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
Brand and the branding process have been regarded as a component of cultural studies even though they are more generally seen as being a subfield of business economics. Today, it is true to say that countries, cities, destinations, as well as many prominent cultural items can become brands. Thus, the primary aim of this study is to form a model proposal for how “Şile gauze”, a local authentic product, can be branded to become competitive. Strategies regarding brand, the process of brand and brand positioning are adapted to Şile gauze and conceptual research about these components are elaborated with the aim of implementing Şile gauze branding. Focus groups were carried out with participants comprising students from marketing and fashion design departments, with a framework for the branding process of Şile gauze subsequently designed in light of the findings from the focus groups. These findings revealed that the target market of Şile gauze is women and men who are in mid-high and high-income groups, who have adopted a health and comfort oriented lifestyle. Additionally, the targeting strategy for Şile gauze preferred by both focus groups was a niche targeting one with a unique positioning in the market.
Günümüzün hızla küreselleşen dünyasında teknolojik gelişmelerin de etkisiyle birlikte rekabet artmıştır.Tüketiciler mal ve hizmetlere daha kolay bir şekilde ulaşabilmekte ve daha bilinçli satın alma kararı verebilmektedirler. Bu durum ise güçlü bir marka oluşturmanın önemini daha da arttırmaktadır. Bu çalışmada, tüketici temelli marka denkliği ile satın alma niyeti arasındaki ilişki araştırılmıştır. Bununla birlikte, tüketici temelli marka denkliği ve satın alma niyeti arasındaki ilişkide marka tercihi ara değişken olarak incelenmiştir.
The COVID 19 pandemic created economic havoc around the world. Along with healthcare challenges, the pandemic has also been changing consumer lifestyles. It affects business structures and service delivery too. This article draws on an investigation of the effect of consumption emotions of Turkish consumers on consumer values during the COVID 19 Pandemic. A convenience sampling method was adopted in the study and a questionnaire survey was administered to collect 390 consumer cases. The results show that the consumption emotions of Turkish consumers during the COVID 19 Pandemichad a significant positive effect on consumer values. It was found that Turkish consumers were to feel anxiety, calmness and hope more often than not during the pandemic.
Bir destinasyonun deneyimlenmesinde önemli bir yeri olan mutfak kültürünün, tanıtılmasının her geçen gün daha önemli hale geldiği görülmektedir Gastronomi turizmi, destinasyon deneyiminin ayrılmaz bir parçası ve bazı durumlarda temel seyahat motivasyonu olabilmektedir. Özellikle teknolojinin hızlı gelişimi gerek destinasyon tanıtımında gerekse yemek kültürü tanıtımında kilit bir rol oynamaktadır. Son zamanlarda hızlı bir gelişim gösteren artırılmış gerçeklik teknolojisi, birçok sektörde olduğu gibi restoran sektöründe de geniş bir kullanım alanı bulmaktadır. Bu sebep ile araştırmanın amacı, artırılmış gerçeklik teknolojisi ile hazırlanmış bir menü uygulaması ile yaşanılan deneyiminin, deneyim değerine etkisinin belirlenmesidir. Araştırma çevrimiçi tüketiciler üzerinde gerçekleştirilmiş olup, katılımcıların bir menüye yönelik artırılmış gerçeklik uygulamasını kullanmaları sağlanmaktadır. Bunun sonucunda ise yaşadıkları deneyim değeri değerlendirilmektedir. Araştırma 484 kişi üzerinde nicel araştırma yöntemlerinden anket tekniği kullanılarak gerçekleştirilmiş olup, araştırma sonucunda restoran sektöründe artırılmış gerçeklik menü uygulaması kullanımının, deneyim değerine pozitif ve anlamlı etkisi olduğu sonucu ortaya çıkmaktadır.
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