TY  - JOUR
T1  - Social Media Marketing and e-WOM: A Descriptive Approach to Mediterranean Young's Online Brand-Related Activities, Attitudes and Engagement
TT  - Sosyal medya pazarlaması ve e-AAİ: Akdenizli gençlerin markaya yönelik çevrimiçi aktiviteleri, tutumları ve etkileşimleri üzerine tanımlayıcı bir araştırma
AU  - Şahin, İlker
AU  - Gülmez, Mustafa
AU  - Ersoy, Erhan
PY  - 2019
DA  - June
DO  - 10.34231/iuyd.518958
JF  - Journal of Internet Applications and Management
JO  - iuyd
PB  - Selçuk Burak HAŞIOĞLU
WT  - DergiPark
SN  - 1309-8810
SP  - 5
EP  - 24
VL  - 10
IS  - 1
LA  - en
AB  - It is a well-known fact that the social media enablesconsumers to contact with each other, share information about what they areinterested in and review products and services of the brands or companies.Today, modern consumers go a step further by doing online brand-relatedactivities (COBRAs). The research aims to reveal (a) young consumers’ attitudestowards brand-related social media contents (b) their engagement with such typeof online contents, (c) to exemplify most popular COBRAs and (d) to reveal significantvariables in positive electronic word-of-mouth prediction. The results point outthat the most of the consumers have positive behavioral or emotional attitudesand agree that what they read in brand-related social media contents prior topurchasing a product/service has an influence on their decision. The findingsput forward that financial benefit-focused following in social media,satisfaction with brand-related e-contents, social media-based trust and brandattachment are influential variables in e-WOM creation. Findings point out thatbrand promotions shared by a friend, discount coupons and recommendations leadingconsumers to buy a certain service or product of a certain brand, of popularsocial media users who have plenty of followers or friends do not lead to strongere-WOM behaviors. Consuming, contributing and creating are found out to be themost popular brand-related activities.
KW  - Interactive marketing
KW  - Internet marketing
KW  - Digital marketing
KW  - E-marketing
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UR  - https://doi.org/10.34231/iuyd.518958
L1  - https://dergipark.org.tr/tr/download/article-file/848894
ER  -