Research Article
Proposal of a Structural Model about Social Media and Electronic Word of Mouth Communication in Political Marketing Process
Abstract
The
purpose of this study is to investigate trust, loyalty and electronic word of
mouth communication in relation to political marketing social media factor on
voter behavior through a structural model. The survey data was obtained on the
basis of the electronic questionnaire applied to 540 social media users. The
data was analyzed in statistical package programs, the hypotheses were tested
with structural equation model. As a result of the research, it has been
reached that the political marketing social media factor affect to voter trust,
loyalty and electronic word of mouth communication and these factors affect
voter behavior.
Keywords
Political Marketing Social Media Electronic Word of Mouth Communication Voter Trust Voter Loyalty Voter Behavior
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Siyasal Pazarlama Sürecinde Sosyal Medya ve Elektronik Ağızdan Ağıza İletişime Yönelik Yapısal Bir Model Önerisi
Abstract
Bu
çalışmanın amacı siyasal pazarlama sosyal medya faktörünün seçmen davranışı ile
ilişkisinde güven, sadakat ve elektronik ağızdan ağıza iletişimin yapısal bir
model aracılığı ile incelenmesidir. Araştırma verileri sosyal medya kullanıcısı
540 kişiye uygulanan elektronik anket neticesinde elde edilmiştir. İstatistik
paket programlarında veriler analiz edilmiş, hipotezler yapısal eşitlik modeli
ile test edilmiştir. Araştırma neticesinde siyasal pazarlama sosyal medya
faktörünün seçmen güveni, sadakati ve elektronik ağızdan ağıza iletişime, bu
faktörlerin ise seçmen davranışına etki ettiği sonucuna ulaşılmıştır.
Keywords
Siyasal Pazarlama Sosyal Medya Elektronik Ağızdan Ağıza İletişim Seçmen Güveni Seçmen Sadakati Seçmen Davranışı
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Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | April 1, 2020 |
| Submission Date | March 20, 2019 |
| Published in Issue | Year 2020 |