcı pazarlama, firma destekli bir ağızdan ağıza pazarlama anlayışı olarak işletmeler tara-
fından oldukça ilgi görmektedir. Katılımcı pazarlamayı bir iş fikri olarak hayata geçiren organizasyonlar olarak
katılımcı pazarlama platformları markalarla işbirliği içinde çalışmakta ve markalara onlar adına çalışabilecek
gön ll marka elçilerine ulaşma imkanı sağlamaktadır. Katılımcı pazarlama ve katılımcı pazarlama platform-
ları hen z akademik literat rde yeni tartışılan bir konu olduğundan katılımcı pazarlama platformları hakkında
bilimsel bilgi birikimi yetersiz kalmaktadır. Bu çalışmada konuyla ilgili mevcut literat r incelenmiş olup, konu-
ya ilişkin temel bilgi birikiminin ve kavramsal çerçevenin oluşturulması amaçlanmaktadır 




Keywords

Ağızdan ağıza pazarlama Vızıltılı Pazarlama Buzz Pazarlama Viral Pazarlama

References

  • Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4, 291-295.
  • Balter, D., ve Butman, J. (2005). Grapevine: The new art of word-of-mouth marketing. New York: Penguin.
  • Bone, P. F. (1992). Determinants of word-of-mouth communications during product consumption. Advances in Consumer Research, 19, 579-583.
  • Buttle, F. A. (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6, 241-254.
  • Carl, W. J. (2006a). To Tell Or Not To Tell? Assessing the Practical Effects of Disclosure for Word-of-Mouth Marketing Agents and Their Conversational Partners. A Summary Report. Northeastern University Communication Studies.
  • Carl, W. J. (2006b). What’s All the Buzz About? Ev- eryday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices. Management Communication Quarterly, 19(4), 601-634.
  • Crowdtap. (2013, March). The Collaborative Market- ing Future : How co-creation and advocacy will drive winning companies. Retrieved from http://corp. crowdtap.com.s3-website-us-east-1.amazonaws. com/whitepapers/Crowdtap-Collaborative-Mar- keting-Future.pdf.
  • Edelman. (2014). Brandshare 2014. Retrieved from http://www.edelman.com/insights/intellectual-property/brandshare-2014/about-brand- share-2014/.
  • Erman, E. (2013, Kasım). Yeni Bir WOMM Platfor- mu : Tavsiye Evi. Marketing Türkiye. http://tavsiyeevi.com/pdf/marketing_turkiye_1.pdf adresinden ulaşılmıştır.
  • Gibson, J. (2015). Word-of-Mouth, Social Media and Viral Advertising. Retrieved from http://marketing-made-simple.com/articles/word-of-mouth advertising.htm.
  • Godes, D., ve Mayzlin, D. (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science, 28(4), 721-739.
  • Godin, S. (2000). Unleashing the Idea Virus. Retrieved from http://www.sethgodin.com/ideavirus/ downloads/ideavirusreadandshare.pdf.
  • Godin, S. (2004). Purple Cow. New York: Penguin.
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G. ve Gremler D. D. ( 2003). Electronic Word-of-Mouth: Motives for and Consequences of Reading Custo- mer Articulations on the Internet. International Jour- nal of Electronic Commerce, 18(1), 38-52.
  • Higie, R. A., Feick, L. F. ve Price, L. L. (1987). Types and amount of word-of-mouth communications about retailers. Journal of Retailing, 63(3), 260-278.
  • http://corp.crowdtap.com
  • https://www.fikrimuhim.com
  • http://shespeaksinc.com
  • http://tavsiyeevi.com
  • http://www.tremor.com
  • http://www.trnd.com/tr/
  • Kaya, İ. (2015). Pazarlama Bi’tanedir!. İstanbul: Babıali K lt r Yayıncılığı.
  • Keller, E. ve Berry, J. (2005, March). The state of WOM, 2005: The consumer perspective. The Word of Mouth Marketing Association Summit, Chicago. Retrieved from www.womma.org/summit/pres/ womma_summit_keller.pdf
  • Keller, E. ve Fay, B. (2016). How to use in uencers to drive a word-of-mouth strategy. Warc Best Prac- tice. Retrieved from https://www.kellerfay.com/ wp-content/uploads/2016/05/Keller_Fay_How_ to_use_in uencers_to_drive_a_wordofmouth_ strategy_.pdf.
  • Leatham, G. B. ve Duck, S.W. (1990). Conversations with friends and the dynamics of social support. In S.W. Duck ve W. R. C. Silver (Eds.), Personal relation- ships and social support (pp. 1-29). London: Sage.
  • Martin, K.D. ve Smith, N.C. (2008). Commerciali- zing Social Interaction: The Ethics of Stealth Marke- ting. Journal of Public Policy & Marketing, 27(1), 45-56.
  • Marsden, P. (2006). Seed to Spread: How Seeding Trials Ignite Epidemics of Demand. In J. Kirby, & P. Marsden (Eds.), Connected Marketing (pp. 3-23). Oxford: Elsevier.
  • Nielsen Company. (2015). Global Trust in Adverti- sing. Retrieved from http://www.nielsen.com/us/ en/insights/reports/2015/global-trust-in-adverti- sing2015.html.
  • Salzman, M., Matathia, I. ve O’Reilly, A. (2003). Buzz: Harness the Power of In uence and Create De- mand. New Jersey: John Wiley & Sons, Inc.
  • Sawhney, M. Verona G. ve Prandelli E. (2005). Col- laborating To Create: The Internet As A Platform For Customer Engagement In Product Innovation. Journal of Interactive Marketing, 19(4), 1-14.
  • Srinath, M. ve Matthew, M. (2005). P&G’s Tremor: Reinventing Marketing by Word of Mouth. IBM Case Development Center.
  • Stern, B. (1994). A revised model for advertising: Multiple dimensions of the source, the message, and the recipient. Journal of Advertising, 23(2), 5-16.
  • Stokes, D. ve Lomax, W. (2002). Taking Control of Word-of-Mouth Marketing: The Case of an Entrep- reneurial Hotelier. Journal of Small Business and En- terprise Development, 9(4), 349-357.
  • Tavsiye Evi. (2014, Şubat). 2014’ n Mecrası : Tavsiye Evi. Martı. http://tavsiyeevi.com/pdf/tavsiyee- vi_marti.pdf adresinden ulaşılmıştır.
  • Vranica, S. (2005, February 9). Getting buzz mar- keters to fess up. The Wall Street Journal Online. Retrieved from
  • http://online.wsj.com/arti- cle/0,,SB110790837180449447,00.html.
  • Walker, R. (2004). The Hidden (in Plain Sight) Per- suaders. The New York Times. Retrieved from http:// www.nytimes.com/2004/12/05/magazine/ the-hidden-in-plain-sight-persuaders.html?_r=0.
  • Wells, M. (2004, February 2). Kid nabbing. For- bes. Retrieved from www.forbes.com/for- bes/2004/0202/084_print.html.
  • Whitler, K. A. (2014). Why Word Of Mouth Marketing Is The Most Important Social Me- dia. Forbes. Retrieved from http://www.for- bes.com/sites/kimberlywhitler/2014/07/17/ why-word-of-mouth-marketing-is-the-most-impor- tant-social-media/#1fca6a427a77.
  • WOMMA. (2014). Return on WOM. Retrie- ved from http://womma.org/wp-content/ uploads/2015/09/STUDY-WOMMA-Re- turn-on-WOM-Executive-Summary.pdf. www.bzzagent.com/pg/GettingStarted www.dunnhumby.com/what-we-do

Consumer as a marketing “agent”: collaborative marketing agencies

Year 2017, Volume: 9 Issue: 4, 149 - 160, 30.11.2017

Feyzan Karabulut

Abstract








It is known that consumers are in uenced by other consumers’ recommendations and experiences in making
buying decisions. More effective and reachable Internet technology also provides an effective interaction and a
better communication between peers. This phenomenon increased the in uence of the consumer recommenda-
tions on the brand or products and services of the brand. Collaborative marketing enables consumers to work
with the companies and behave like a brand advocates, spread the word-of-mouth and share opinions about
the products or services of the brands with their peers. The organizations that adopt collaborative marketing as
an entrepreneurial idea, work with the brands and create brand advocates for them to create buzz voluntarily.
Collaborative marketing and collaborative marketing platforms are newly discussed matters in the academic li-
terature. In this article, it is aimed to fill the gap in the literature about the subject and the conceptual framework
of the subject has been formed 




Keywords

Word-of-mouth buzz marketing viral marketing

References

  • Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4, 291-295.
  • Balter, D., ve Butman, J. (2005). Grapevine: The new art of word-of-mouth marketing. New York: Penguin.
  • Bone, P. F. (1992). Determinants of word-of-mouth communications during product consumption. Advances in Consumer Research, 19, 579-583.
  • Buttle, F. A. (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6, 241-254.
  • Carl, W. J. (2006a). To Tell Or Not To Tell? Assessing the Practical Effects of Disclosure for Word-of-Mouth Marketing Agents and Their Conversational Partners. A Summary Report. Northeastern University Communication Studies.
  • Carl, W. J. (2006b). What’s All the Buzz About? Ev- eryday Communication and the Relational Basis of Word-of-Mouth and Buzz Marketing Practices. Management Communication Quarterly, 19(4), 601-634.
  • Crowdtap. (2013, March). The Collaborative Market- ing Future : How co-creation and advocacy will drive winning companies. Retrieved from http://corp. crowdtap.com.s3-website-us-east-1.amazonaws. com/whitepapers/Crowdtap-Collaborative-Mar- keting-Future.pdf.
  • Edelman. (2014). Brandshare 2014. Retrieved from http://www.edelman.com/insights/intellectual-property/brandshare-2014/about-brand- share-2014/.
  • Erman, E. (2013, Kasım). Yeni Bir WOMM Platfor- mu : Tavsiye Evi. Marketing Türkiye. http://tavsiyeevi.com/pdf/marketing_turkiye_1.pdf adresinden ulaşılmıştır.
  • Gibson, J. (2015). Word-of-Mouth, Social Media and Viral Advertising. Retrieved from http://marketing-made-simple.com/articles/word-of-mouth advertising.htm.
  • Godes, D., ve Mayzlin, D. (2009). Firm-Created Word-of-Mouth Communication: Evidence from a Field Test. Marketing Science, 28(4), 721-739.
  • Godin, S. (2000). Unleashing the Idea Virus. Retrieved from http://www.sethgodin.com/ideavirus/ downloads/ideavirusreadandshare.pdf.
  • Godin, S. (2004). Purple Cow. New York: Penguin.
  • Hennig-Thurau, T., Gwinner, K.P., Walsh, G. ve Gremler D. D. ( 2003). Electronic Word-of-Mouth: Motives for and Consequences of Reading Custo- mer Articulations on the Internet. International Jour- nal of Electronic Commerce, 18(1), 38-52.
  • Higie, R. A., Feick, L. F. ve Price, L. L. (1987). Types and amount of word-of-mouth communications about retailers. Journal of Retailing, 63(3), 260-278.
  • http://corp.crowdtap.com
  • https://www.fikrimuhim.com
  • http://shespeaksinc.com
  • http://tavsiyeevi.com
  • http://www.tremor.com
  • http://www.trnd.com/tr/
  • Kaya, İ. (2015). Pazarlama Bi’tanedir!. İstanbul: Babıali K lt r Yayıncılığı.
  • Keller, E. ve Berry, J. (2005, March). The state of WOM, 2005: The consumer perspective. The Word of Mouth Marketing Association Summit, Chicago. Retrieved from www.womma.org/summit/pres/ womma_summit_keller.pdf
  • Keller, E. ve Fay, B. (2016). How to use in uencers to drive a word-of-mouth strategy. Warc Best Prac- tice. Retrieved from https://www.kellerfay.com/ wp-content/uploads/2016/05/Keller_Fay_How_ to_use_in uencers_to_drive_a_wordofmouth_ strategy_.pdf.
  • Leatham, G. B. ve Duck, S.W. (1990). Conversations with friends and the dynamics of social support. In S.W. Duck ve W. R. C. Silver (Eds.), Personal relation- ships and social support (pp. 1-29). London: Sage.
  • Martin, K.D. ve Smith, N.C. (2008). Commerciali- zing Social Interaction: The Ethics of Stealth Marke- ting. Journal of Public Policy & Marketing, 27(1), 45-56.
  • Marsden, P. (2006). Seed to Spread: How Seeding Trials Ignite Epidemics of Demand. In J. Kirby, & P. Marsden (Eds.), Connected Marketing (pp. 3-23). Oxford: Elsevier.
  • Nielsen Company. (2015). Global Trust in Adverti- sing. Retrieved from http://www.nielsen.com/us/ en/insights/reports/2015/global-trust-in-adverti- sing2015.html.
  • Salzman, M., Matathia, I. ve O’Reilly, A. (2003). Buzz: Harness the Power of In uence and Create De- mand. New Jersey: John Wiley & Sons, Inc.
  • Sawhney, M. Verona G. ve Prandelli E. (2005). Col- laborating To Create: The Internet As A Platform For Customer Engagement In Product Innovation. Journal of Interactive Marketing, 19(4), 1-14.
  • Srinath, M. ve Matthew, M. (2005). P&G’s Tremor: Reinventing Marketing by Word of Mouth. IBM Case Development Center.
  • Stern, B. (1994). A revised model for advertising: Multiple dimensions of the source, the message, and the recipient. Journal of Advertising, 23(2), 5-16.
  • Stokes, D. ve Lomax, W. (2002). Taking Control of Word-of-Mouth Marketing: The Case of an Entrep- reneurial Hotelier. Journal of Small Business and En- terprise Development, 9(4), 349-357.
  • Tavsiye Evi. (2014, Şubat). 2014’ n Mecrası : Tavsiye Evi. Martı. http://tavsiyeevi.com/pdf/tavsiyee- vi_marti.pdf adresinden ulaşılmıştır.
  • Vranica, S. (2005, February 9). Getting buzz mar- keters to fess up. The Wall Street Journal Online. Retrieved from
  • http://online.wsj.com/arti- cle/0,,SB110790837180449447,00.html.
  • Walker, R. (2004). The Hidden (in Plain Sight) Per- suaders. The New York Times. Retrieved from http:// www.nytimes.com/2004/12/05/magazine/ the-hidden-in-plain-sight-persuaders.html?_r=0.
  • Wells, M. (2004, February 2). Kid nabbing. For- bes. Retrieved from www.forbes.com/for- bes/2004/0202/084_print.html.
  • Whitler, K. A. (2014). Why Word Of Mouth Marketing Is The Most Important Social Me- dia. Forbes. Retrieved from http://www.for- bes.com/sites/kimberlywhitler/2014/07/17/ why-word-of-mouth-marketing-is-the-most-impor- tant-social-media/#1fca6a427a77.
  • WOMMA. (2014). Return on WOM. Retrie- ved from http://womma.org/wp-content/ uploads/2015/09/STUDY-WOMMA-Re- turn-on-WOM-Executive-Summary.pdf. www.bzzagent.com/pg/GettingStarted www.dunnhumby.com/what-we-do
There are 40 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Review Article
Authors

Feyzan Karabulut

Publication Date November 30, 2017
Published in Issue Year 2017Volume: 9 Issue: 4

Cite

APA Karabulut, F. (2017). Pazarlama “Ajanı” Tüketici: Bir İş Fikri Olarak Katılımcı Pazarlama. Aksaray Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 9(4), 149-160.
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