A descriptive study on harnessing of word of mouth communication

This study aims to reveal the dispersion of word of mouth by the consumers who are in diffrent brand-usage levels. To attain this objective, first of all the brand-usage level of the participants had determined. After that participants? positive recommendation/insistence (to advise/to insist to use the brand which the adviser use) and negative recommendation/insistance (to advise/to insist not to use the brand which the adviser had a problem) behaviors had stated.After designating the sample that composed of 380 Anadolu University student by quoto sampling, data about the brand-usage levels, positive recommendation/insistence behaviour of brand users, having bad memories about the product as a result of being lived difficulties or problems, intent of spreading this bad experience to the environment by negative recommendation/insistence, had collected by survey. Data obtainded from the questionnaire were processed in terms of frequency and crosstab analysis. Analysis revealed the presence of the relationship between the level of brand-usage and recommendation/insistence behaviour.