The motivation factors that effect word of mouth in internet: Sample of Gumushane, Trabzon and Giresun

Nowadays, people are exposed to marketing messages which are carried out by lots of methods. Thus, the need of confidential advice has raised and consumers have been in search of different ways. At this stage, word of mouth marketing shows up as an independent and objective information source. Word of mouth marketing influences purchase behaviour by affecting consumer?s decision. Even though traditional word of mouth marketing has been a research subject since 1960, the concept of electronic word of mouth marketing, which is more comprehensive and wider, has become widespread due to the technological developments. The development of technology and internet enables people to share their opinions and product and service experiences on social networks; in other words, it facilitates electronic word of mouth communication. There is a deep interest on electronic word of mouth marketing activity, and there are a lot of studies about this subject. This study aims to focus on the way that internet users share information while purchasing a product or service and the factors that motivate consumers while reading these shared information. Key Words: Word of Mouth Marketing (WOMM), Electronic Word of Mouth Marketing (E-WOMM), Word of Mouth in Social Networks.