EXAMINING THE EFFECTS OF PERCEIVED ELECTRONIC WOM ELEMENTS ON BRAND IMAGE AND PURCHASE INTENTION

45427

The main goal for this research is to determine the effects of the elements of electronic word of mouth communication (eWOM) on the brand image and purchase intention of individuals. The population of the research is the consumers older than 18 years in Turkey who have social media accounts and online purchase experience. The data was obtained from the surveys answered online with a total of 385 consumers. As a result of the corelation and multiple regression analysis performed with a total of 385 valid data filled in online by the participants, it has been determined eWOM quality and eWOM quantity have significant effects on brand image while eWOM credibility does not have any significant effect on brand image. Also, both the eWOM quantity and eWOM credibility have significant effects on the purchase intentions of the individuals as well. But It’s seen that eWOM quality does not have any significant effect on purchase intention.

753

Electronic Word of Mouth (eWOM) Credibility , eWOM Quality , eWOM Quantity , Brand Image , Purchase Intention

Abant Sosyal Bilimler Dergisi

772

Abant Sosyal Bilimler Dergisi