Negative word of mouth marketing: a research upon clothing and white goods products

This study examines word-of-mouth marketing.Consumers display a negative or positive attitude towards a product that they buy.According to the results of previous studies, negative thoughts developed against a product lead to more word-of-mouth marketing.In the current study, consumers who used clothing and white goods products were compared according to the negative word-of-mouth marketing that they displayed.Elements which influenced consumers to make word-of-mouth marketing and the channels through which negative thoughts spread were also included in the study.For this purpose, a questionnaire was administered to 400 consumers.According to the results, a correlation was between the product used and negative word-of-mouth marketing, and those reasons which led consumers to negative word-of-mouth marketing were determined.