Geleneksel ve elektronik ağızdan ağıza iletişimin öncülleri, aracıları ve etkinliğinin karşılaştırılması: Sistematik bir inceleme ve meta-analiz

Word-of-mouth is one of the oldest and most effective channels of information exchange among the masses. It has attracted considerable attention in academics and business communities over the past few decades. Today, the internet and the advancement of technology have changed social communication behavior; however, the concept of word-of-mouth is still valid in its electronic form. Although concepts of word-of-mouth and electronic word-of-mouth are well established in academic literature, previous studies failed to collate the highly fragmented literature. This thesis aims to provide a consolidated overview of both concepts regarding antecedents, consequents, and motivations. In order to achieve this, a systematic review followed by meta-analysis was conducted. Multiple scholarly databases like Web of Science, EBSCOhost, Business Source Premier, Science Direct, and Emerald Insights helped extract peer-reviewed publications from marketing, tourism, information technology, and other relevant areas. After carefully reviewing the literature, gaps were identified, and future research propositions were provided. Exclusion-inclusion criteria were applied to the extracted Word-of-mouth is one of the oldest and most effective channels of information exchange among the masses. It has attracted considerable attention in academics and business communities over the past few decades. Today, the internet and the advancement of technology have changed social communication behavior; however, the concept of word-of-mouth is still valid in its electronic form. Although concepts of word-of-mouth and electronic word-of-mouth are well established in academic literature, previous studies failed to collate the highly fragmented literature. This thesis aims to provide a consolidated overview of both concepts regarding antecedents, consequents, and motivations. In order to achieve this, a systematic review followed by meta-analysis was conducted. Multiple scholarly databases like Web of Science, EBSCOhost, Business Source Premier, Science Direct, and Emerald Insights helped extract peer-reviewed publications from marketing, tourism, information technology, and other relevant areas. After carefully reviewing the literature, gaps were identified, and future research propositions were provided. Exclusion-inclusion criteria were applied to the extracted publications, and studies were coded for further meta-analysis. Results of meta-analysis identified satisfaction, loyalty, trust, commitment, and quality as significant word-of-mouth antecedents. Purchase intention and attitude were identified as main consequents, while self-confidence and anger were recognized as two of the most prominent positive and negative motivations for word-of-mouth sharing. Similarly, satisfaction, trust, loyalty, engagement, and quality were significant Results of meta-analysis identified satisfaction, loyalty, trust, commitment, and quality as significant word-of-mouth antecedents. Purchase intention and attitude were identified as main consequents, while self-confidence and anger were recognized as two of the most prominent positive and negative motivations for word-of-mouth sharing. Similarly, satisfaction, trust, loyalty, engagement, and quality were significant antecedents of electronic word-of-mouth, while purchase intention and attitude were the main consequences. A sense of belonging was the principal motivation for information passing for positive electronic word-of-mouth, while venting was the key motivation for negative electronic word-of-mouth. All the findings were re-iterated with the previous findings in the literature. The meta-analysis also tested the bivariate relationships with multiple methodological, theoretical and cultural moderators. In the end, results for both systematic review and results of antecedents and consequents were discussed separately. Based on these findings, the thesis concludes with managerial implications and future research directions. Keywords: Word-of-mouth, Electronic Word-of-mouth, Antecedents, Consequences, Motivations, Systematic Review, Meta-Analysis