Word-of-Mouth (WOM) as A Tool of Health Communication: A Case Study of Turkey

Abstract

Word-of-mouth (WOM) strategy is a key area because many consumers in various sectors rely on the product experiences and advice of the competent people. In health care sector, WOM is also an important indicator as advertising tool. The main purpose of this study is to explain dimensions of health based WOM and relationships between the dimension and encouraging, discouraging, and satisfaction. Results of the study revealed three dimensions, which are "tie strength and relationship", "health knowledge and experience", and "similarity and preference awareness". The results of the study suggest that these WOM dimensions have significant effects on level of satisfaction, encouraging, and discouraging. The study has significant implications as to how well health marketing practitioners and managers implement WOM marketing strategies and advice dimensions of health practices.