R&S - Research Studies Anatolia Journal

Yazarlar: Ayşe Ece AK

Konular:Sosyal

DOI:10.33723/rs.573671

Anahtar Kelimeler:Mobile Shopping,Word of Mouth Marketing,Consumer Satisfaction

Özet: At the beginning of the 1990s, when the Internet is used in a very limited area in Turkey, it has spread rapidly while today it has become a part of everyday life. Personal digital assistants, desktops and laptops have been used to access the Internet in the previous periods, while access to the internet is now available through smart phones and tablets. In addition, Web 2.0, defined as the new era of the internet, provided platforms for consumers to produce new content for them. Consumers have begun to interact with each other by sharing information on various issues in these platforms. Thus, mouth to mouth marketing (Word of Mouth Marketing -WOMM) has been moved to online platforms; a channel where consumers talk about products and brands and share their experiences. In this study, the effect of mobile shopping, mouth to mouth marketing and consumer satisfaction by age is examined. In the first part of the study, literature study and methodology are given and the theoretical background is examined. In the second part, the findings of the study, which examines the effect of age on mobile shopping, mouth to mouth marketing and consumer satisfaction by age. In the conclusion section, the findings were discussed. The relationship between marketing and satisfaction and the factors affecting the relationship are defined. The relationship between the variables measuring sample shopping site as the most preferred and reliable shopping site in Turkey 5 'Hepsiburada.com, Trendyol, Morhipo, AliExpress, n11.com' is selected (https://www.twentify.com). As a result of the study; It was concluded that the effect of mobile shopping, mouth to mouth marketing and consumer satisfaction varied according to age.

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