Elektronik Ağızdan Ağıza Pazarlamanın Marka Tutumlarına Etkisinde Jenerasyonun Düzenleyici Rolü

Yıl 2024, , 1 - 20, 22.06.2024

Mehmet Gökerik

https://doi.org/10.31006/gipad.1433672

Öz

Bu çalışma, elektronik ağızdan ağıza pazarlamanın (eWOM) marka farkındalığı ve sadakati üzerindeki etkisini incelemekte ve jenerasyonların bu ilişkilerdeki düzenleyici rolünü vurgulamaktadır. Araştırma, 160 katılımcı üzerinden yapılan anket yöntemiyle gerçekleştirilen kantitatif analize dayanmaktadır. Yapısal eşitlik modellemesi ve Hayes Process yöntemi kullanılarak yapılan analiz, eWOM ve marka farkındalığı (H1) ile sadakati (H2) arasında pozitif yönlü anlamlı ilişkileri doğrulamıştır. Bulgular, eWOM'un genç bireyler arasında marka farkındalığı üzerinde daha yaşlı bireylere kıyasla önemli ölçüde daha güçlü bir etkiye sahip olduğunu (H1a) göstermiştir; ancak gençler arasında eWOM'un marka sadakati üzerinde daha güçlü olacağına dair beklenti (H2a) desteklenmemiştir. Bu sonuçlar, dijital pazarlama stratejilerinin geliştirilmesinde yaş gruplarının önemini ve farklı jenerasyonlara özel yaklaşımların gerekliliğini ortaya koymaktadır.

Anahtar Kelimeler

Elektronik ağızdan ağıza pazarlama, marka sadakati, marka farkındalığı, eWOM, jenerasyon

Teşekkür

Verilerin toplanmasında yardımcı olan öğrencim İdil Gökgöz'e teşekkür ederim.

The Moderating Role of Generation in the Effect of Electronic Word-of-Mouth Marketing on Brand Attitudes

Öz

This study investigates the impact of electronic word-of-mouth (eWOM) on brand awareness and loyalty, highlighting the moderating role of generations in these relationships. The research is based on a quantitative analysis conducted through a survey method with 160 participants. Using structural equation modeling and the Hayes Process method, the analysis confirmed significant positive relationships between eWOM and brand awareness (H1) as well as loyalty (H2). The findings indicate that eWOM has a significantly stronger effect on brand awareness among younger individuals compared to older ones (H1a); however, the expectation that eWOM would have a stronger impact on brand loyalty among younger individuals (H2a) was not supported. These results underscore the importance of age groups in the development of digital marketing strategies and the necessity of adopting approaches tailored to different generations.

Anahtar Kelimeler

Electronic word-of-mouth marketing, brand loyalty, brand awareness, eWOM, generation

Kaynakça

• Aghakhani, N., Karimi, J. ve Salehan, M. (2018). A unified model for the adoption of electronic word of mouth on social network sites: Facebook as the exemplar. International Journal of Electronic Commerce, 22(2), 202-231. https://doi.org/10.1080/10864415.2018.1441700
• Albayrak, M. ve Ceylan, C. (2021). Effect of eWom on purchase intention: meta-analysis. Data Technologies and Applications, 55(5), 810-840. https://doi.org/10.1108/DTA-03-2020-0068
• Allender, W. J. ve Richards, T. J. (2012). Brand loyalty and price promotion strategies: an empirical analysis. Journal of Retailing, 88(3), 323-342. https://doi.org/10.1016/j.jretai.2012.01.001
• Almana, A. M. ve Mirza, A. A. (2013). The impact of electronic word of mouth on consumers’ purchasing decisions. International Journal of Computer Applications, 82(9), 23-31. https://doi.org/10.5120/14145-2286
• Andriani, D., Ramadhani, I., Febriana, A. V., ve Gunadi, W. (2021, August). Influences of EWOM in Social Media on Consumer's Purchase Intention on Online Video Streaming. In 2021 International Conference on Information Management and Technology (ICIMTech) (Vol. 1, pp. 755-760). IEEE. https://doi.org/10.1109/ICIMTech53080.2021.9535073
• Azaghdani, E. (2024). An Attempt to Understand the Drivers of Social Media Community Brand Engagement in Qatar: The Case of Instagram (Master's thesis).
• Babić Rosario, A., De Valck, K., ve Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48, 422-448. https://doi.org/10.1007/s11747-019-00706-1
• Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of consumer psychology, 24(4), 586-607. https://doi.org/10.1016/j.jcps.2014.05.002
• Bergkvist, L. ve Taylor, C. R. (2022). Reviving and improving brand awareness as a construct in advertising research. Journal of Advertising, 51(3), 294-307. https://doi.org/10.1080/00913367.2022.2039886
• Brexendorf, T. O., Mühlmeier, S., Tomczak, T. ve Eisend, M. (2010). The impact of sales encounters on brand loyalty. Journal of Business Research, 63(11), 1148-1155. https://doi.org/10.1016/j.jbusres.2009.10.011
• Brown, T. A. (2015). Confirmatory Factor Analysis for Applied Research (2nd ed.). New York: Guilford Publications.
• Cahyani, P. D., Welsa, H., ve Aji, G. K. (2022). The effect of social media marketing, perceived quality on brand loyalty, with brand trust as intervening variables (study on tokopedia e-commerce in yogayakarta). International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 1742-1751. https://doi.org/10.29040/ijebar.v6i2.4555
• Canhoto, A. I., ve Clark, M. (2013). Customer service 140 characters at a time: The users' perspective. Journal of marketing Management, 29(5-6), 522-544. https://doi.org/10.1080/0267257X.2013.777355
• Chen, Y. F., ve Law, R. (2016). A review of research on electronic word-of-mouth in hospitality and tourism management. International Journal of Hospitality ve Tourism Administration, 17(4), 347-372. https://doi.org/10.1080/15256480.2016.1226150
• Dapena-Baron, M., Gruen, T. W. ve Guo, L. (2020). Heart, head, and hand: A tripartite conceptualization, operationalization, and examination of brand loyalty. Journal of Brand Management, 27(3), 355-375. https://doi.org/10.1057/s41262-019-00185-3
• Demirbag-Kaplan, M., Yildirim, C., Gulden, S. ve Aktan, D. (2015). I love to hate you: Loyalty for disliked brands and the role of nostalgia. Journal of Brand Management, 22, 136-153. https://doi.org/10.1057/bm.2015.10
• Ela, J. A. S. R. (2024). Digital Buzz: Analyzing the Impact of E-WOM, Brand Image, and Brand Loyalty on Purchase Intentions in the Indonesian Oppo and Vivo Smartphone Competition on Shopee. Journal of System and Management Sciences, 14(2), 396-413. https://doi.org/10.33168/JSMS.2024.0225
• Erkan, I., Gokerik, M. ve Acikgoz, F. (2019). The impacts of facebook ads on brand image, brand awareness, and brand equity. In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy (pp. 442-462). IGI Global. https://doi.org/10.4018/978-1-5225-6307-5.CH019
• 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. https://doi.org/10.1177/002224378101800104
• Gökerik, M. (2024). Consumer Cynicism in Influencer Marketing: An Impact Analysis on Purchase Intention and Brand Loyalty. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 13(1), 404-421. https://doi.org/10.15869/itobiad.1422438
• Gökerik, M., Gürbüz, A., Erkan, I., Mogaji, E. ve Sap, S. (2018). Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image. Asia Pacific journal of marketing and logistics, 30(5), 1222-1238. https://doi.org/10.1108/APJML-10-2017-0257
• Göktaş, F. ve Gökerik, M. (2024). A Novel Robust Theoretical Approach on Social Media Advertisement Platform Selection. International Journal of Engineering Research and Development, 16(1), 373-382. https://doi.org/10.29137/umagd.1398580
• Gruen, T. W., Osmonbekov, T. ve Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456. https://doi.org/10.1016/j.jbusres.2005.10.004
• Gupta, P. ve Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of business research, 63(9-10), 1041-1049. https://doi.org/10.1016/j.jbusres.2009.01.015
• Hair Jr., J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (2010). Multivariate Data Analysis: A Global Perspective. 7th Edition, Pearson Education, Upper Saddle River.
• Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of marketing management, 27(7-8), 785-807. https://doi.org/10.1080/0267257X.2010.500132
• Homburg, C., Klarmann, M., ve Schmitt, J. (2010). Brand awareness in business markets: when is it related to firm performance?. International Journal of Research in Marketing, 27(3), 201-212. https://doi.org/10.1016/j.ijresmar.2010.03.004
• Hsieh, J. K., Hsieh, Y. C. ve Tang, Y. C. (2012). Exploring the disseminating behaviors of eWOM marketing: persuasion in online video. Electronic Commerce Research, 12, 201-224. https://doi.org/10.1007/s10660-012-9091-y
• Hsu, L. C. (2022). Effect of eWOM review on beauty enterprise: a new interpretation of the attitude contagion theory and information adoption model. Journal of Enterprise Information Management, 35(2), 376-413. https://doi.org/10.1108/JEIM-06-2020-0240
• Huang, R. ve Sarigöllü, E. (2012). How brand awareness relates to market outcome, brand equity, and the marketing mix. Journal of business research, 65(1), 92-99. https://doi.org/10.1016/j.jbusres.2011.02.003
• Huete-Alcocer, N. (2017). A literature review of word of mouth and electronic word of mouth: Implications for consumer behavior. Frontiers in psychology, 8, 1256. https://doi.org/10.3389/fpsyg.2017.01256
• Ismagilova, E., Rana, N. P., Slade, E. L., ve Dwivedi, Y. K. (2021). A meta-analysis of the factors affecting eWOM providing behaviour. European Journal of Marketing, 55(4), 1067-1102. https://doi.org/10.1108/EJM-12-2019-1023
• Jamshidi, D. ve Rousta, A. (2021). Brand commitment role in the relationship between brand loyalty and brand satisfaction: phone industry in Malaysia. Journal of Promotion Management, 27(1), 151-176. https://doi.org/10.1080/10496491.2020.1809596
• Kabiraj, S. ve Shanmugan, J. (2011). Development of a conceptual framework for brand loyalty: A Euro-Mediterranean perspective. Journal of Brand Management, 18, 285-299. https://doi.org/10.1057/bm.2010.39
• Kim, E. E. K., Mattila, A. S. ve Baloglu, S. (2011). Effects of gender and expertise on consumers’ motivation to read online hotel reviews. Cornell Hospitality Quarterly, 52(4), 399-406. https://doi.org/10.1177/1938965510394357
• King, R. A., Racherla, P. ve Bush, V. D. (2014). What we know and don't know about online word-of-mouth: A review and synthesis of the literature. Journal of interactive marketing, 28(3), 167-183. https://doi.org/10.1016/j.intmar.2014.02.001
• Kurtoğlu, R. ve Sönmez, A. (2016). Marka imaji ve marka faydasinin marka sadakati ve pozitif ağizdan ağiza iletişim (wom) üzerindeki etkisi. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 21(4), 1127-1138. https://dergipark.org.tr/tr/pub/sduiibfd/issue/52991/701194
• Li, J., Xue, W., Yang, F. ve Li, Y. (2017). An integrated research framework for effect of EWOM. Journal of Systems Science and Information, 5(4), 343-355. https://doi.org/10.21078/JSSI-2017-343-13
• Lis, B. (2013). In eWOM we trust: A framework of factors that determine the eWOM credibility. Wirtschaftsinformatik, 55, 121-134.
• Litvin, S. W., Goldsmith, R. E., ve Pan, B. (2018). A retrospective view of electronic word-of-mouth in hospitality and tourism management. International Journal of Contemporary Hospitality Management, 30(1), 313-325. https://doi.org/10.1108/IJCHM-08-2016-0461
• Mason, R. B. (2008). Word of mouth as a promotional tool for turbulent markets. Journal of Marketing Communications, 14(3), 207-224. https://doi.org/10.1080/13527260701754258
• Murtiasih, S., Hermana, B. ve Febriani, W. (2021). The effect of marketing communication on brand equity with brand image, brand trust, and brand loyalty as the intervening variables. Journal of International Business Research and Marketing, 7(1), 7-16. https://doi.org/10.18775/jibrm.1849-8558.2015.71.3001
• O'Neill, S. (2022) Word of Mouth Marketing: Stats and Trends for 2023 https://www.lxahub.com/stories/word-of-mouth-marketing-stats-and-trends-for-2023 Erişim Tarihi: 31.01.2024
• Pahlevi, H. R., ve Amborowati, A. (2024). Digital Marketing Communication Analysis Jawa Pos Radar Solo. Jurnal Manajemen Bisnis dan Terapan, 2(1), 206-220. https://doi.org/10.21608/cfdj.2024.324082
• Parris, D. L. ve Guzman, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product ve Brand Management, 32(2), 191-234. https://doi.org/10.1108/JPBM-06-2021-3528
• Putri, S. V. (2022). The Impact of Electronic Word of Mouth (EWOM) Using Influencers on Brand Awareness and Purchase Intention. CoverAge: Journal of Strategic Communication, 13(1), 11-25. https://doi.org/10.35814/coverage.v13i1.3913
• Reichheld, F. (2001). Prescription for cutting costs. Bain ve Company. Harvard Business School Publishing.
• Renteria-García, J. C., Fajardo-Toro, C. H., ve Sabogal-Salamanca, M. (2021). Consumer-Generated Content as Clues for Brand Trust in the Digital Era. In Innovations in Digital Branding and Content Marketing (pp. 1-21). IGI Global. https://doi.org/10.4018/978-1-7998-4420-4.ch001
• Romaniuk, J., Wight, S., ve Faulkner, M. (2017). Brand awareness: revisiting an old metric for a new world. Journal of Product ve Brand Management, 26(5), 469-476. https://doi.org/10.1108/JPBM-06-2016-1242
• Rossiter, J. R. (2014). ‘Branding’explained: Defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21, 533-540. https://ro.uow.edu.au/buspapers/635/
• Sağlam, M., ve Avcı, İ. (2019). Ürün yerleştirmeye yönelik tutumun marka farkındalığı üzerindeki etkisinde marka deneyiminin aracı rolünün incelenmesi: Fi dizisi örneği. Connectist: Istanbul University Journal of Communication Sciences, (57), 125-154. https://doi.org/10.26650/CONNECTIST2019-0046
• Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A. ve King, J. (2006). Reporting structural equation modeling and confirmatory factor analysis results: A review. The Journal of educational research, 99(6), 323-338. https://doi.org/10.3200/JOER.99.6.323-338
• Schumacker, R. E. ve Lomax, R. G. (2004). A beginner's guide to structural equation modeling. psychology press.
• Sharifpour, Y., Sukati, I., Noor, M. ve Bin, A. (2016). The influence of electronic word-of-mouth on consumers’ purchase intentions in iranian telecommunication industry. American Journal of Business, 5(3), 1-6. https://doi.org/10.59160/ijscm.v5i3.1221
• Situngkir, O. ve Nuvriasari, A. (2024). The Influence of Experiential Marketing, Electronic Word of Mouth, and Brand Image on Customer Loyalty for Everwhite Beauty Products. Formosa Journal of Multidisciplinary Research, 3(1), 271-288. https://doi.org/10.55927/fjmr.v3i1.7979
• Sophonsiri, V., O'Mahony, G. B., ve Sillitoe, J. F. (2010). Towards a Model of relationship development for Hospitality practice.
• Söylemez, S., ve Duygum, A. (2020). Sosyal Medya Kullanıcıları Açısından Satın Alma Sonrası Marka Farkındalığı ve Tüketici Davranışları Arasındaki İlişki. Journal of Business in The Digital Age, 3(1), 50-62. https://doi.org/10.46238/jobda.734260
• Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior. Current opinión in Psychology, 10, 17-21. https://doi.org/10.1016/j.copsyc.2015.10.016
• Stevens, J. P. (2002). Applied multivariate statistics for the social sciences (Fourth Edition). New Jersey: Lawrance Erlbaum Association.
• Sulthana, A. N. ve Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1-5.
• Tabachnick, B. G., ve Fidell, L. S. (2013). Using Multivariate Statistics (6th ed.). Boston, Mass: Pearson International Edition.
• Taskos, N. (2016). Branding in the Digital Age. Business Hack. Chapter 9. 139-151
• Thoumrungroje, A. (2014). The influence of social media intensity and EWOM on conspicuous consumption. Procedia-Social and behavioral sciences, 148, 7-15. https://doi.org/10.1016/j.sbspro.2014.07.009
• Vasudevan, S., ve Peter Kumar, F. J. (2019). Changing realty: altering paths of brand discovery for real estate websites in India. Property Management, 37(3), 346-366. https://doi.org/10.1108/PM-03-2018-0020
• Veloutsou, C. (2015). Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6), 405-421. https://doi.org/10.1108/JCM-02-2014-0878
• Yeh, Y. H., ve Choi, S. M. (2011). MINI-lovers, maxi-mouths: An investigation of antecedents to eWOM intention among brand community members. Journal of marketing communications, 17(3), 145-162. https://doi.org/10.1080/13527260903351119
• Zhang, X. (2020). The influences of brand awareness on consumers’ cognitive process: An event-related potentials study. Frontiers in Neuroscience, 14, 549. https://doi.org/10.3389/fnins.2020.00549