Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma

Erdem Özkan; Ahmet Şekerkaya

doi:10.15659/ppad.14.2.257

Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma

Abstract

Bu çalışmanın amacı, tüketicilerin satın alma karar süreçlerinde karşılaştıkları bilgilere ve bu bilgilerin yer aldığı kaynaklara yönelik kredibilite algılarının belirlenmesidir. Ayrıca bu çalışmada, kredibilite algılamalarına göre tüketici bilgi kaynaklarının kıyaslanması ve tüketici bilgi kaynaklarının kredibilitesi üzerinde ürüne, bilgiye ve kaynağa bağlı özelliklerin etkilerinin belirlenmesi de amaçlanmıştır. Araştırmanın yönteminde faktöriyel düzende bir deneysel tasarım yaklaşımı benimsenmiştir. Araştırmanın veri toplama sürecinde senaryo temelli yüz yüze anket yöntemi kullanılmıştır. Veri toplama süreci sonunda 600 geçerli veri elde edilmiştir. Elde edilen verilere bağımlı t-testi ve MANOVA analizleri uygulanmıştır. Sonuç olarak, tüketicilerin bilgi kaynaklarına ve bu kaynaklarda yer alan bilgilere yönelik kredibilite algılarının bilgi kaynaklarının türüne göre farklılık gösterdiği bulunmuştur. Ayrıca bilgi kaynaklarının kredibilitesinin söz konusu kaynakların bilinirliğine, ürün türüne ve ürüne ilişkin kaynaklarda yer alan bilginin netlik seviyesine göre farklılıklar gösterdiği belirlenmiştir

Keywords

References

Andrews, D. (2013). The Interplay of Information Diagnosticity and Need for Cognitive Closure in Determining Choice Confidence. Psychology & Marketing, 30(9): 749–764.
Ayeh, J. K. (2015). Travellers’ Acceptance of Consumer-Generated Media: An Integrated Model of Technology Acceptance and Source Credibility Theories. Computers in Human Behavior, 48: 173–180.
Bae, S. ve Lee, T. (2011). Product Type and Consumers’ Perception of Online Consumer Reviews. Electronic Markets, 21(4): 255–266.
Ballantine, P. W. ve Au Yeung, C. (2015). The Effects of Review Valence in Organic Versus Sponsored Blog Sites on Perceived Credibility, Brand Attitude, and Behavioural Intentions. Marketing Intelligence & Planning, 33(4): 508–521.
Barber, N., Dodd, T. ve Kolyesnikova, N. (2009). Gender Differences in Information Search: Implications for Retailing. Journal of Consumer Marketing, 26(6): 415–426.
Breitsohl, J., Khammash, M. ve Griffiths, G. (2010). E‐business Complaint Management: Perceptions and Perspectives of Online Credibility. Journal of Enterprise Information Management, 23(5): 653–660.
Brucks, M. (1985). The Effects of Product Class Knowledge on Information Search Behavior. Journal of Consumer Research, 12(1): 1–16.
Chaiken, S. (1980). Heuristic Versus Systematic Information Processing and The Use of Source Versus Message Cues in Persuasion. Journal of Personality and Social Psychology, 39(5): 752–766.

Chakraborty, U. ve Bhat, S. (2018). Credibility of Online Reviews and Its Impact on Brand Image. Management Research Review, 41(1): 148–164.
Chang, Y.S., Zhang, Y. ve Gwizdka, J. (2021). The Effects of Information Source and eHealth Literacy on Consumer Health Information Credibility Evaluation Behavior. Computers in Human Behavior, 115:106629.
Chen, J., Teng, L., Yu, Y. ve Yu, X. (2016). The Effect of Online Information Sources on Purchase Intentions Between Consumers with High and Low Susceptibility to Informational Influence. Journal of Business Research, 69(2): 467–475.
Cheong, H. J. ve Morrison, M. A. (2008). Consumers’ Reliance on Product Information and Recommendations Found in UGC. Journal of Interactive Advertising, 8(2): 38–49.
Cheung, C. M. K. ve Thadani, D. R. (2012). The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, 54(1): 461–470.
Cheung, C., Sia, C.-L. ve Kuan, K. (2012). Is This Review Believable? A Study of Factors Affecting the Credibility of Online Consumer Reviews from an ELM Perspective. Journal of the Association for Information Systems, 13(8): 618–635.
Cheung, M. Y., Luo, C., Sia, C. L. ve Chen, H. (2009). Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations. International Journal of Electronic Commerce, 13(4): 9–38.
Chiou, J. S., Hsiao, C. C. ve Chiu, T. Y. (2018). The Credibility and Attribution of Online Reviews. Online Information Review, 42(5): 630–646.
Chua, A. Y. K. ve Banerjee, S. (2016). Helpfulness of User-Generated Reviews as A Function of Review Sentiment, Product Type and Information Quality. Computers in Human Behavior, 54:547–554.
Cox, D. (1967). Risk Taking and Information Handling in Consumer Behavior. Harvard University.
Crotts, J. C. (1999). Consumer Decision Making and Prepurchase Information Search. A. Pizam ve Y. Mansfeld (Eds.), Consumer Behavior in Travel and Tourism (149–168). The Haworth Hospitality Press.
Del Chiappa, G., Lorenzo-Romero, C. ve Alarcón-del-Amo, M. C. (2018). Profiling Tourists Based on Their Perceptions of the Trustworthiness of Different Types of Peer-To-Peer Applications. Current Issues in Tourism, 21(3): 259–276.
Eisend, M. (2002). Dimensions of Credibility in Marketing Communication. Ramizwick ve T. Ping (Eds.), AP - Asia Pacific Advances in Consumer Research Volume 5 (366–373). Association for Consumer Research.
Eisend, M. (2004). Is It Still Worth to Be Credible? a Meta-Analysis of Temporal Patterns of Source Credibility Effects in Marketing. B. E. Kahn ve M. F. Luce (Eds.), NA - Advances in Consumer Research Volume 31 (352–357). Association for Consumer Research.
Eisend, M. (2006). Source Credibility Dimensions in Marketing Communication - A Generalized Solution. Journal of Empirical Generalisations in Marketing Science, 10(2): 1–33.
Engel, J. F., Blackwell, R. D. ve Miniard, P. W. (1995). Consumer Behavior (8th ed.). The Dryden Press.
Eysenbach, G. (2008). Credibility of Health Information and Digital Media: New Perspectives and Implications for Youth. M. J. Metzger ve A. J. Flanagin (Eds.), Digital Media, Youth, and Credibility (123–154). MIT Press.
Filieri, R. (2015). What Makes Online Reviews Helpful? A Diagnosticity-Adoption Framework to Explain Informational and Normative Influences in e-WOM. Journal of Business Research, 68(6): 1261–1270.
Filieri, R., Hofacker, C. F. ve Alguezaui, S. (2018). What Makes Information in Online Consumer Reviews Diagnostic Over Time? The Role of Review Relevancy, Factuality, Currency, Source Credibility and Ranking Score. Computers in Human Behavior, 80: 122–131.
Filieri, R., McLeay, F., Tsui, B. ve Lin, Z. (2018). Consumer Perceptions of Information Helpfulness and Determinants of Purchase Intention in Online Consumer Reviews of Services. Information & Management, 55(8): 956–970.
Finch, H. (2005). Comparison of the Performance of Nonparametric and Parametric MANOVA Test Statistics when Assumptions Are Violated. Methodology, 1(1): 27–38.
Fishburn, P. C. (1967). Additive Utilities with Incomplete Product Set: Applications to Priorities and Assignments. Operations Research Society of America (ORSA).
Flanagin, A. J. ve Metzger, M. J. (2011). From Encyclopædia Britannica to Wikipedia: Generational Differences in the Perceived Credibility of Online Encyclopedia Information. Information, Communication & Society, 14(3): 355–374.
Flanagin, A. J. ve Metzger, M. J. (2013). Trusting Expert- Versus User-Generated Ratings Online: The Role of Information Volume, Valence, And Consumer Characteristics. Computers in Human Behavior, 29(4): 1626–1634.
Fornell, C. ve Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1):39–50.
Franke, G. R., Huhmann, B. A. ve Mothersbaugh, D. L. (2004). Information Content and Consumer Readership of Print Ads: A Comparison of Search and Experience Products. Journal of the Academy of Marketing Science, 32(1): 20–31.
Guo, C. (2001). A Review on Consumer External Search: Amount and Determinants. Journal of Business and Psychology, 15(3): 505–519.
Gupta, V. (2019). The Influencing Role of Social Media in the Consumer’s Hotel Decision-Making Process. Worldwide Hospitality and Tourism Themes, 11(4): 378–391.
Gursoy, D., Del Chiappa, G. ve Zhang, Y. (2018). Impact of Destination Familiarity on External Information Source Selection Process. Journal of Destination Marketing & Management, 8: 137–146.
Gvili, Y. ve Levy, S. (2016). Antecedents of Attitudes toward eWOM Communication: Differences across Channels. Internet Research, 26(5): 1030–1051.
Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson Education.
Hernández-Méndez, J., Muñoz-Leiva, F. ve Sánchez-Fernández, J. (2015). The Influence of e-Word-of-Mouth on Travel Decision-Making: Consumer Profiles. Current Issues in Tourism, 18(11): 1001–1021.
Hilligoss, B. ve Rieh, S. Y. (2008). Developing a Unifying Framework of Credibility Assessment: Construct, Heuristics, and Interaction in Context. Information Processing & Management, 44(4): 1467–1484.
Hovland, C. I. ve Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. Public Opinion Quarterly, 15(4): 635–650.
Hovland, C. I., Janis, I. L. ve Kelley, H. H. (1953). Communication and Persuasion: Psychological Studies of Opinion Change. Yale University Press.
Hoyer, W. D. ve Macinnis, D. J. (2010). Consumer Behavior (5th ed.). South-Western.
Huh, J., Delorme, D. E. ve Reid, L. N. (2004). Media Credibility and Informativeness of Direct-to-Consumer Prescription Drug Advertising. Health Marketing Quarterly, 21(3): 27–61.
Ismagilova, E., Slade, E., Rana, N. P. ve Dwivedi, Y. K. (2020). The Effect of Characteristics of Source Credibility on Consumer Behaviour: A Meta-Analysis. Journal of Retailing and Consumer Services, 53: 101736.
Jiang, Z. ve Benbasat, I. (2004). Virtual Product Experience: Effects of Visual and Functional Control of Products on Perceived Diagnosticity and Flow in Electronic Shopping. Journal of Management Information Systems, 21(3): 111–147.
Jiménez, F. R. ve Mendoza, N. A. (2013). Too Popular to Ignore: The Influence of Online Reviews on Purchase Intentions of Search and Experience Products. Journal of Interactive Marketing, 27(3): 226–235.
John, S. P. ve De’Villiers, R. (2020). Elaboration of Marketing Communication through Visual Media: An Empirical Analysis. Journal of Retailing and Consumer Services, 54: 102052
Johnson, T. J. ve Kaye, B. K. (2009). In Blog We Trust? Deciphering Credibility of Components of the Internet Among Politically Interested Internet Users. Computers in Human Behavior, 25(1): 175–182.
Kaye, B. K. ve Johnson, T. J. (2011). Hot Diggity Blog: A Cluster Analysis Examining Motivations and Other Factors for Why People Judge Different Types of Blogs as Credible. Mass Communication and Society, 14(2): 236–263.
Kerstetter, D. ve Cho, M.-H. (2004). Prior Knowledge, Credibility and Information Search. Annals of Tourism Research, 31(4): 961–985.
Kline, R. B. (2010). Principles and Practice of Structural Equation Modeling (3rd ed.). The Guilford Press.
Kotler, P. ve Armstrong, G. (2012). Principles of Marketing (14th ed.). Pearson Prentice Hall.
Le, T. D., Dobele, A. R. Ve Robinson, L. J. (2018). WOM Source Characteristics and Message Quality: The Receiver Perspective. Marketing Intelligence & Planning, 36(4): 440–454.
Lederman, R., Fan, H., Smith, S. ve Chang, S. (2014). Who Can You Trust? Credibility Assessment in Online Health Forums. Health Policy and Technology, 3(1): 13–25.
Lee, C., Kim, J. ve Chan-Olmsted, S. M. (2011). Branded Product Information Search on the Web: The Role of Brand Trust and Credibility of Online Information Sources. Journal of Marketing Communications, 17(5): 355–374.
Levy, S. ve Gvili, Y. (2015). How Credible is E-Word of Mouth Across Digital-Marketing Channels? Journal of Advertising Research, 55(1): 95–109.
Li, Z. ve Yin, Y. (2018). Attractiveness, Expertise and Closeness: The Effect of Source Credibility of the First Lady as Political Endorser on Social Media in China. Global Media and China, 3(4): 297–315.
Lin, X., Spence, P. R. ve Lachlan, K. A. (2016). Social Media and Credibility Indicators: The Effect of Influence Cues. Computers in Human Behavior, 63: 264–271.
Lu, A. C. C. ve Gursoy, D. (2015). A Conceptual Model of Consumers’ Online Tourism Confusion. International Journal of Contemporary Hospitality Management, 27(6): 1320–1342.
Mack, R. W., Blose, J. E. ve Bing Pan. (2008). Believe It or Not: Credibility of Blogs in Tourism. Journal of Vacation Marketing, 14(2): 133–144.
Mackenzie, S. B. (1986). The Role of Attention in Mediating the Effect of Advertising on Attribute Importance. Journal of Consumer Research, 13(2): 174–195.
Mahapatra, S. ve Mishra, A. (2017). Acceptance and Forwarding of Electronic Word of Mouth. Marketing Intelligence & Planning, 35(5): 594–610.
Malhotra, N. K. (2010). Marketing Research: An Applied Orientation (6th ed.). Pearson Education.
Mariani, M. M. ve Borghi, M. (2020). Online Review Helpfulness and Firms’ Financial Performance: An Empirical Study in a Service Industry. International Journal of Electronic Commerce, 24(4): 421–449.
Metzger, M. J. ve Flanagin, A. J. (2013). Credibility and Trust of Information in Online Environments: The Use of Cognitive Heuristics. Journal of Pragmatics, 59: 210–220.
Meyvis, T. ve Janiszewski, C. (2002). Consumers’ Beliefs about Product Benefits: The Effect of Obviously Irrelevant Product Information. Journal of Consumer Research, 28(4): 618–635.
Michalovich, A. ve Hershkovitz, A. (2020). Assessing Youtube Science News’ Credibility: The Impact of Web-Search on the Role of Video, Source, and User Attributes. Public Understanding of Science, 29(4): 376–391.
Miller, A. ve Kurpius, D. (2010). A Citizen-Eye View of Television News Source Credibility. American Behavioral Scientist, 54(2): 137–156.
Mitra, K., Reiss, M. C. ve Capella, L. M. (1999). An Examination of Perceived Risk, Information Search and Behavioral Intentions in Search, Experience and Credence Services. Journal of Services Marketing, 13(3): 208–228.
Morales, A. C., Amir, O. ve Lee, L. (2017). Keeping It Real in Experimental Research—Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior. Journal of Consumer Research, 44(2): 465–476.
Mudambi ve Schuff. (2010). Research Note: What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. MIS Quarterly, 34(1): 185-200.
Nelson, P. (1970). Information and Consumer Behavior. Journal of Political Economy, 78(2): 311–329.
Nelson, P. (1974). Advertising as Information. Journal of Political Economy, 82(4): 729–754.
Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M. ve Mousavi, S. (2020). The Implications of eWOM Adoption on the Customer Journey. Journal of Consumer Marketing, 37(7): 749–759.
O’Neil, J. ve Eisenmann, M. (2017). An Examination of How Source Classification Impacts Credibility and Consumer Behavior. Public Relations Review, 43(2): 278–292.
O’Neil, J., Eisenmann, M. ve Holman, M. (2020). A Mixed Methods Examination of How People Assess the Credibility of Sources Used by Public Relations Practitioners. Journal of Promotion Management, 26(1): 75–96.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3): 39–52.
Ohanian, R. (1991). The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase. Journal of Advertising Research, 31(1): 46–54.
Osborne, J. W. ve Fitzpatrick, D. C. (2012). Replication Analysis in Exploratory Factor Analysis: What It is and Why It Makes Your Analysis Better. Practical Assessment, Research & Evaluation, 17(15): 1–8.
Park, C. ve Lee, T. M. (2009). Information Direction, Website Reputation and eWOM Effect: A Moderating Role of Product Type. Journal of Business Research, 62(1): 61–67.
Park, D.-H., Lee, J. ve Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4): 125–148.
Petty, R. E. ve Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. Springer-Verlag.
Petty, R. E., Cacioppo, J. T. ve Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2): 135–146.
Racherla, P. ve Friske, W. (2012). Perceived ‘Usefulness’ of Online Consumer Reviews: An Exploratory Investigation across Three Services Categories. Electronic Commerce Research and Applications, 11(6): 548–559.
Rieh, S. Y. ve Danielson, D. R. (2007). Credibility: A Multidisciplinary Framework. Annual Review of Information Science and Technology, 41(1): 307–364.
Shan, Y. (2016). How Credible are Online Product Reviews? The Effects of Self-Generated and System-Generated Cues on Source Credibility Evaluation. Computers in Human Behavior, 55: 633–641.
Smith, A. K. ve Bolton, R. N. (1998). An Experimental Investigation of Customer Reactions to Service Failure and Recovery Encounters. Journal of Service Research, 1(1): 65–81.
Solomon, M., Bamossy, G., Askegaard, S. ve Hogg, M. (2013). Consumer Behaviour : A European Perspective. In Consumer Behaviour (5th ed.). Pearson Education.
Sundar, S. S. (2008). The MAIN model: A Heuristic Approach to Understanding Technology Effects on Credibility. Digital Media, Youth, and Credibility: 73–100.
Sussman, S. W. ve Siegal, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14(1): 47–65.
Tan, W.-K. ve Chang, Y.-C. (2011). Credibility Assessment Model of Travel Information Sources: An Exploratory Study on Travel Blogs. Information and Communication Technologies in Tourism 2011 (457–469). Springer Vienna.
Triantaphyllou, E. (2000). Multi-criteria Decision Making Methods: A Comparative Study (Vol. 44). Springer US.
Visentin, M., Pizzi, G. ve Pichierri, M. (2019). Fake News, Real Problems for Brands: The Impact of Content Truthfulness and Source Credibility on Consumers’ Behavioral Intentions toward the Advertised Brands. Journal of Interactive Marketing, 45: 99–112.
Wathen, C. N. ve Burkell, J. (2002). Believe It or Not: Factors Influencing Credibility on the Web. Journal of the American Society for Information Science and Technology, 53(2): 134–144.
Weathers, D., Sharma, S. ve Wood, S. L. (2007). Effects of Online Communication Practices on Consumer Perceptions of Performance Uncertainty for Search and Experience Goods. Journal of Retailing, 83(4): 393–401.
Weathers, D., Swain, S. D. ve Grover, V. (2015). Can Online Product Reviews Be More Helpful? Examining Characteristics of Information Content by Product Type. Decision Support Systems, 79: 12–23.
Weerkamp, W. ve de Rijke, M. (2012). Credibility-inspired Ranking for Blog Post Retrieval. Information Retrieval, 15(3–4): 243–277.
Westerman, D., Spence, P. R. ve Van Der Heide, B. (2012). A Social Network as Information: The Effect of System Generated Reports of Connectedness on Credibility on Twitter. Computers in Human Behavior, 28(1): 199–206.
Williams, A. (2002). Understanding the Hospitality Consumer. Butterworth-Heinemann.
Wirtz, J. ve Chew, P. (2002). The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word‐of‐Mouth Behaviour. International Journal of Service Industry Management, 13(2): 141–162.
Worthington, R. L. ve Whittaker, T. A. (2006). Scale Development Research. The Counseling Psychologist, 34(6): 806–838.
Xia, L. ve Monroe, K. B. (2005). Consumer Information Acquisition. N. K. Malhotra (Ed.), Review of Marketing Research, 1(1): 101–152.
Xu, Q. (2013). Social Recommendation, Source Credibility, and Recency. Journalism & Mass Communication Quarterly, 90(4):757–775.
Yuan, E. (2011). News Consumption Across Multiple Media Platforms. Information, Communication & Society, 14(7): 998–1016.
Zhang, L. (2015). Online Reviews: The Impact of Power and Incidental Similarity. Journal of Hospitality Marketing & Management, 24(6): 633–651.

Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Erdem Özkan
0000-0003-1648-3732
Türkiye

Ahmet Şekerkaya This is me
Türkiye

Publication Date

May 18, 2021

Submission Date

September 4, 2020

Acceptance Date

March 14, 2021

Published in Issue

Year 2021 Volume: 14 Number: 2

DOI

https://doi.org/10.15659/ppad.14.2.257

IZ

https://izlik.org/JA65KH29WJ

Cite

RIS / Bibtex

APA

Özkan, E., & Şekerkaya, A. (2021). Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 14(2), 285-327. https://doi.org/10.15659/ppad.14.2.257

AMA

1.Özkan E, Şekerkaya A. Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi. 2021;14(2):285-327. doi:10.15659/ppad.14.2.257

Chicago

Özkan, Erdem, and Ahmet Şekerkaya. 2021. “Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma”. Pazarlama Ve Pazarlama Araştırmaları Dergisi 14 (2): 285-327. https://doi.org/10.15659/ppad.14.2.257.

EndNote

Özkan E, Şekerkaya A (May 1, 2021) Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi 14 2 285–327.

IEEE

[1]E. Özkan and A. Şekerkaya, “Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma”, Pazarlama ve Pazarlama Araştırmaları Dergisi, vol. 14, no. 2, pp. 285–327, May 2021, doi: 10.15659/ppad.14.2.257.

ISNAD

Özkan, Erdem - Şekerkaya, Ahmet. “Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma”. Pazarlama ve Pazarlama Araştırmaları Dergisi 14/2 (May 1, 2021): 285-327. https://doi.org/10.15659/ppad.14.2.257.

JAMA

1.Özkan E, Şekerkaya A. Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi. 2021;14:285–327.

MLA

Özkan, Erdem, and Ahmet Şekerkaya. “Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma”. Pazarlama Ve Pazarlama Araştırmaları Dergisi, vol. 14, no. 2, May 2021, pp. 285-27, doi:10.15659/ppad.14.2.257.

Vancouver

1.Erdem Özkan, Ahmet Şekerkaya. Tüketici Bilgi Kaynaklarının Kredibilitesi: Deneysel Bir Araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi. 2021 May 1;14(2):285-327. doi:10.15659/ppad.14.2.257