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“Ağızdan ağıza pazarlama” (AAP) kavramı kişilerin kullandıkları ürün ya da hizmetler hakkındaki düşüncelerini çevresindeki kişiler ve sevdikleri ile paylaşması şeklinde ifade edilmektedir. Yabancı öğrencilerin Türkiye’de eğitim kurumu seçmelerinde AAP’dan yararlanarak karar vermeleri doğru seçim yapabilmeleri açısından önemlidir. Çalışmanın temel amacı yabancı öğrencilerin Türkiye’de eğitim kurumu seçmelerinde ağızdan ağıza pazarlamanın rolünün belirlenmesidir. Bu amaca göre Türkiye’de eğitim görmek isteyen ya da eğitim görmekte olan 209 Kazakistanlı öğrenciye “Google Forms”da oluşturulan anket online olarak uygulanmıştır. Araştırmada AAP’nın rolü AAP’nin alt boyutlarına göre (uzmanlık, fikir arayışı, fikir liderliği, algılanan risk, tavsiye) incelenmiştir. Araştırmada elde edilen bulgulara göre algılanan risk ve tavsiye boyutunun cinsiyete göre farklılık gösterdiği ortaya çıkarılmıştır. Uzmanlık, fikir liderliği, fikir arayışı ve algılanan risk boyutları kişisel nitelendirme özelliklerine göre farklılık gösterirken, öğrencilerin tavsiye almak isteyip istememelerinin sadece fikir arayışı ve tavsiye boyutlarına göre farklılık gösterdiği sonucuna varılmıştır. Ayrıca fikir arayışı boyutu ile yararlanılan bilgi seçeneği arasında da anlamlı farklar tespit edilmiştir.
AAP is the concept of marketing to the way that people share their thoughts about the products or services they use with people around them and loved ones. It is important for foreign students to be able to make the right choice when choosing an educational institution in Turkey, taking advantage of the AAP. The main objective of the study is to determine the role of foreign students in selecting an educational institution in Turkey from mouth to mouth marketing. According to this purpose, 209 Kazakh students who want to study or are studying in Turkey have been applied online in the "Google Forms" survey. The role of AAP in the study was studied according to the subdimensions of AAP (specialization, idea search, idea leadership, perceived risk, advice). According to the findings obtained in the study, the risk and the size of the recommendation identified vary according to gender. While expertise, leadership of ideas, search for ideas, and the perceived risk dimensions vary according to the personal qualification characteristics, the conclusion has been made that whether or not students want to receive advice only vary according to the search for ideas and the size of advice. There have also been significant differences between the size of the idea search and the information option used.
The concept of “Word of Mouth Marketing” (WOMM) is expressed as people sharing their thoughts about the products or services they use with the people around them and their loved ones. It is important for foreign students to make the right choice by making use of the WOMM in choosing an educational institution in Turkey. The main purpose of the study is to determine the role of word of mouth marketing in foreign students' selection of educational institutions in Turkey. For this purpose, the questionnaire created in "Google Forms" was applied online to 209 Kazakhstan students who want to study or are studying in Turkey. The role of WOMM in the research was examined according to the sub-dimensions of WOMM (expertise, idea seeking, opinion leadership, perceived risk, recommendation). According to the findings obtained in the research; It has been revealed that the perceived risk and recommendation dimension differ according to gender. It was concluded that while the dimensions of expertise, opinion leadership, idea seeking and perceived risk differ according to personal qualifications, whether students want to seek advice differs only according to the dimensions of idea seeking and advice. In addition, significant differences were found between the idea seeking dimension and the information option utilized.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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