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İndirim Perakendeciliği Müşterilerinin e-WOM Motivasyonlarının Netnografik İncelemesi

Yıl 2022, Cilt: 2 Sayı: 1, 1 - 19, 25.03.2022
https://doi.org/10.29228/itamder.57493

Öz

Bu çalışma, indirim perakendeciliği müşterilerinin tüketici merkezli çevrimiçi bir sosyal topluluk aracılığıyla e-WOM iletişimine katılma motivasyonlarını keşfetmeyi amaçlamaktadır. Bu nedenle çalışmada nitel bir metodolojik yaklaşım benimsenmiştir. Satışa çıkması duyurulan ürünler de dahil olmak üzere indirimli perakendecilerin pazarlama çabalarına yönelik tüketici tepkilerini gözlemlemek ve olumsuz deneyimlerden kaynaklanan ve Facebook sayfalarına yansıyan müşteri şikayetlerini daha detaylı olarak anlamak için netnografik katılım esasına dayanan bir inceleme yapılmıştır. Daha önceki literatür bulgularından hareketle, indirimli perakendeciliğe özgü e-WOM motivasyonları örneklendirilerek üyelerin gönderileri ve görüşleri doğrultusunda yorumlanmıştır. Ayrıca mevcut tipolojiye ek olarak, bu çalışmaya özgü bir motivasyon detaylı olarak açıklanmaya çalışılmıştır. Araştırmanın sonuçları, indirimli perakendeciliği müşterilerinin özellikle olumsuz deneyimlerini paylaştıklarını ortaya koymuştur. Ayrıca tüketicilerin memnuniyetsizliğinin bazen daha derin bir tutumsal ve davranışsal boyuta evrildiği ve sinik bir inanca doğru genişlediği anlaşılmıştır. Bununla birlikte, kişisel imaj kaygısının da çevrimiçi toplulukta önemli bir motivasyon olarak öne çıktığı görülmüştür. Sonuç bölümünde, bulguların literatüre katkıları ve çalışmanın sınırlılıkları ele alımıştır.

Kaynakça

  • Alagarsamy, S., Mehrolia, S., & Singh, B. (2021). Mediating effect of brand relationship quality on relational bonds and online grocery retailer loyalty. Journal of Internet Commerce, 20(2), 246–272.
  • Anastasiei, B., & Dospinescu, N. (2019). Electronic word-of-mouth for online retailers: Predictors of volume and valence. Sustainability, 11(3), 18. https://doi.org/10.3390/su11030814
  • Andreychik, M. R., & Migliaccio, N. (2015). Empathizing With Others’ Pain Versus Empathizing With Others’ Joy: Examining the Separability of Positive and Negative Empathy and Their Relation to Different Types of Social Behaviors and Social Emotions. Basic and Applied Social Psychology, 37(5), 274–291. https://doi.org/10.1080/01973533.2015.1071256
  • Arif, M. E. (2019). The influence of electronic word of mouth (eWOM), brand image, and price on re-purchase intention of airline customers. Jurnal Aplikasi Manajemen, 17(2), 345–356.
  • Arslan, Y., & Yavuzyılmaz, O. (2017). A Study to Compare Brand Equity Perceptions of Discount Retailers and Supermarkets. Journal of Business Research-Türk, 9(4), 571–588. https://doi.org/10.20491/isarder.2017.347
  • Balasubramanian, S., & Mahajan, V. (2001). The economic leverage of the virtual community. International Journal of Electronic Commerce, 5(3), 103–138.
  • Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138.
  • Carpenter, J. M. (2008). Consumer shopping value, satisfaction and loyalty in discount retailing. Journal of Retailing and Consumer Services, 15(5), 358–363.
  • Carpenter, Jason M., & Moore, M. (2009). Utilitarian and hedonic shopping value in the US discount sector. Journal of Retailing and Consumer Services, 16(1), 68–74. https://doi.org/10.1016/j.jretconser.2008.10.002
  • Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? In M. C. Gilly & J. Meyers-Levy (Eds.), Advances in Consumer Research (28th ed., pp. 129–133). Valdosta: Association for Consumer Research.
  • Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
  • Chung, J. Y., & Kim, Y. G. (2015). A Netnographic Study of eWOM Motivations to Articulate Dining Experiences. Journal of Internet Commerce, 14(4), 455–475. https://doi.org/10.1080/15332861.2015.1096147
  • Chylinski, M., & Chu, A. (2010). Consumer cynicism: antecedents and consequences. European Journal of Marketing, 44(6), 796–837. Retrieved from https://doi.org/10.1108/03090561011032720
  • Colla, E. (2003). International expansion and strategies of discount grocery retailers: The winning models. International Journal of Retail & Distribution Management, 31(1), 55–66. https://doi.org/10.1108/09590550310457845
  • Dahka, Z. Y., Hajiheydari, N., & Rouhani, S. (2020). User response to e-WOM in social networks: how to predict a content influence in Twitter. International Journal of Internet Marketing and Advertising, 14(1), 91–111.
  • Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (electronic word-of-mouth) messages. Cyberpsychology & Behavior, 12(2), 193–197.
  • Filieri, R., Lin, Z., Pino, G., Alguezaui, S., & Inversini, A. (2021). The role of visual cues in eWOM on consumers’ behavioral intention and decisions. Journal of Business Research, 135, 663-675.
  • Garrett, D. E. (1987). The Effectiveness of Marketing Policy Boycotts: Environmental Opposition to Marketing. Journal of Marketing, 51(2), 46–57.
  • Gruen, T. W., Osmonbekov, T., & 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
  • Helm, A. E. (2006). Cynical consumers: dangerous enemies, loyal friends. University of Missouri.
  • Helm, A. E., Moulard, J. G., & Richins, M. (2015). Consumer cynicism: developing a scale to measure underlying attitudes influencing marketplace shaping and withdrawal behaviours. International Journal of Consumer Studies, 39(5), 515–524.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
  • Hong, J. H., Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2021). Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product and Brand Management, 31(2), 265–278. https://doi.org/10.1108/JPBM-07-2019-2485
  • Hussain, S., Ahmed, W., Jafar, R. M. S., Rabnawaz, A., & Jianzhou, Y. (2017). eWOM source credibility, perceived risk and food product customer’s information adoption. Computers in Human Behavior, 66, 96–102.
  • Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2020). “I buy green products, do you…?”: The moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry. International Journal of Pharmaceutical and Healthcare Marketing, 14(1), 89–112. https://doi.org/10.1108/IJPHM-02-2019-0017
  • Jeong, E. H., & Jang, S. C. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356–366. https://doi.org/10.1016/j.ijhm.2010.08.005
  • Kazak, E. Ö., Koçak, İ. H., Özaktaş, E., Kocaman, E., Kurdoğlu, B., & Özkan, N. (2021). FMCG Retail Industry Review in Türkiye. Ankara. Retrieved from https://www.rekabet.gov.tr/Dosya/geneldosya/htm-perakendeciligi-sektor-incelemesi-on-raporu-pdf
  • Kim, J. H., Bae, Z. T., & Kang, S. H. (2008). The role of online brand community in new product development: case studies on digital product manufacturers in Korea. International Journal of Innovation Management, 12(3), 357–376.
  • Klein, J. G., Smith, N. C., & John, A. (2004). Why we boycott: Consumer motivations for boycott participation. Journal of Marketing, 68(3), 92–109.
  • Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61–72.
  • Kozinets, Robert V. (2010). Netnography: Doing Ethnographic Research Online. (M. Steele, Ed.) (Second). Thousand Oaks, California: SAGE Publications.
  • Kozinets, Robert V., & Handelman, J. (1998). Ensouling Consumption: a Netnographic Exploration of the Meaning of Boycotting Behavior. Advances in Consumer Research Volume, 25, 475–480.
  • KPMG. (2020). Perakende, Sektörel Bakış. İstanbul. Retrieved from https://assets.kpmg/content/dam/kpmg/tr/pdf/2020/01/sektorel-bakis-2020-perakende.pdf
  • Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
  • López, M., & Sicilia, M. (2014). eWOM as source of influence: the impact of participation in eWOM and perceived source trustworthiness on decision making. Journal of Interactive Advertising, 14(2), 86–97.
  • Loureiro, S. M. C., Serra, J., & Guerreiro, J. (2019). How Fashion Brands Engage on Social Media: A Netnography Approach. Journal of Promotion Management, 25(3), 367–378. https://doi.org/10.1080/10496491.2019.1557815
  • Magalhaes, R., & Musallam, B. (2014). Investigating Electronic Word-of- Mouth Motivations in the Middle East : Twitter as Medium and Message. Journal of Electronic Commerce in Organizations, 12(3), 40–59.
  • Morrison, A. S., Mateen, M. A., Brozovich, F. A., Zaki, J., Goldin, P. R., Heimberg, R. G., & Gross, J. J. (2016). Empathy for positive and negative emotions in social anxiety disorder. Behaviour Research and Therapy, 87, 232–242.
  • Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749–759. https://doi.org/10.1108/JCM-10-2019-3450
  • Park, H. H., & Jeon, J. O. (2018). The impact of mixed eWOM sequence on brand attitude change: cross-cultural differences. International Marketing Review, 35(3), 390–411.
  • Peeroo, S., Samy, M., & Jones, B. (2016). Generating customer engagement and customer enragement on facebook pages of Tesco and Walmart. In Conference on e-Business, e-Services and e-Society (pp. 146–156). Springer. https://doi.org/10.1007/978-3-319-45234-0_14
  • Reyes-Menendez, A., Correia, M. B., & Matos, N. (2020). Understanding online consumer behavior and ewom strategies for sustainable business management in the tourism industry. Sustainability (Switzerland), 12(21), 1–14. https://doi.org/10.3390/su12218972
  • Stevens, J. L., Spaid, B. I., Breazeale, M., & Jones, C. L. E. (2018). Timeliness, transparency, and trust: A framework for managing online customer complaints. Business Horizons, 61(3), 375–384.
  • Tien, D. H., Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249.
  • Wang, J. J., Wang, L. Y., & Wang, M. M. (2018). Understanding the effects of eWOM social ties on purchase intentions: A moderated mediation investigation. Electronic Commerce Research and Applications, 28, 54–62.
  • Yrjölä, M., Rintamäki, T., Saarijärvi, H., & Joensuu, J. (2017). Consumer-to-consumer e-commerce: outcomes and implications. The International Review of Retail, Distribution and Consumer Research, 27(3), 300–315.

A Netnographic Review of Customers' e-WOM Motivations Towards Discount Retailing in Türkiye

Yıl 2022, Cilt: 2 Sayı: 1, 1 - 19, 25.03.2022
https://doi.org/10.29228/itamder.57493

Öz

This study aims to explore which discount retailing experiences motivate customers to engage in e-WOM communication through an online consumer-oriented social community. A qualitative methodological approach was adopted to fulfill this need in this paper. A netnographic review was performed to observe the consumer responses to discount retailers' marketing efforts including upcoming products and to better understand customer complaints about unfavorable interactions on Facebook pages. Based on the previous literature findings, e-WOM motivations specific to discount retailing were exemplified and interpreted in line with the members' posts and views. Furthermore, a novel motivation has been introduced in addition to the existing typology. The results of the study revealed that discount retailing customers particularly share out their negative experiences. In addition, it has been understood that the dissatisfaction of consumers sometimes evolves into a deeper attitudinal and behavioral dimension and expands toward a cynical belief. In the conclusion section, the contributions of the findings to the literature and the limitations of the study were discussed.

Kaynakça

  • Alagarsamy, S., Mehrolia, S., & Singh, B. (2021). Mediating effect of brand relationship quality on relational bonds and online grocery retailer loyalty. Journal of Internet Commerce, 20(2), 246–272.
  • Anastasiei, B., & Dospinescu, N. (2019). Electronic word-of-mouth for online retailers: Predictors of volume and valence. Sustainability, 11(3), 18. https://doi.org/10.3390/su11030814
  • Andreychik, M. R., & Migliaccio, N. (2015). Empathizing With Others’ Pain Versus Empathizing With Others’ Joy: Examining the Separability of Positive and Negative Empathy and Their Relation to Different Types of Social Behaviors and Social Emotions. Basic and Applied Social Psychology, 37(5), 274–291. https://doi.org/10.1080/01973533.2015.1071256
  • Arif, M. E. (2019). The influence of electronic word of mouth (eWOM), brand image, and price on re-purchase intention of airline customers. Jurnal Aplikasi Manajemen, 17(2), 345–356.
  • Arslan, Y., & Yavuzyılmaz, O. (2017). A Study to Compare Brand Equity Perceptions of Discount Retailers and Supermarkets. Journal of Business Research-Türk, 9(4), 571–588. https://doi.org/10.20491/isarder.2017.347
  • Balasubramanian, S., & Mahajan, V. (2001). The economic leverage of the virtual community. International Journal of Electronic Commerce, 5(3), 103–138.
  • Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123–138.
  • Carpenter, J. M. (2008). Consumer shopping value, satisfaction and loyalty in discount retailing. Journal of Retailing and Consumer Services, 15(5), 358–363.
  • Carpenter, Jason M., & Moore, M. (2009). Utilitarian and hedonic shopping value in the US discount sector. Journal of Retailing and Consumer Services, 16(1), 68–74. https://doi.org/10.1016/j.jretconser.2008.10.002
  • Chatterjee, P. (2001). Online Reviews: Do Consumers Use Them? In M. C. Gilly & J. Meyers-Levy (Eds.), Advances in Consumer Research (28th ed., pp. 129–133). Valdosta: Association for Consumer Research.
  • Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75. https://doi.org/10.2501/IJA-30-1-047-075
  • Chung, J. Y., & Kim, Y. G. (2015). A Netnographic Study of eWOM Motivations to Articulate Dining Experiences. Journal of Internet Commerce, 14(4), 455–475. https://doi.org/10.1080/15332861.2015.1096147
  • Chylinski, M., & Chu, A. (2010). Consumer cynicism: antecedents and consequences. European Journal of Marketing, 44(6), 796–837. Retrieved from https://doi.org/10.1108/03090561011032720
  • Colla, E. (2003). International expansion and strategies of discount grocery retailers: The winning models. International Journal of Retail & Distribution Management, 31(1), 55–66. https://doi.org/10.1108/09590550310457845
  • Dahka, Z. Y., Hajiheydari, N., & Rouhani, S. (2020). User response to e-WOM in social networks: how to predict a content influence in Twitter. International Journal of Internet Marketing and Advertising, 14(1), 91–111.
  • Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (electronic word-of-mouth) messages. Cyberpsychology & Behavior, 12(2), 193–197.
  • Filieri, R., Lin, Z., Pino, G., Alguezaui, S., & Inversini, A. (2021). The role of visual cues in eWOM on consumers’ behavioral intention and decisions. Journal of Business Research, 135, 663-675.
  • Garrett, D. E. (1987). The Effectiveness of Marketing Policy Boycotts: Environmental Opposition to Marketing. Journal of Marketing, 51(2), 46–57.
  • Gruen, T. W., Osmonbekov, T., & 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
  • Helm, A. E. (2006). Cynical consumers: dangerous enemies, loyal friends. University of Missouri.
  • Helm, A. E., Moulard, J. G., & Richins, M. (2015). Consumer cynicism: developing a scale to measure underlying attitudes influencing marketplace shaping and withdrawal behaviours. International Journal of Consumer Studies, 39(5), 515–524.
  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
  • Hong, J. H., Yang, J., Wooldridge, B. R., & Bhappu, A. D. (2021). Sharing consumers’ brand storytelling: influence of consumers’ storytelling on brand attitude via emotions and cognitions. Journal of Product and Brand Management, 31(2), 265–278. https://doi.org/10.1108/JPBM-07-2019-2485
  • Hussain, S., Ahmed, W., Jafar, R. M. S., Rabnawaz, A., & Jianzhou, Y. (2017). eWOM source credibility, perceived risk and food product customer’s information adoption. Computers in Human Behavior, 66, 96–102.
  • Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2020). “I buy green products, do you…?”: The moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry. International Journal of Pharmaceutical and Healthcare Marketing, 14(1), 89–112. https://doi.org/10.1108/IJPHM-02-2019-0017
  • Jeong, E. H., & Jang, S. C. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management, 30(2), 356–366. https://doi.org/10.1016/j.ijhm.2010.08.005
  • Kazak, E. Ö., Koçak, İ. H., Özaktaş, E., Kocaman, E., Kurdoğlu, B., & Özkan, N. (2021). FMCG Retail Industry Review in Türkiye. Ankara. Retrieved from https://www.rekabet.gov.tr/Dosya/geneldosya/htm-perakendeciligi-sektor-incelemesi-on-raporu-pdf
  • Kim, J. H., Bae, Z. T., & Kang, S. H. (2008). The role of online brand community in new product development: case studies on digital product manufacturers in Korea. International Journal of Innovation Management, 12(3), 357–376.
  • Klein, J. G., Smith, N. C., & John, A. (2004). Why we boycott: Consumer motivations for boycott participation. Journal of Marketing, 68(3), 92–109.
  • Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39(1), 61–72.
  • Kozinets, Robert V. (2010). Netnography: Doing Ethnographic Research Online. (M. Steele, Ed.) (Second). Thousand Oaks, California: SAGE Publications.
  • Kozinets, Robert V., & Handelman, J. (1998). Ensouling Consumption: a Netnographic Exploration of the Meaning of Boycotting Behavior. Advances in Consumer Research Volume, 25, 475–480.
  • KPMG. (2020). Perakende, Sektörel Bakış. İstanbul. Retrieved from https://assets.kpmg/content/dam/kpmg/tr/pdf/2020/01/sektorel-bakis-2020-perakende.pdf
  • Kudeshia, C., & Kumar, A. (2017). Social eWOM: does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
  • López, M., & Sicilia, M. (2014). eWOM as source of influence: the impact of participation in eWOM and perceived source trustworthiness on decision making. Journal of Interactive Advertising, 14(2), 86–97.
  • Loureiro, S. M. C., Serra, J., & Guerreiro, J. (2019). How Fashion Brands Engage on Social Media: A Netnography Approach. Journal of Promotion Management, 25(3), 367–378. https://doi.org/10.1080/10496491.2019.1557815
  • Magalhaes, R., & Musallam, B. (2014). Investigating Electronic Word-of- Mouth Motivations in the Middle East : Twitter as Medium and Message. Journal of Electronic Commerce in Organizations, 12(3), 40–59.
  • Morrison, A. S., Mateen, M. A., Brozovich, F. A., Zaki, J., Goldin, P. R., Heimberg, R. G., & Gross, J. J. (2016). Empathy for positive and negative emotions in social anxiety disorder. Behaviour Research and Therapy, 87, 232–242.
  • Ngarmwongnoi, C., Oliveira, J. S., AbedRabbo, M., & Mousavi, S. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749–759. https://doi.org/10.1108/JCM-10-2019-3450
  • Park, H. H., & Jeon, J. O. (2018). The impact of mixed eWOM sequence on brand attitude change: cross-cultural differences. International Marketing Review, 35(3), 390–411.
  • Peeroo, S., Samy, M., & Jones, B. (2016). Generating customer engagement and customer enragement on facebook pages of Tesco and Walmart. In Conference on e-Business, e-Services and e-Society (pp. 146–156). Springer. https://doi.org/10.1007/978-3-319-45234-0_14
  • Reyes-Menendez, A., Correia, M. B., & Matos, N. (2020). Understanding online consumer behavior and ewom strategies for sustainable business management in the tourism industry. Sustainability (Switzerland), 12(21), 1–14. https://doi.org/10.3390/su12218972
  • Stevens, J. L., Spaid, B. I., Breazeale, M., & Jones, C. L. E. (2018). Timeliness, transparency, and trust: A framework for managing online customer complaints. Business Horizons, 61(3), 375–384.
  • Tien, D. H., Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249.
  • Wang, J. J., Wang, L. Y., & Wang, M. M. (2018). Understanding the effects of eWOM social ties on purchase intentions: A moderated mediation investigation. Electronic Commerce Research and Applications, 28, 54–62.
  • Yrjölä, M., Rintamäki, T., Saarijärvi, H., & Joensuu, J. (2017). Consumer-to-consumer e-commerce: outcomes and implications. The International Review of Retail, Distribution and Consumer Research, 27(3), 300–315.
Toplam 46 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Araştırma Makaleleri
Yazarlar

Mehmet Safa Çam Bu kişi benim 0000-0001-6046-4585

Yayımlanma Tarihi 25 Mart 2022
Gönderilme Tarihi 3 Şubat 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 2 Sayı: 1

Kaynak Göster

APA Çam, M. S. (2022). A Netnographic Review of Customers’ e-WOM Motivations Towards Discount Retailing in Türkiye. İletişim Ve Toplum Araştırmaları Dergisi, 2(1), 1-19. https://doi.org/10.29228/itamder.57493