A REVIEW ON COMMERCIAL RUMORS AND ONLINE COMMERCIAL RUMORS

We encounter rumors at every stage of life. Just as rumors can affect people's attitudes, intentions and behaviors, commercial rumors can also affect consumers and firms. The increasing use of digital communication channels, especially social media, increases the importance of commercial rumors for businesses. The increase in the number of people interacting with each other on the internet causes an increase in the social impact on consumption behaviors. To mitigate the negative effects of commercial rumors, it is important to know the nature, types and characteristics of rumors and factors that influence the spread of rumors. However, it is seen that the interest in the subject of commercial rumors is limited, especially in the domestic marketing literature. In this research, firstly, the concepts of rumor and commercial rumor are explained with examples. Then, the leading researches on the variables related to the effects and spread of commercial rumors in the traditional and digital communication environment are explained. In addition, the usability of Attribution Theory in the spread of commercial rumors is discussed. Finally, suggestions are made to researchers and businesses.