Tüketicilerin Sosyal Ağlarda Markalarla Bağ Kurması Elektronik Ağızdan Ağıza İletişimlerini Nasıl Etkiliyor?
Articles > Article · 2019
Authors: Nahit Erdem KÖKER, Deniz MADEN TOMASELLI, Özgür KÖSEOĞLU
Istanbul Business Research, Journal Indexed in SCI Expanded, International, 2019, vol 48, pp 284-312
DOI: 10.26650/ibr.2019.48.0013
Summary
As social networks became an indispensable part of daily life, brands increased their contact with consumers on these platforms in order to improve consumer engagement. As a result, consumers started to generate and share more content about brands that led to an increase in electronic word of mouth (e-WOM) messages. Such a change in the brand communication process points out the importance of the relationship between consumer engagement on social networks and e-WOM communication. This research aims to assess the effects of consumer engagement on social networks on e-WOM communication. Results indicate that consumers’ engagement with a brand on social networks has a significantly positive effect on e-WOM credibility, e-WOM effect, and e-WOM attitude.