Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective

Yıl 2023, Cilt: 13 Sayı: 2, 299 - 314, 24.10.2023

Hande Ayhan Gökcek , Hilal Kılıç , Onur Türker

Öz

Marketing-oriented Public Relations within the scope of Integrated Marketing Communication, which is also accepted as one of the marketing tools of businesses, has an important place in consumer communication. In this context, it is known that businesses mostly manage this communication with corporate social responsibility activities. Especially today, profit-oriented businesses aim to affect the purchasing intentions of consumers by establishing emotional bonds with the consumers through their corporate social responsibility activities. In this research, it has been investigated whether corporate social responsibility activities within the scope of Public Relations have an effect on consumers' purchase intention and whether Word of Mouth Marketing has a moderating role in this effect. The research results have shown that corporate social responsibility activities have a positive effect on the purchasing intentions of consumers of fuel companies, but the moderating role of word of mouth marketing in this effect is significant and negative.

Anahtar Kelimeler

Consumer Behavior, Integrated Marketing Communication, Public Relation, Word of Mounth

Bütünleşik Pazarlama İletişimi Perspektifinden Halkla İlişkilerin Satın Alma Niyeti Üzerindeki Etkisinde Ağızdan Ağıza Pazarlamanın Aracı Rolü

Öz

İşletmelerin bütünleşik pazarlama iletişimi kapsamındaki pazarlama araçlarından biri olarak kabul gören pazarlama odaklı halkla ilişkiler, tüketici iletişiminde önemli bir yere sahiptir. Bu çerçevede işletmelerin bu iletişimi çoğunlukla kurumsal sosyal sorumluluk faaliyetleriyle yönettikleri bilinmektedir. Özellikle, günümüzde kâr odaklı işletmeler kurumsal sosyal sorumluluk faaliyetleri ile tüketici ile duygusal bağ kurarak tüketicilerin satın alma niyetlerini etkilemeyi hedeflemektedir. Bu araştırmada halkla ilişkiler kapsamındaki kurumsal sosyal sorumluluk faaliyetlerinin tüketicilerin satın alma niyeti üzerinde etkisinin olup olmadığı ve ağızdan ağıza pazarlama yönteminin bu etkide aracılık rolünün bulunup bulunmadığı araştırılmıştır. Araştırma sonuçları akaryakıt firmaları tüketicilerinin satın alma niyetleri üzerinde kurumsal sosyal sorumluluk faaliyetlerinin pozitif etkili olduğu buna karşın bu etkide ağızdan ağıza pazarlamanın moderatör rolünün anlamlı ve negatif olduğu tespit edilmiştir.

Anahtar Kelimeler

Tüketici Davranışı, Bütünleşik Pazarlama İletişimi, Halkla İlişkiler, Ağızdan Ağıza Pazarlama

Kaynakça

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