The relationship between word of mouth communication and brand preferences: A comparative analysis on generation X and Y (millennials)

Because word-of-mouth communication and electronic word-of-mouth communication are used as a reference in consumers' preferences and purchasing decisions, they have become important for the marketing field. Nowadays, brand variety and the increase in brand alternatives lead consumers to make choices by taking into consideration many factors in the decision-making stages. One of the most powerful of these factors is the word-of-mouth communication that consumers see as a natural and reliable reference in their preferences. Consumption patterns and decision-making processes of different generations also change with the development of technology and the widespread use of the internet. Therefore, in this study, the relationship between the brand preferences of the X and Y generations and the concepts of traditional and electronic word of mouth communication were investigated through the method of qualitative research and case study design. The open-ended questions prepared in accordance with the aim of the research were asked to the participants representing the generation X and Y through semi-structured interview method. The data obtained were analyzed with content and descriptive analysis methods and the findings were interpreted. The data were organized thematically, and the findings were explained through these themes and sub-themes.