Istanbul Business Research

Yazarlar: Nahit Erdem KÖKER, Deniz MADEN, Özgür KÖSEOĞLU

Konular:-

Anahtar Kelimeler:Social networks,Consumer engagement,Electronic word of mouth communication (e-WOM)

Özet: As social networks became an indispensable part of daily life, brands increased their contact with consumers on these platforms in order to improve consumer engagement. As a result, consumers started to generate and share more content about brands that led to an increase in electronic word of mouth (e-WOM) messages. Such a change in the brand communication process points out the importance of the relationship between consumer engagement on social networks and e-WOM communication. This research aims to assess the effects of consumer engagement on social networks on e-WOM communication. Results indicate that consumers’ engagement with a brand on social networks has a significantly positive effect on e-WOM credibility, e-WOM effect, and e-WOM attitude. 

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