Word of Mouth Communication and Market Mavens’ A Study in the Context of Neighborhood Culture

Abstract

Developments in communication technologies have made it easier for consumers to obtain market-related information from a wide variety of sources. However, in the regions where the neighborhood culture is dominant, the sources that consumers receive information about the market and the communication style they use may differ. Market mavens' are people who use extensively word of mouth communication, provide information about opportunities, threats and developments in the market and have an impact on consumers' decisions, attitudes and behaviors.'Market wolves' is a concept that has not been studied extensively in the literature. In addition, no research investigating the context of the neighborhood culture was found. This study examines 'word of mouth communication' and 'market wolves' concepts in terms of neighborhood culture and features, and aims to contribute to the literature with a different perspective.