Abstract
The main goal for this research is to determine the effects of the elements of electronic word of mouth communication (eWOM) on the brand image and purchase intention of individuals. The population of the research is the consumers older than 18 years in Turkey who have social media accounts and have online purchase experience. The data was obtained from the surveys answered online with a total of 385 consumers. As a result of the corelation and multiple regression analysis performed with a total of 385 valid data filled in online by the participants, it has been determined eWOM quality and eWOM quantity have significant effects on brand image while eWOM credibility does not have any significant effect on brand image. Also, both the eWOM quantity and eWOM credibility have significant effects on the purchase intentions of the individuals as well. But It’s seen that eWOM quality does not have any significant effect on purchase intention.
Keywords
Electronic Word of Mouth (eWOM) Credibility eWOM Quality eWOM Quantity Brand Image Purchase Intention.
References
- Ansary, A. and Hashim, N. M. H. N. (2018). Brand image and equity: The mediating role of brand equity drivers and moderating effects of product type and word of mouth, Review of Managerial Science, 12(4), 969-1002.
- Balroo, S. A. and Saleh, M. A. H. (2019). Perceived eWOM and Students’ University Enrolment Intentions: The Corporate Image as a Mediator, Journal of Economics, Management and Trade, 1-14.
- Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image, International Journal of marketing studies, 7(1), 126.
- Chakraborty, U. and Bhat, S. (2018). The effects of credible online reviews on brand equity dimensions and its consequence on consumer behavior, Journal of promotion management, 24(1), 57-82.
- Cheung, C. M. and Thadani, D. R. (2010). The effectiveness of electronic word-of-mouth communication: A literature analysis, Proceedings of the 23rd Bled EConference ETrust: Implications for the Individual, Enterprises and Society, 329–345.
- Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust, Journal of Business ethics, 93(2), 307-319.
- Davis, D. F. - Golicic, S. L. - Marquardt, A. (2009). Measuring brand equity for logistics services, The International Journal of Logistics Management, 20(2), 201-212.
- Dou, X. - Walden, J. A. - Lee, S. - Lee, J. Y. (2012). Does source matter? Examining source effects in online product reviews, Computers in Human Behavior, 28(5), 1555-1563.
- Fan, Y. W. - Miao, Y. F. - Fang, Y. H. - Lin, R. Y. (2013). Establishing the adoption of electronic word-of-mouth through consumers’ perceived credibility, International Business Research, 6(3), 58.
- Fazli, M., Sam, M. and Tahir, M. N. (2009). Website Quality and Consumer Online Purchase Intention on Air Ticket, International Journal of Basic & Applied Sciences IJBASIJENS vol. 09 no. 10 , 4-9.
- Haşıloğlu, S. B., Baran, T. and Aydın, O. (2015). Pazarlama araştırmalarındaki potansiyel problemlere yönelik bir araştırma: Kolayda örnekleme ve sıklık ifadeli ölçek maddeleri, Pamukkale İşletme ve Bilişim Yönetimi Dergisi, (1), 19-28.
- Hennig-Thurau, T. and Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet, International Journal of Electronic Commerce, 8(2), 51-74.
ALGILANAN ELEKTRONİK WOM UNSURLARININ MARKA İMAJI VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİLERİNİN İNCELENMESİ
Abstract
Araştırmanın amacı, algılanan elektronik ağızdan ağıza iletişim (eWOM) unsurlarından olan eWOM güvenilirliği, kalitesi ve niceliğinin; bireylerin marka imajı ve satın alma niyeti üzerindeki etkilerinin belirlenmesidir. Araştırmanın anakütlesini ülkemizde yaşayan, 18 yaşından büyük çeşitli sosyal medya hesaplarına sahip ve farklı internet sitelerinden çevrim içi alışveriş yapma deneyimi olan kişiler oluşturmaktadır. Çevrim içi ortamda, 385 adet katılımcının doldurdukları anket formlarından elde edilen geçerli veri üzerinde korelasyan ve çoklu regresyon analizleri gerçekleştirilmiştir. Analiz sonucunda, eWOM kalitesi ve eWOM niceliğinin marka imajı üzerinde olumlu ve anlamlı etkiye sahip olduğu; eWOM güvenilirliğinin ise marka imajı üzerinde herhangi bir etkisinin olmadığı gözlemlenmiştir. eWOM güvenilirliği ve yine eWOM niceliğinin ise, bireylerin satın alma niyetleri üzerinde olumlu ve anlamlı etkilere sahip olduğu görülürken, eWOM kalitesinin bireylerin satın alma niyetleri üzerinde anlamlı bir etkisinin olmadığı görülmüştür.
Keywords
Elektronik Ağızdan Ağıza iletişim (eWOM) Güvenirliği eWOM Kalitesi eWOM Niceliği Marka İmajı Satın Alma Niyeti.
References
- Ansary, A. and Hashim, N. M. H. N. (2018). Brand image and equity: The mediating role of brand equity drivers and moderating effects of product type and word of mouth, Review of Managerial Science, 12(4), 969-1002.
- Balroo, S. A. and Saleh, M. A. H. (2019). Perceived eWOM and Students’ University Enrolment Intentions: The Corporate Image as a Mediator, Journal of Economics, Management and Trade, 1-14.
- Bataineh, A. Q. (2015). The impact of perceived e-WOM on purchase intention: The mediating role of corporate image, International Journal of marketing studies, 7(1), 126.
- Chakraborty, U. and Bhat, S. (2018). The effects of credible online reviews on brand equity dimensions and its consequence on consumer behavior, Journal of promotion management, 24(1), 57-82.
- Cheung, C. M. and Thadani, D. R. (2010). The effectiveness of electronic word-of-mouth communication: A literature analysis, Proceedings of the 23rd Bled EConference ETrust: Implications for the Individual, Enterprises and Society, 329–345.
- Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust, Journal of Business ethics, 93(2), 307-319.
- Davis, D. F. - Golicic, S. L. - Marquardt, A. (2009). Measuring brand equity for logistics services, The International Journal of Logistics Management, 20(2), 201-212.
- Dou, X. - Walden, J. A. - Lee, S. - Lee, J. Y. (2012). Does source matter? Examining source effects in online product reviews, Computers in Human Behavior, 28(5), 1555-1563.
- Fan, Y. W. - Miao, Y. F. - Fang, Y. H. - Lin, R. Y. (2013). Establishing the adoption of electronic word-of-mouth through consumers’ perceived credibility, International Business Research, 6(3), 58.
- Fazli, M., Sam, M. and Tahir, M. N. (2009). Website Quality and Consumer Online Purchase Intention on Air Ticket, International Journal of Basic & Applied Sciences IJBASIJENS vol. 09 no. 10 , 4-9.
- Haşıloğlu, S. B., Baran, T. and Aydın, O. (2015). Pazarlama araştırmalarındaki potansiyel problemlere yönelik bir araştırma: Kolayda örnekleme ve sıklık ifadeli ölçek maddeleri, Pamukkale İşletme ve Bilişim Yönetimi Dergisi, (1), 19-28.
- Hennig-Thurau, T. and Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet, International Journal of Electronic Commerce, 8(2), 51-74.
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Research Articles |
| Authors | |
| Publication Date | November 30, 2021 |
| Submission Date | June 22, 2021 |
| Published in Issue | Year 2021 Volume: 21 Issue: 3 |