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

Elektronik Ağızdan Ağıza Pazarlamanın Marka Tutumlarına Etkisinde Jenerasyonun Düzenleyici Rolü

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

Kaynakça

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