Acknowledgements

1.2.1.2 Classifications of WOMM

WOMM classifies positive and negative by researchers

Negative WOMM, disappointment among purchasers, negative perspectives about the item and individual objections are considered. (Audrain Pontevia and Kimmel 2008, Zeelenberg and Pieters, 2004). Consumers are not satisfied with this situation when they encounter low service levels. Negative ideas in the consumer's eyes cause the product or brand to abandon and desire to complain about the goods. Negative WOMM has a generally higher inclusivity than positive WOMM. Because people react more quickly to negative ideas about commodities. For example:

Picture 1.

If the consumers are not satisfied with the product, they will refund the product or replace it with another alternative. In the following buy process, the shopper won't reuse a similar item. This process shapes ideas about the product in the consumer's eyes and can affect another people's mouthpiece. (Zeelenberg and Pieters, 2004).

In this situation, the consumer has the right to complain against the manufacturer, the company and the seller. The consumer should not want to have a negative opinion about the product, because the consumer will tell people in the social environment negative things about commodity and the incentive process will be faster. In addition, people often express negative opinions about the product on their online platforms, not on their social networks. (Zeelenberg and Pieters , 2004)

Consumer focuses that customers' negative perspectives are bound to give more understanding than positive thoughts (Cheung and Thadani, 2012). Donovan Mown and Chakraborty also stated that the negative word in 1999 was more effective than the Word of the Mouth. Based on the research, consumers who are satisfied with a product are informed about this product about 3 people on average, but if not satisfied, it means that 10 people are not satisfied with the product.

In a study by Sundaram, Mitra and Webster (1998), consumers are convinced not only that they are dissatisfied with the product, but also provide information about service levels, rude behaviour and other adverse conditions encountered in the procurement process. These factors accelerate the negative word of the mouth

Positive WOMM creates motivation for consumers and positively affects purchasing process. However, this process does not always work.

During WOMM process, consumers often use these six factors most often when reporting information:

• 
  Social currency
  
• 
  Trigger
  
• 
  Emotion
  
• 
  Public
  
• 
  Practical Value
  
• 
  Stories
  

The following is an indication of the effectiveness of the word mouth, and this once again shows how important it is to have a WOMM in the consumer's purchase process. WOMM has a great effect on other tools.
Picture 2 .