The Effect of Electronic Word of Mouth Marketing on Luxury Consumption Preference: A Research in the Tourism Sector*

Yıl 2025, Cilt: 9 Sayı: 1, 391 - 414, 25.02.2025

Kader Gülsever , İnci Erdoğan Tarakçı

Öz

The purpose of the study is to define the impact of electronic word of mouth marketing on luxury consumption preference in accommodation establishment preference. Individuals aged 18 and older who have experienced in accommodation in the accommodation establishments constitute the population of the study. The research sample was determined by judgmental (deliberate, purposeful, decisional) sampling technique. In the study, data was collected from 427 people via online survey method. In addition to descriptive statistics, multiple deviant analysis, multiple normal distribution, reliability, factor analysis, simple linear regression and multiple regression analyses were performed on the data obtained. As a result of the study, it was defined that eWOM had a statistically significant effect on luxury consumption behaviour in accommodation establishment preference. With the regression analysis, it was revealed that the "Predisposition to Online Product Reviews" dimension, one of the eWOM sub-dimensions, does not have a significant effect on the "Luxury" dimension in the luxury consumption dimension, but has a important effect on the "status" dimension. Based on the findings, it was decuded that the "General Reliability" dimension, one of the eWOM sub-dimensions, has a significant effect on the "Luxury" and "Status" dimensions in the luxury consumption dimension.

Anahtar Kelimeler

Electronic Word of Mouth Marketing, Luxury Consumption, Luxury Brand.

Destekleyen Kurum

Mersin Üniversitesi Sosyal ve Beşeri Bilimler Etik Kurulu

Elektronik Ağızdan Ağıza Pazarlamanın Lüks Tüketim Tercihine Etkisi: Turizm Sektöründe Bir Araştırma

Öz

Araştırmada konaklama işletmesi tercihinde elektronik ağızdan ağıza pazarlamanın lüks tüketim tercihine etkisini belirlemek amaçlanmıştır. Konaklama işletmelerinde konaklama deneyimi yaşamış 18 yaş ve üstü bireyler çalışma evrenini oluşturmaktadır. Araştırma örneklemi ise yargısal (kasıtlı, amaçlı, kararsal) örnekleme tekniğiyle belirlenmiştir. Araştırmada veriler çevrimiçi anket yöntemiyle 427 kişiden toplanmıştır. Elde edilen veriler üzerinde tanımlayıcı istatistiklerin yanı sıra, çoklu sapan analizi, çoklu normal dağılım, güvenilirlik, faktör analizi, basit doğrusal regresyon ve çoklu regresyon analizleri yapılmıştır. Araştırma sonucunda konaklama işletmesi tercihinde eWOM’un lüks tüketim davranışı üzerinde istatistiksel olarak anlamlı bir etkisi bulunduğu tespit edilmiştir. Yapılan regresyon analizi ile eWOM alt boyutlarından “Çevrimiçi Ürün İncelemelerine Yatkınlık” boyutunun lüks tüketim boyutunda yer alan “Lüks” boyutu üzerinde anlamlı bir etkiye sahip olmadığı ancak “statü” boyutu üzerinde anlamlı bir etkiye sahip olduğu saptanmıştır. Bulgulardan hareketle eWOM alt boyutlarından “Genel Güvenirlik” boyutunun lüks tüketim boyutunda yer alan “Lüks” ve “Statü” boyutları üzerinde anlamlı bir etkiye sahip olduğu tespit edilmiştir.

Anahtar Kelimeler

Elektronik Ağızdan Ağıza Pazarlama, Lüks Tüketim, Lüks Marka

Etik Beyan

Lisansüstü öğrencisi Kader Gülsever'in "Elektronik Ağızdan Ağıza Pazarlamanın Lüks Tüketim Tercihine Etkisi: Turizm Sektöründe Bir Araştırma" adlı çalışması kurulumuz tarafından incelenmiş ve Etik yönden uygun bulunmuştur.

Kaynakça

• Abdulmanafov, T. (2018). Elektronik ağızdan ağıza pazarlamanın tüketici satın alma niyetine etkisi: Elektronik eşya sektörü örneği. Yüksek Lisans Tezi, Sakarya Üniversitesi, İşletme Enstitüsü.
• Aksu, S. (2020). Luxury perception of low and middle income generation z and their luxury consumption motivations. International Journal of Social, Political and Economic Research, 7(4), 939-959.
• Asnawati, A., Nadir, M., Wardhani, W. & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision. International Journal of Data and Network Science, 6(1), 81-90.
• Bahri-Ammari, N., Coulibaly, D. & Mimoun, M. S. B. (2020). The bandwagon luxury consumption in Tunisian case: The roles of independent and interdependent self concept. Journal of Retailing and Consumer Services, 52, 101903.
• Bao, T., Chang, T. L. S., Kim, A. J. & Moon, S. H. (2019). The characteristics and business impact of children's electronic word of mouth in marketing communications. International Journal of Advertising, 38(5), 731-759.
• Baştürk, S. & Taştepe, M. (2013). Population and sample. Scientific Research Methods (p. 129-159). Ankara: Vize Publishing.
• Baumgarth, C., Schneider, G. & Ceritoğlu, B. (2015). Lüks markalar gerçekten güçlü markalar mı? Türkiye’ deki temel, premium ve lüks markaların faydaları ve marka güçlerine ilişkin ampirik bir çalışma. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 25(2), 535-564.
• Bilge, H. A. (2015). Luxury consumption: literature review. Khazar Journal of Humanities and Social Sciences, 18(1), 35-55.
• Büyüköztürk, Ş. (2007). Data analysis handbook for social sciences. Ankara: Pegem A Publishing
• Cheung, C. M. & Thadani, D. R. (2010). The effectiveness of electronic word-of-mouth communication: A literature analysis.
• Ciornea, R. (2021). Insights into women's luxury consumption-a teenagers versus young adults comparison. Management & Marketing Journal, 19(1).
• Costello, A. B. & Osborne, J. W. (2005). Best practices in exploratory factor analysis: Four recommendatioans for getting the most from your analysis. Practical Assessment Research & Evaluation, 10(7). http://pareonline.net/getvn.asp?v=10&n=7
• Coşkun, R., Altunişik, R. & Yıldırım, E. (2017). Research methods in social sciences SPSS Applied. Sakarya Publishing.
• Cunha Brandão, A. M. P. & Barbedo, H. E. M. (2022). Going (in)conspicuous: antecedents and moderators of luxury consumption. Journal of Marketing Analytics, 202-218.
• Çelebi, D. & Pırnar, İ. (2017). Luxury marketing and its reflections on social media: Vakko example. International Journal of Economic and Administrative Studies, 365-376.
• Çetin, C., Tiltay, M. A. & Özkara, B. Y. (2020) A research on the role of electronic word of mouth marketing (Ewom) in the effect of social media usage intensity and celebrity usage on social media on luxury consumption tendency. Pazarlama ve Pazarlama Araştırmaları Dergisi, (3), 590-619.
• Dancey, C. P. & Reidy, J. (2007). Statistics without mathematics for psychology (4th ed). Essex: Pearson Education Limited.
• Deneçli, C., Yıldız, Ö. and Deneçli, S. (2022). The Effect of Luxury Brand Value Perception on Loyalty Formation. International Journal of the Academy of Social Sciences, 4(9), 763-782.
• Dogan, V., Ozkara, B. Y. & Dogan, M. (2022). Luxury consumption tendency: conceptualization, scale development and validation. Key topics in consumer behavior (p. 9-27). Cham: Springer Nature Switzerland.
• Durmaz, Y., Bahar, R. & Kurtlar, M. (2011). A research on the effect of personal factors on consumer purchasing behavior. Journal of Academic Approaches, 2(1), 114-133.
• Eken, I. & Gezmen, B. (2019). Presentation of luxury consumer products on banners on special days: February 14 valentine's day diamond advertisements. International Journal of Cultural and Social Research (UKSAD), 5(1), 182-210.
• Forsythe, S. M. & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business research, 56(11), 867-875.
• Gambrel, P. A. & Cianci, R. (2003). Maslow's hierarchy of needs: Does it apply in a collectivist culture. Journal of Applied Management and Entrepreneurship, 8(2), 143.
• Goor, D., Ordabayeva, N., Keinan, A. & Crener, S. (2020). The impostor syndrome from luxury consumption. Journal of Consumer Research, 46(6), 1-21.
• Habiboglu, O. & Uslu, A. (2019). The impact of perceived luxury brand value and brand reputation on willingness to pay premium prices. OPUS International Journal of Society Researches, 14(20), 1680-1709.
• Hız, G. & Hız, K. (2011). Monitoring consumption, luxury consumption and consumer society from the perspective of poverty and deprivation. 145th Poverty Alleviation Strategies Symposium.
• https://wearesocial.com/
• https://www.tuik.gov.tr/
• Husic, M. & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management: an international journal, 13(2), 231-245.
• Hussain, S., Guangju, W., Jafar, R. M. S., Ilyas, Z., Mustafa, G. & Jianzhou, Y. (2018). Consumers' online information adoption behavior: Motives and antecedents of electronic word of mouth communications. Computers in Human Behavior, 80, 22-32.
• Ismagilova, E., Slade, E. L., Rana, N. P. & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22, 1203-1226.
• Jalilvand, M. R., Esfahani, S. S. & Samiei, N. (2011). Electronic word-of-mouth: Challenges and opportunities. Procedia Computer Science, 3, 42-46.
• Jayad, I., Wahyu, A. & Sumardin, (2023). The influence of electronic word of mouth and social media marketing on brand image and interest in buying e-commerce cosmetics products. PENANOMICS: International Journal of Economics, 2(1), 11-22.
• Jha, A. (2021). Impact of susceptibility of interpersonal influence, and vanity aspects on luxury brand consumption. Jindal Journal of Business Research, 10(2), 222-237.
• Jiang, M., Gao, D. G., Huang, R., DeWall, C. N. & Zhou, X. (2014). The devil wears Prada: Advertisements of luxury brands evoke feelings of social exclusion. Asian Journal of Social Psychology, 17(4), 245-254.
• Jolliffe, I. T. (1972). Discarding variables in a principal component analysis I: Artificial data. Journal of Royal Statistics Society, 21(2), 160-173.
• Kalaycı, Ş. (2009). SPSS applied multivariate statistical techniques. Ankara: Asil Publishing.
• Kapferer, J. N., Kernstock, J., Brexendorf, T. O. & Powell, S. M. (Eds.). (2017). Advances in luxury brand management. Springer.
• Karasar, N. (2021). Scientific research method: concepts, principles, techniques. Nobel Publishing Distribution.
• Karayev, B. & Kirghiz, A. C. (2020). Ağızdan ağıza pazarlamanın gösterişçi tüketim üzerindeki etkisi: Rusya pazarı. Türkiye and Russia, 125.
• Kaya, Ş. (2022). The effect of electronic word of mouth marketing (ewom) on conspicuous consumption in accommodation establishment preference. Master's Thesis. Kocaeli University, Institute of Social Sciences, Kocaeli.
• Keleş, S. (2021). The effect of luxury consumption products on consumer purchasing intention: (An application on generation y). Master's Thesis. Çağ University, Institute of Social Sciences, Mersin.
• Keni, K. & Kristiawan, T. A. (2020). The effect of packaging, social media marketing and electronic word of mouth on purchase decisions on local brand fashion. Journal Management, 15(2), 244-256.
• Kural, E. (2011). The effect of consumers' perceived value on behavioral intentions in luxury consumer products. Master's Thesis. Akdeniz University, Institute of Social Sciences.
• Kutup, N. (2010). Internet and art, new media and the net. art. Academic Computing, 10(9).
• Lestari, E. D. & Gunawan, C. (2021). Pengaruh E-Wom Pada Media Sosial Tiktok Terhadap Brand Image Serta Dampaknya Pada Minat Beli. Jurnal Ekonomi, Manajemen, Bisnis, Dan Sosial (EMBISS), 1(2), 75-82.
• Marmaya, N. H., Balakrishnan, B. K. P. D. & Shuaib, A. S. M. (2018). Electronic word-of-mouth (ewom) behavior in Malaysia: Successful marketing strategy. International Journal of Academic Research in Business and Social Sciences, 8(9).
• Matusin, I. O., Matusin, A. R., Nasution, D. F. & Irma, D. (2023). The effect of social media marketing on consumer engagement and electronic word-of-mouth. International Journal of Social Science and Human Research, 810-816.
• McLeod, S. (2007). Maslow's hierarchy of needs. Simply Psychology, 1(1-18).3-4
• Minh, T. M. P. L. T. & Do, P. N. H. (2017). Effect of ewow and social influence on product adoption intention. The 11th International Days of Statistics and Economics, Prague, September 14-16.
• Nawi, N. C., Al Mamun, A., Deraman, S. N. S., Kamalrudin, M., Dieu, M., Thi, H. & Hayat, N. (2020). Influence of social media marketing activities on customer equities and electronic word of mouth. Journal of Critical Review.
• O'cass, A. & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour: An International Research Review, 4(1), 25-39.
• Oz, A. (2018). Conspicuous consumption on social media: An application. Doctoral dissertation.
• Özdamar, K. (2002). Statistical data analysis with package programs. Kaan Kitabevi, Eskişehir.
• Özdamar, K. & Dincer, K. S. (1987). Statistical measurement and data analysis using computers. Istanbul, Turkey: Bilim Teknik Kitapevi.
• Özgüngör, B. (2013). The relationship between the value perceived by consumers in luxury consumer products and product design. Master's thesis, Institute of Science and Technology.
• Ozhan, S. (2022). Social media usage intensity and the effect of electronic word of mouth on conspicuous consumption. Electronic Turkish Studies, 17(7).
• Özkebapçı, M. (2017). Electronic word of mouth marketing (e-Wom) and hedonic consumption relationship. Master's thesis, Institute of Social Sciences.
• Pantano, E., Passavanti, R., Priporas, C-V. & Verteramo, S. (2018). To what extent luxury retailing can be smart?. Journal of Retailing and Consumer Services, 43, 90–100.
• Park, C., Wang, Y., Yao, Y. & Kang, Y. R. (2011). Factors influencing eWOM effects: Using experience, credibility, and susceptibility. International Journal of Social Science and Humanity, 1(1), 74.
• Parlak, A. & Balık, H. H. (2005). Internet and its development in Turkey. Final Paper, Fırat University Faculty of Engineering, Department of Electrical and Electronics, Elazığ.
• Phau, I. & Prendergast, G. (2000). Consuming luxury brands: the relevance of the ‘rarity principle’. Journal of brand Management, 8, 122-138.
• Rakhmawati, A., Nizar, M. & Murtadlo, K. (2019). Pengaruh electronic word of mouth (E-WOM) dan viral marketing terhadap minat berkunjung dan keputusan Berkunjung. Sketsa Bisnis, 6(1), 13-21.
• Sarıışık, M. & Özbay, G. (2012). A literature review on electronic word of mouth communication and applications in the tourism industry. International Journal of Management Economics and Business, 8(16), 1-22.
• Semaan, R. W., Lindsay, V., Williams, P. & Ashill, N. (2019). The influence of gender roles in the drivers of luxury consumption for women: Insights from the gulf region. Journal of Retailing and Consumer Services, 51, 165-175.
• Sestino, A., Amatulli, C., Peluso, A. M. & Guido, G. (2020). New technologies in luxury consumption experiences: The role of individual differences. IIl Marketing per una società migliore. Società Italiana di Marketing-Università di Castellanza.
• Sezgin, K. N. (2021). Examining the effects of consumer vanity, consumer socialization and the need for popularity on luxury consumption: a research on young adults. Doctoral dissertation.
• Shaltoni, A. M. & Shaltoni, A. (2018). A luxury consumption and luxury marketing: Exploratory study in the Kingdom of Saudi Arabia. First Marketing Forum: Riyadh.
• Sharda, N. and Bhat, A. (2019). Role of consumer vanity and the mediating effect of brand consciousness in luxury consumption. Journal of Product & Brand Management.
• Telli, S. G., Çilingirtürk, A. & Şen, D. G. (2022). The effect of brand perception on luxury product purchasing intention: Comparison of first-hand and second-hand. Manisa Celal Bayar University Journal of Social Sciences, 20(4), 65-78.
• Tengiz, F. M. (2010). Brand positioning strategies: An application to luxury consumer products.
• Todman, J. & Dugard, P. (2007). Approaching multivariate statistics: an introduction for psychology. New York: Psychology Press.
• Truong, Y., McColl, R. & Kitchen, P. J. (2010). Uncovering the relationships between aspirations and luxury brand preference. Journal of Product & Brand Management.
• Turker, G. Ö. (2014). Examining the role of word of mouth communication in the consumer purchasing decision process and the factors determining the effectiveness level of Aai. Balıkesir University Social Sciences Institute Journal, 17(32), 151-177.
• Urmak, T. T. (2022). An applied research on the role of electronic word of mouth marketing in the relationship between brand image and brand preference.
• Ülker, Y. (2021). Luxury consumption in the context of narcissism. Alanya Academic Outlook, 5(2), 1015-1030.
• Wai, L. K. & Osman, S. (2019). The influence of selfesteem in the relationship of social media usage and conspicuous consumption. International Journal of Academic Research in Business and Social Sciences, 9(2), 335-352.
• Wang, Z., Yuan, R., Luo, J. & Liu, M. J. (2022). Redefining “masstige” luxury consumption in the post-COVID era. Journal of Business Research, 143, 239-254.
• Widjajanta, B., Senen, S. H., Masharyono, M., Lisnawati, L. & Anggraeni, C. P. (2018). The impact of social media usage and self-esteem on conspicuous consumption: Instagram user of Hijabers Community Bandung member. International Journal of eBusiness and eGovernment Studies, 10(2), 1-13.
• Wood, J. M., Tataryn, D. J. & Gorsuch, R. L. (1996). Effects of under- and overextraction on principal axis factor analysis with varimax rotation. Psychological Methods, 1(4), 354-365.
• Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H. & Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt?. Electronic Commerce Research and Applications, 17, 62-73.
• Yavuz, E. & Erciş, A. (2022). The moderating role of vanity features in the effect of luxury brand perception on purchase intention. Karamanoğlu Mehmetbey University Journal of Social and Economic Research, 24(43), 910-930.
• Yayınoğlu, P. E. (2005). Research in public relations management and conducting field-based research. Atatürk University Journal of Economics and Administrative Sciences, 19(2), 199-222.
• Yazıcıoğlu, Y. & Erdoğan, S. (2004). Spss applied scientific research methods. Ankara: Detay Publishing.
• Yıldırım, T. (2021). The effect of interpersonal interaction on conspicuous consumption behavior in holiday services and the role of the fear of missing out. Master's Thesis. Kocaeli University, Institute of Social Sciences, Kocaeli.
• Yunikartika, L. & Harti, H. (2022). Pengaruh Social Media Marketing dan Electronic Word of Mouth (E-WOM) Terhadap Minat Beli Kuliner Melalui Kepercayaan Sebagai Variabel Intervening pada Akun Instagram@ carubanmangan. Jurnal E-Bis, 6(1), 212-230.
• Zhang, N., Jin C., Bu, X. & Gilal, F.G. (2023). The motivations behind luxury consumption: Application of grounded theory approach. School of Economics and Management, Beijing Information Science and Technology University, China.
• Schindler, R. M. & Bickart, B. (2005). Published word of mouth: Referable, consumer-generated information on the Internet. Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, 32, 35-61.