Developing a Model of Electronic Word of Mouth Advertising in Interpersonal Relationships of Social Media Users, with a Qualitative Approach

The advent of social media has led to the development and importance of word of mouth (verbal) communication and the emergence of a new phenomenon called electronic word of mouth marketing and advertising. Today, electronic word of mouth is one of the most influential and persuasive means among social media users today. The purpose of this study is to design a model of electronic word of mouth advertising in interpersonal relationships of social media users. In order to conduct the research, the qualitative research approach, based on the data-based method and using semi-structured interviews with experts in the field of advertising and media has been used. The sample size with the logic of theoretical sampling and until the achievement of theoretical saturation included a total of 12 people. Data coding was carried out by using MAXQDA software. Findings of Electronic Mouth Advertising Research with 9 Factors (Stimulus Factors, Electronic Word of Mouth Advertising Media, Expressing of Opinion, Source of Electronic Word of Mouth Advertising, Market related Factors, Searching of Opinion, Situational Factors, Effect of Electronic Word of Mouth Advertising and Electronic Word of Mouth Advertising Recipient) and 45 components were elaborated. The results of this study can be useful for business managers to manage electronic word of mouth advertisings on social media.