The Mediating Role of Country Brand Equity in the Effect of Country of Origin Image on Word of Mouth Marketing: A Study on Turkish TV Series in Morocco

Year 2025, Volume: 12 Issue: 1, 124 - 148, 31.03.2025

Gizem Oğuz , Yusuf Karaca

https://doi.org/10.30798/makuiibf.1447209

Abstract

Turkish TV series have recently become more widespread and popular in the international arena, especially in the Balkan and Middle Eastern countries. Turkish TV series, which have a wide audience in the Arab geography, are met with great interest especially in the Kingdom of Morocco. Within the scope of this study, the reasons and tendencies of Moroccan people, who are among the audience of Turkish TV series, to watch Turkish TV series were investigated. In addition, the effect of country of origin image (COI) on country brand equity (CBE) and word-of-mouth marketing (WOM) was analyzed and the mediating role of country brand equity in this effect was examined. In the context of literature, the historical development of the Turkish TV series sector is discussed by touching on the historical relationship between Türkiye and Morocco, and the similarities in terms of culture and belief. The study was carried out in the cities of Casablanca, Fez, Marrakesh and Meknes, which are among the most populous cities of the Kingdom of Morocco. Quantitative methods were used in the research and data was collected with a survey form obtained from 250 people using the easy sample method. Among the data obtained in the study, demographic characteristics, perspectives on Turkish TV series, reasons for watching TV series, criticisms about TV series, desire to buy products in TV series and perspectives on Türkiye were analyzed using frequency analysis using SPSS program. The effect of COI on WOM and the mediating role of country brand equity in this effect were analyzed by measurement and structural model with the help of SmartPLS 4.0 program. As a result of the study, it was seen that the COI had a statistically significant effect on brand equity and WOM. In addition, a mediating role of country brand equity was found in this effect.

Keywords

Country of Origin, Country Brand Equity, Word of Mouth Marketing, Morocco, Turkish TV Series, Intercultural Communication

Ethical Statement

Ethics committee approval for the study was obtained from the Afyon Kocatepe University Ethics Committee on December 20, 2023, with document number 234763. The authors declare that the study was conducted in accordance with research and publication ethics. The authors confirm that no part of the study was generated, either wholly or in part, using Artificial Intelligence (AI) tools. The authors affirm that there are no financial conflicts of interest involving any institution, organization, or individual associated with this article. Additionally, there are no conflicts of interest among the authors. The authors affirm that they contributed equally to all aspects of the research.

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