The Effect of Electronic Word of Mouth on Brand Loyalty through Brand Trust within the Scope of Information Adoption Model: A Research on Online Consumers The criteria evaluated in the adoption of information vary from person to person. Therefore, in the electronic word of mouth (eWOM) concept which is examined by the information adoption model: information comprehensiveness, information relevance, information usefulness, source trustworthy, and homophily dimensions come into prominence. In this context, the perception and adoption criteria of customer reviews on online shopping sites, which are covered by eWOM, affect consumers' brand attitudes. In a highly competitive market environment, organizations aim to stand out among competitors by creating brand loyalty and brand trust. In line with this information, in the study, the mediating role of brand trust in the relationship between eWOM and brand loyalty was researched. In this research, the questionnaire technique, one of the quantitative research methods, was used. The research model was tested empirically, using a sample of 401 respondents who does Internet shopping from solely online shopping websites. Respectively reliability analysis, factor analysis, regression analysis, and Sobel Test were applied to the variables in the research. According to the analyses, eWOM has a positive effect on brand loyalty through a brand trust has found. Additionally, it has found that information comprehensiveness, which is one of the dimensions of eWOM, has more effect on brand loyalty and brand trust than other dimensions. keywords: Electronic word of mouth, brand trust, brand loyalty, online consumer reviews Résume L'effet du bouche à oreille électronique sur la fidélité à la marque grâce à la confiance dans la marque dans le cadre du modèle d'adoption de l'information: une recherche sur des consommateurs en ligne Les critères évalués lors de l'interprétation des informations reçues par les consommateurs varient d'une personne à l'autre. C'est pour cette raison que l'exhaustivité, la pertinence et l'utilité de l'information, ainsi que la fiabilité de la source et les dimensions de l'homophilie prennent de l'importance dans le marketing de bouche à oreille électronique (eWOM) qui est examiné selon le modèle d'adoption de l'information. Dans le cadre de eWOM, les critères de perception et d'adoption des avis clients sur les sites de vente et d'achat en ligne, influencent les attitudes des clients envers les marques. Au sein d'un marché hautement concurrentiel, les entreprises visent à se différencier de leurs concurrents en essayant d'instaurer une fidélité à la marque et une confiance en
The COVID-19 pandemic started as a health crisis; however, it dramatically generated social, economic, and behavioral changes. The transformations in business environment, shopping, and consumption behaviors are believed to be long-lasting after the pandemic era. Therefore, COVID-19 is a disruptive force. In this chapter, the authors analyzed the effects of COVID-19 on retailing industry as a result of changes in shopping behaviors. They discussed the evolution of multi-channel and omni-channel retailers, and they highlighted the changes in shopping behaviors due to COVID-19 on the basis of secondary data. Then they preceded a qualitative research and collected data via semi-structured in-depth interviews. They reported their findings in the last section of the chapter.
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