eWOM Arama Motivasyonları ile Online Kurumsal İtibar Algısı Arasındaki İlişkiyi Tespit Etmeye Yönelik Bir Araştırma
Öz
Küreselleşen dünyada internet kullanımının her geçen gün artması, bilgi
arama motivasyonlarını farklılaştırmıştır. İnternet tabanlı iletişim sayesinde
tüketiciler, markalarla ilgili izlenimlerini ve alışveriş tecrübelerini üçüncü
şahıslarla paylaşmaktadırlar. Tüketicilerin internet temelli bilgi arama
motivasyonları, elektronik ağızdan ağıza iletişimin (eWOM) önemini artırmıştır.
Bununla birlikte, eWOM, online kullanıcıların tüketim davranışlarının
belirlenmesinde önemli bir bilgi kaynağı olmanın yanında, online kurumsal
itibarın şekillenmesinde de etkili olmaktadır. Bu doğrultuda araştırmanın amacı,
tüketicilerin eWOM arama motivasyonları ile online kurumsal itibar algısı
arasındaki ilişkiyi tespit etmektir. Bununla birlikte çalışmanın bir diğer
amacı ise eWOM arama motivasyonlarının, online kurumsal itibar algısı üzerinde,
doğrudan ve anlamlı bir etkisinin olup olmadığını analiz etmektir. Bu bağlamda,
internet kullanıcısı ve eWOM arama motivasyonuna sahip tüketiciler (n=407)
üzerinde amaçlı örnekleme yöntemi ile uygulanan anketin verileri kullanılarak
değişkenler arasındaki ilişkiler test edilmiş ve kuramsal olarak ortaya konan
hipotezler sınanmıştır. Ayrıca araştırmanın analizinde, tanımlayıcı
istatistikler, eWOM arama motivasyonları ile online kurumsal itibar algısı
arasındaki ilişkiyi ve etki düzeyini ölçmek amacıyla sırasıyla korelasyon
analizi ve çoklu doğrusal regresyon analizi gerçekleştirilmiştir. Araştırma
neticesinde eWOM arama motivasyonu faktörü alt boyutları ile online kurumsal
itibar algısı faktörü arasında pozitif ve orta kuvvette, anlamlı (p= ,000) bir
ilişkinin olduğu tespit edilmiştir. Ayrıca yapılan çoklu doğrusal regresyon
analizi sonucunda, eWOM arama motivasyonu faktörü alt boyutlarının, online
kurumsal itibar algısı değişkeni üzerinde doğrudan ve anlamlı fakat zayıf
kuvvette bir etkisinin olduğu sonucuna da ulaşılmıştır.
Anahtar Kelimeler
eWOM Arama Motivasyonları Online Kurumsal İtibar Algısı Sosyal Medya İnternet Pazarlama İletişimi
Kaynakça
- Bajpai, V. & Pandey, S. (2012). Viral marketing through social networking sites with special reference of facebook, International Journal of Marketing, Financial Services & Management Research, 1 (7), 194-207.
- Beal, A & Strauss, J. (2008). Radically transparent: monitoring and managing reputations online. Indianapolis: Wiley Publishing, Inc.
- Bergh, J.V. & Behrer, M. (2013). How cool brands stay hot. branding to generation Y. (2.Baskı) United Kingdom, USA, India, Kogan Page Limited.
- Bilbil, E.K. & Güler, Ş. (2017). Dijital ortamda kurumsal itibar yönetimi ve viral uygulamalar ilişkisi. Global Media Journal TR Edition, 7 (14), 379-402.
- Cheung, C.M.K. & Thadani, D.R. (2010). The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis. 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society. June 20 - 23, Bled, Slovenia
- Dasari, S. & Anandakrishnan, B. (2010). Viral Marketing Of Retail Products: A Study On The Influence Of Attributes Of Web Portals And Incentives Offered On User Registrations. IUP Journal of Marketing Management, 9 (1), 99-111.
- Dijkmans, C., Kerkhof, P. Tetik, A.B. and Beukeboom, C.J. (2015). Online conversation and corporate reputation: a two-wave longitudinal study on the effects of exposure to the social media activities of a highly ınteractive company. Journal of Computer-Mediated Communication, 20, 632–648.
- Er, G. (2008). Sanal Ortamda İtibar Yönetimi. Cinius Yayınları, İstanbul.
- Granitz, N.A. & Ward, J.C. (1996), Virtual community: a sociocognitive analysis. Advances in Consumer Research, 23, (2), 161-166.
- Hennig-Thurau, T. & Walsh, G. (2003). Electronic word-of-mouth: motives for and consequences of reading customer articulations on the ınternet”. International Journal of Electronic Commerce, 8 (2), 51-74.
- Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004), Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the ınternet? Journal of Interactive Marketing, 18, (1), 38-52.
- Jalilvand, M.R., Esfahani, S.S. and Samiei, N. (2010). Electronic word-of-mouth: challenges and opportunities. Procedia Computer Science, 3, 42–46.
- Jeong, E. & Jang, S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (ewom) motivations. International Journal of Hospitality Management, 30, 356–366.
- Jones B., Temperley J. and Lima A. (2009). Corporate reputation in the era of web 2.0: the case of primark, Journal of Marketing Management, 25 (9-10), 927-939.
- Kim, S.H., Yang, K.H. and Kim, J.K. (2009). Finding critical success factors for virtual community marketing. Service Business, 3 (2), 149-171.
- Kirtiş, K.A. & Karahan, F. (2011). To be or not to be in social media arena as the most cost-efficient marketing strategy after the global recession. Procedia Social and Behavioral Sciences, 24, 260-268.
- Lawler, E.E., III. (1984). The strategic design of reward systems. In C. Fombrun, N. Tichy, & M. Devanna (Ed.), Strategic Human Resource Management, 127–147. New York: Wiley.
- Lindenblatt, A. (2014). How do companies protect their brand reputation online in response to negative electronic wordof-mouth? a study of german companies. (Erişim Tarihi:26.04.2018) http://essay.utwente.nl /65255/1/Lindenblatt_BA_faculty.pdf.pdf
- McWilliam, G. (2000). Building stronger brands through online communities. Sloan Management Review, 41, 43–54.
- Meier, A. & Portmann, E. (2013). Fuzzy management methods: the fora framework a fuzzy grassroots ontology for online reputation management, Springer-Verlag Berlin Heidelberg.
- Park, C. Wang, Y. Yao, Y. and Kang, R.Y. (2011), Factors influencing ewom effects: using experience, credibility, and susceptibility, International Journal of Social Science and Humanity, 1, 72-76.
- Stanton, N. (2015). Viral marketing professor. The Best Marketing Is Education. First Printing, Stanton E Commerce Co. 16W500 Honeysuckle Rose Ln. Willowbrook, IL. 60527.
- Sundaram, D.S., Mitra, K. and Webster, C. (1998). Word-of-mouth communications: A motivational analysis. Advances in Consumer Research, 25, 527–531.
- Tokatlı, M., Özbükerci, İ. Günay, N. ve Vural, B.A. (2017). Kurumsal itibarın sosyal medya üzerinden aktarımı: sektör liderlerinin twitter yönetimi üzerine bir araştırma”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 5 (1), 34-57.
- Zernigah, K.I. ve Sohail, K. (2012). Consumers’ attitude towards viral marketing ın Pakistan, Management & Marketing Challenges for the Knowledge Society, 7, (4), 645-662.
An Investigation to Determine Relation Between eWOM Search Motivations and Online Corporate Reputation Perception
Öz
The
increasing use of the internet in the globalizing world has differentiated the
information search motivations. Thanks to the internet-based communication,
consumers share their impressions of branding and shopping experiences with
third parties. Consumers' motivation to search for information based on the
internet has increased the importance of electronic word-of-mouth communication
(eWOM). However, eWOM is not only an important source of information in
determining consumption behavior of online users, but also in shaping online
corporate reputation. The aim of this research is to determine the relationship
between consumers' eWOM search motivations and online corporate reputation
perceptions. Another aim of this study is to analyze whether eWOM search motivations
have a direct and meaningful effect on online corporate reputation perception.
In this context, a survey was conducted on consumers who have eWOM search
motivation. The questionnaire was carried out purposive sampling method.
Relations between the variables and the hypotheses revealed have been tested.
In addition, descriptive statistics were used in the analysis of the research.
Correlation analysis and multiple linear regression analysis were performed to
measure the relationship between eWOM search motivations and online corporate
reputation perception. As a result of the research, it was determined that
there is a positive and meaningful relationship between eWOM search motivation
and online corporate reputation perception. Moreover, as a result of the
multiple linear regression analysis performed, it is concluded that the eWOM
search motivation factor has a meaningful and weak effect on the online
corporate reputation perception.
Anahtar Kelimeler
eWOM Search Motivations Online Corporate Reputation Perception Social Media Internet Marketing Communications
Kaynakça
- Bajpai, V. & Pandey, S. (2012). Viral marketing through social networking sites with special reference of facebook, International Journal of Marketing, Financial Services & Management Research, 1 (7), 194-207.
- Beal, A & Strauss, J. (2008). Radically transparent: monitoring and managing reputations online. Indianapolis: Wiley Publishing, Inc.
- Bergh, J.V. & Behrer, M. (2013). How cool brands stay hot. branding to generation Y. (2.Baskı) United Kingdom, USA, India, Kogan Page Limited.
- Bilbil, E.K. & Güler, Ş. (2017). Dijital ortamda kurumsal itibar yönetimi ve viral uygulamalar ilişkisi. Global Media Journal TR Edition, 7 (14), 379-402.
- Cheung, C.M.K. & Thadani, D.R. (2010). The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis. 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society. June 20 - 23, Bled, Slovenia
- Dasari, S. & Anandakrishnan, B. (2010). Viral Marketing Of Retail Products: A Study On The Influence Of Attributes Of Web Portals And Incentives Offered On User Registrations. IUP Journal of Marketing Management, 9 (1), 99-111.
- Dijkmans, C., Kerkhof, P. Tetik, A.B. and Beukeboom, C.J. (2015). Online conversation and corporate reputation: a two-wave longitudinal study on the effects of exposure to the social media activities of a highly ınteractive company. Journal of Computer-Mediated Communication, 20, 632–648.
- Er, G. (2008). Sanal Ortamda İtibar Yönetimi. Cinius Yayınları, İstanbul.
- Granitz, N.A. & Ward, J.C. (1996), Virtual community: a sociocognitive analysis. Advances in Consumer Research, 23, (2), 161-166.
- Hennig-Thurau, T. & Walsh, G. (2003). Electronic word-of-mouth: motives for and consequences of reading customer articulations on the ınternet”. International Journal of Electronic Commerce, 8 (2), 51-74.
- Hennig-Thurau, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004), Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the ınternet? Journal of Interactive Marketing, 18, (1), 38-52.
- Jalilvand, M.R., Esfahani, S.S. and Samiei, N. (2010). Electronic word-of-mouth: challenges and opportunities. Procedia Computer Science, 3, 42–46.
- Jeong, E. & Jang, S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (ewom) motivations. International Journal of Hospitality Management, 30, 356–366.
- Jones B., Temperley J. and Lima A. (2009). Corporate reputation in the era of web 2.0: the case of primark, Journal of Marketing Management, 25 (9-10), 927-939.
- Kim, S.H., Yang, K.H. and Kim, J.K. (2009). Finding critical success factors for virtual community marketing. Service Business, 3 (2), 149-171.
- Kirtiş, K.A. & Karahan, F. (2011). To be or not to be in social media arena as the most cost-efficient marketing strategy after the global recession. Procedia Social and Behavioral Sciences, 24, 260-268.
- Lawler, E.E., III. (1984). The strategic design of reward systems. In C. Fombrun, N. Tichy, & M. Devanna (Ed.), Strategic Human Resource Management, 127–147. New York: Wiley.
- Lindenblatt, A. (2014). How do companies protect their brand reputation online in response to negative electronic wordof-mouth? a study of german companies. (Erişim Tarihi:26.04.2018) http://essay.utwente.nl /65255/1/Lindenblatt_BA_faculty.pdf.pdf
- McWilliam, G. (2000). Building stronger brands through online communities. Sloan Management Review, 41, 43–54.
- Meier, A. & Portmann, E. (2013). Fuzzy management methods: the fora framework a fuzzy grassroots ontology for online reputation management, Springer-Verlag Berlin Heidelberg.
- Park, C. Wang, Y. Yao, Y. and Kang, R.Y. (2011), Factors influencing ewom effects: using experience, credibility, and susceptibility, International Journal of Social Science and Humanity, 1, 72-76.
- Stanton, N. (2015). Viral marketing professor. The Best Marketing Is Education. First Printing, Stanton E Commerce Co. 16W500 Honeysuckle Rose Ln. Willowbrook, IL. 60527.
- Sundaram, D.S., Mitra, K. and Webster, C. (1998). Word-of-mouth communications: A motivational analysis. Advances in Consumer Research, 25, 527–531.
- Tokatlı, M., Özbükerci, İ. Günay, N. ve Vural, B.A. (2017). Kurumsal itibarın sosyal medya üzerinden aktarımı: sektör liderlerinin twitter yönetimi üzerine bir araştırma”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 5 (1), 34-57.
- Zernigah, K.I. ve Sohail, K. (2012). Consumers’ attitude towards viral marketing ın Pakistan, Management & Marketing Challenges for the Knowledge Society, 7, (4), 645-662.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | İletişim ve Medya Çalışmaları |
| Bölüm | İletişim |
| Yazarlar | |
| Yayımlanma Tarihi | 22 Ocak 2019 |
| Gönderilme Tarihi | 28 Mayıs 2018 |
| Kabul Tarihi | 8 Ocak 2019 |
| Yayımlandığı Sayı | Yıl 2019 Cilt: 18 Sayı: 1 |
