Dijital Pazarlama İletişimi Bağlamında eWOM Arama Motivasyonları ile Online Kurumsal İmaj Algısı Arasındaki İlişkiyi Tespit Etmeye Yönelik Bir Araştırma

Year 2019, Volume: 12 Issue: 1, 1 - 21, 30.01.2019

Murat Koçyiğit , Murat Çakırkaya

https://doi.org/10.18094/josc.456820

Cited By: 4

Abstract

Web 2.0
teknolojisi ile bilgi arama ve bilgiyi paylaşma imkanının artması, elektronik
ağızdan ağıza iletişimi (eWOM) daha önemli bir hale getirmiştir. Bu doğrultuda
araştırmanın amacı, tüketicilerin eWOM arama motivasyonları ile online kurumsal
imaj algısı arasındaki ilişkiyi tespit etmektir. Bununla birlikte çalışmanın
bir diğer amacı ise eWOM arama motivasyonlarının, online kurumsal imaj algısı
üzerinde doğrudan ve anlamlı bir etkisinin olup olmadığını analiz etmektir. Bu
bağlamda, sosyal medya kullanıcıları üzerinde amaçlı örnekleme yöntemi ile
uygulanan anketin verileri kullanılarak değişkenler arasındaki ilişkiler test
edilmiş ve kuramsal olarak ortaya konan hipotezler sınanmıştır. Ayrıca araştırmanın analizinde,
tanımlayıcı istatistikler, faktör analizi, eWOM arama motivasyonları ile online
kurumsal imaj algısı arasındaki ilişkiyi ve etki düzeyini ölçmek amacıyla
sırasıyla korelasyon analizi ve çoklu doğrusal regresyon analizi
gerçekleştirilmiştir. Araştırma neticesinde eWOM arama motivasyonu faktörü alt
boyutları ile online kurumsal imaj algısı faktörü arasında pozitif ve orta
kuvvetin üzerinde, anlamlı bir ilişkinin olduğu tespit edilmiştir. Ayrıca
yapılan çoklu doğrusal regresyon analizi sonucunda, eWOM arama motivasyonu
faktörü alt boyutlarının, online kurumsal imaj algısı değişkeni üzerinde
doğrudan, anlamlı fakat zayıf kuvvette bir etkisinin olduğu sonucuna da
ulaşılmıştır. Bu doğrultuda, tüketicilerin markalarla ilgili internet
ortamındaki ağızdan ağıza iletişimleri, hedef kitlenin algılarını etkilemekte,
kurumsal imajı şekillendirmekte ve uzun dönemli ilişkiler kurarak marka
bağlılığını artırabilmektedir. 

Keywords

eWOM Arama Motivasyonları, Online Kurumsal İmaj Algısı, Online Medya, İnternet, Pazarlama İletişimi

A RESEARCH TO DETERMINE RELATION BETWEEN eWOM SEARCH MOTIVATIONS AND ONLINE CORPORATE IMAGE PERCEPTION IN THE CONTEXT OF DIGITAL MARKETING COMMUNICATION

Abstract

With Web 2.0 technology, the ability to search for information and share information has made electronic word of mouth (eWOM) more important. The aim of the research in this direction is to determine the relationship between consumers' eWOM search motivations and online corporate image perception. Another aim of this study is to analyze whether eWOM search motivations have a direct and meaningful effect on online corporate image perception. In this context, a questionnaire was applied to social media users with purposive sampling method. Relations between variables were tested using data from this questionnaire. In addition, descriptive statistics and factor analysis were used in the analysis of the research. Correlation analysis was used to determine the relationship between eWOM search motivations and online corporate image perception. Finally, multiple linear regression analysis was performed to measure the effect level between variables. As a result of the research, it was determined that there is a significant relationship between eWOM search motivation dimensions and online corporate image perception over positive and medium strength. In addition, as a result of multiple linear regression analysis, eWOM search motivation dimensions were found to have a direct and significant effect on online corporate image perception. But this effect is weak. In this direction, the consumer's word of mouth on the internet is affecting the target groups. Moreover, it shapes the corporate image and increases brand loyalty by building long-lasting relationships.

Keywords

eWOM search motivations, online corporate image perception, online media, internet, marketing communications

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