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Current Approaches in Social Sciences

Edited By Rasim Yilmaz, Günther Löschnigg, Hasan Arslan and Mehmet Ali Icbay

Current Approaches in Social Sciences is a collection of research papers on a wide range of social issues written by researchers from several different institutions. The book will appeal to educators, researchers, social students and teachers of all subjects and of all levels, who wish to develop personally and professionally. It will also be useful to all those who interact, one way or another, with both students and teachers in a social context.

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Relationship between Social Capital and Word of Mouth Marketing in Network Society: The Case of Silifke Vocational School ([Muhammet Saygin] [Esra Sarioğlu])

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Muhammet Saygin & Esra Sarioğlu Relationship between Social Capital and Word of Mouth Marketing in Network Society: The Case of Silifke Vocational School Introduction Modern organisations need to take many direct and indirect issues affecting their performance and profitability into consideration. As it is widely known, organisa- tions may aim to present their products or services in many different ways and types, but all organisations need to express themselves in addition to their pro- ductions through marketing methods. The social capital term, which is one of the most important issues dealing with both individual and organisational relations, mainly occurs as a key concept for modern organisations. As Kanter (1977) emphasised, decision makers at the top of organisations can be faced with ambiguity and they may be involved in the use of social information. Thus, it can be inferred that at this point, social capital can design new perspec- tives for decision makers. Unlike traditional capital identification, social capital is associated with the degree of ownership. Socially designed capital is applied and studied in many different ways and in many interdisciplinary fields. As a result, it needs to be examined in light of marketing strategies that are trying to reach and interact with customers. One of the oldest marketing strategies, the word of mouth (WOM) strategy, ac- tually indentifies interpersonal relations which can be expressed by the social capi- tal term. Product, production, and physical capital features used to be important for businesses, but through the technological advances and new business...

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