Word-of-Mouth (WOM): Voters Originated Communications on Candidates during Local Elections
Metin Argan, Mehpare Tokay Argan

Abstract
This study examines factors of word-of-mouth (WOM) about political candidates, and factors related to candidate characteristics affecting vote behavior. The study also analyses data to determine the effect of WOM factors and factors of candidate characteristics on encouraging, discouraging, to be influenced by interpretations, and to be influenced of election decision. The findings indicate the emergence of four factors about WOM and candidate characteristics. First group factors of WOM are referring as personality, party situation, social integration, and demographics. The other factors of candidate characteristics titled as background and attributes, party affiliation, promotional efforts, and communication and modesty. These factors are positively associated with encourage, discourage, to be influenced by interpretations, and to be influenced of election decision. The results of this research have significant implications for both the practice of political marketing, advising behavior about political candidates as a whole as well as would be a contribution to relatively limited literature on the WOM on political elections.

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