Analyses of word-of-mouth communication and Its effect on students' university preferences

ÖZDEMİR A., Tozlu E., Sen E., Atesoglu H.

12th International Strategic Management Conference (ISMC), Antalya, Türkiye, 28 - 30 Ekim 2016, cilt.235, ss.22-35 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Cilt numarası: 235
  • Doi Numarası: 10.1016/j.sbspro.2016.11.022
  • Basıldığı Şehir: Antalya
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.22-35
  • Anahtar Kelimeler: Word-of-Mouth Communication, Advertisement, Public Relations, Marketing, Process of University Preferring
  • Marmara Üniversitesi Adresli: Evet

Özet

Word-of-mouth is totally formed by satisfaction of customer and transparent communication based methods. The power and meaning of word-of-mouth is relevant to speaker's relationship with the product or service, satisfaction of speaker will lead to convey messages that are positive about product and service. With this motivation felt by the speaker, it is seen that he joins deliberately or not to the process which helps the process about the benefits to product or to service. As far as the increasing number of universities is concerned; the dimension of presentation is coming into prominence. This situation shows us word-of-mouth effect could be effective in the presentation of universities. The purpose of this study is to put forward how word-of-mouth advice method works in the university preference process. In this work, quantitative research method such as survey technique is used. (C) 2016 Published by Elsevier Ltd.