SANAL DENEYIMSEL PAZARLAMA VE AĞIZDAN AĞZA İLETİŞİM NİYETİ İLİŞKİSİ
THE RELATIONSHIP AMONG VIRTUAL EXPERIENTIAL MARKETING AND WORD OF MOUTH INTENTIONS

Summary/Abstract: Advances in information and web Technologies have open numerous opportunities for experiential marketing. The prevalence of the Internet has led to the rapid progress of virtual experiential marketing. Contact with the consumer has given them a unique experience and the opportunity to choose their own brand instead of the competitors has given a different perspective to the marketing. It is no coincidence that consumers prefer to choose products based on their experience rather than their qualities and interests. With the increase of the number of internet users, social media, e-mail and other sites allow short-term discussion of product values through word of mouth communication.  The purpose of this study is to examine the relationship between virtual experiential marketing and word of mouth intentions. Data was obtained by the questionnaire method. The results of the study showed that there is a meaningful and positive relationship between virtual experiential marketing and word of mouth intentions.

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