The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income

Year 2024, Volume: 39 Issue: 3, 772 - 793

Mehmet Gökerik

https://doi.org/10.24988/ije.1415208

Abstract

eWOM, a potent communication tool in today's digital age, is extensively utilized by consumers to evaluate products and services, share their experiences, and offer recommendations. Consumers now openly express their opinions about products and services through eWOM on online platforms such as social media, forums, and review websites. Therefore, understanding the impact of eWOM on consumer behaviour holds critical significance in shaping marketing strategies. This article examines how eWOM is specifically associated with conspicuous consumption and symbolic consumption and how these relationships are moderated by income levels.
This study investigated the relationship between electronic word-of-mouth marketing (eWOM) and conspicuous consumption and symbolic consumption while considering the moderating role of income. A survey was conducted among 455 participants in the Karabük province, and the data were analyzed using Amos 20 and SPSS Process 21 software.
The results confirm that eWOM influences both types of consumption. However, the moderating effects of income differ in this context. Income does not play a moderating role in symbolic consumption, meaning that consumers' interest in symbolic products or services remains unaffected by income levels. On the other hand, high-income individuals are observed to pay more attention to eWOM and prefer conspicuous consumption more frequently.

Keywords

Ewom, Conspicuous Consumption, Symbolic Consumption, Consumer Behavior

Elektronik Ağızdan Ağıza Pazarlamanın Tüketim Türleri ile İlişkisinde Gelirin Düzenleyici Rolü

Abstract

eWOM, günümüz dijital çağında tüketicilerin ürün ve hizmetleri değerlendirmek, deneyimlerini paylaşmak ve önerilerde bulunmak için kullandığı güçlü bir iletişim aracıdır. Tüketiciler artık çevrimiçi platformlarda, sosyal medya, forumlar ve inceleme siteleri gibi ortamlarda eWOM yoluyla ürünleri ve hizmetleri hakkında görüşlerini açıkça ifade etmektedirler. Bu nedenle, eWOM'un tüketici davranışları üzerindeki etkilerini anlamak, pazarlama stratejilerinin şekillendirilmesi açısından kritik bir öneme sahiptir. Bu makale, eWOM'un özellikle gösterişçi tüketim ve sembolik tüketim ile nasıl ilişkilendirildiğini ve bu ilişkilerin gelir düzeyi tarafından nasıl düzenlendiğini incelemektedir.
Bu çalışma, elektronik ağızdan ağıza pazarlamanın (eWOM) gösterişçi tüketim ve sembolik tüketim ile olan ilişkisini ve gelirin bu ilişkideki düzenleyici rolünü incelemeyi amaçlamıştır. Bu kapsamda Karabük ilinde yaşayan 455 katılımcı üzerinde gerçekleştirilen bir anket çalışması, Amos 20 ve SPSS Process 21 programlarıyla analiz edilip, sonuçlar incelenmiştir.
Sonuçlar incelendiğinde, eWOM'un her iki tüketim türünü de etkilediğini doğrulamıştır. Ancak, gelirin bu ilişkideki düzenleyici etkileri farklıdır. Sembolik tüketim açısından, gelirin düzenleyici bir rolü bulunmamaktadır, yani tüketicilerin sembolik ürün veya hizmetlere olan ilgisi gelir düzeyine bağlı olarak değişmemektedir. Ancak, gösterişçi tüketimde yüksek gelire sahip bireylerin, eWOM'u daha fazla dikkate aldığı ve bu tüketim biçimini daha sık tercih ettiği gözlemlenmiştir.

Keywords

Ewom, Gösterişçi Tüketim, Sembolik Tüketim, Tüketici Davranışları

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