Determinant Factors Influencing eWOM

Abstract

Many studies demonstrated that Internet penetration and time spent online increased considerably in Turkey. However, there are not enough studies focusing on users attitudes towards e-Word of Mouth. E-Word Of Mouth is seen as more credible than other marketing communications since it comes directly from other consumers. eWOM shows high accessibility compared to traditional WOM, therefore its tools such as online recommendations, reviews or product ratings, are used more often and it makes eWOM more powerful. Thus, it is important to understand online users' behaviors, particularly for those who participates in social networks and engage in eWOM in this environment. Clearly findings in this area will help and facilitate marketer's media selection to reach out its potential customers and align their marketing efforts in most efficient way. This study examines user's attitudes towards eWOM and looks at factors influencing eWOM. An online survey conducted among Internet users provides further evidence for increasing popularity of eWOM and demonstrates the power of eWOM in Turkey.

The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis

“…Source credibility refers to consumers' overall perception regarding the credibility of an eWOM source rather than the content of the message. Source credibility is considered to be a basic factor, which helps individuals to judge eWOM communications (Akyuz 2013). The evaluation of a source is often made in terms of expertise, trustworthiness, credentials and attractiveness.…”

“…The evaluation of a source is often made in terms of expertise, trustworthiness, credentials and attractiveness. Several studies have explored the relationship between source credibility and purchase intention (Akyuz 2013;Nekmat and Gower 2012;Yang et al 2015;Zhang et al 2014b). For example, by conducting surveys with 378 respondents from China, Yang et al (2015) found that information coming from a source perceived as credible positively affects intention to buy.…”

Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective

“…Avoiding shopping from the Internet mostly depends on the risk problem (Hong & Yi, ) and due to having online shopping in a virtual space that contains more risks instead of face‐to‐face interactions, consumers begin a quest to search for more WOM messages (Kim & Song, ; Lee & Koo, ). This situation is the basis of eWOM being more accessible and powerful than the WOM (Akyüz, ). Unlike WOM, eWOM possesses an unprecedented speed of diffusion and enables multidirectional exchanges of information between communicators and receivers (Cheung & Thadani, ).…”

Becoming Miracle of Breast Milk is Continuing

“…Sadece anne sütü ile beslenmenin önemsendiği ülkelerde, çocuk hastalık ve ölümlerinin azaldığı ve bunun tek başına etkili bir faktör olduğu belirtil-mektedir. [8][9][10] Emzirme, bebeğin gereksinimlerini anlamada ve psikososyal-biyolojik gelişimini sağlamada en doğal ve etkili yol olmuştur. Doğumun ilk dakikalarında ten tene temas ile başlayan emzirme, bebeğin kendini güvende ve tanıdık bir ortamda hissetmesine neden olacak ve ilerleyen yaşamında öz güveni yüksek bir birey olmasını sağlayacaktır.…”