EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT

Bulut DÜLEK; İbrahim AYDIN

doi:10.29029/busbed.734350

Bingöl University Journal of Social Sciences Institute

Research Article

EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT

Year 2020, Issue: 20, 271 - 288, 23.10.2020

Bulut DÜLEK İbrahim AYDIN

https://doi.org/10.29029/busbed.734350

Cited By: 8

Abstract

Social media can be used at any time of the day and the easy accessibility
of social media thanks to mobile devices offers marketers great opportunities to
reach consumers using social media. The impact of social media on brand loyalty,
E-WOM and intention to purchase is undoubtedly important. This study aims to
investigate the effect of social media marketing on brand loyalty, electronic word
of mouth communication and purchase intention, as well as the effect of brand
loyalty and E-WOM on purchase intention. The sample of the study consists of
375 students from Yüzüncü Yıl University, following product or service brands on
social media. Structural equation modeling was used to analyze the obtained
data. In the study, it was concluded that social media marketing had a positive
effect on brand loyalty and E-WOM, there was no positive effect on purchase
intention and brand loyalty had a positive effect on purchase intention but EWOM
had no positive effect. According to the findings, though it does not affect
the intention of buying directly, social media marketing will increase the purchase
intention indirectly because it has a positive effect on brand loyalty. According to
the findings, social media marketing is very important for businesses.

Keywords

social media marketing, e-wom, brand loyalty, Purchase Intention

References

AAKER, David A. (2011), Brand Relevance, John Wiley & Sons, Inc.
AAKER, David A. (1991), Managing Brand Equity, New York: The Free Press.
AAKER, David A. (1996), Building Strong Brands, New York: Free Press.
ABZARI, M., Ghassemi, R.A. and Vosta, L.N. (2014), “Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company”, Procedia-Social and Behavioral Sciences, 143: pp. 822-826.
ALMANA, Amal M. and Abdulrahman A. Mirza (2013), “The Impact of Electronic Word of Mouth on Consumers’ Purchasing Decisions”, International Journal of Computer Applications, 82(9):pp. 23-31.
ALRWASHDEH, Muneer, Okechukwu Lawrence Emeagwali and Hasan Yousef Aljuhmani (2019), “The Effect of Electronic Word of Mouth Communication on Purchase Intention and Brand Image: An Applicant Smartphone Brands in North Cyprus”, Management Science Letters (9) pp.505–518.
AMINE, Abdelmajid (1998), “Consumers’ True Brand Loyalty: The Central Role of Commitment”, Journal of Strategic Marketing, 6: pp. 305–319.
ANDERSON Kelley C., Dee K. Knight, Sanjukta Pookulangara, Bharath Josiam (2014), “Influence of Hedonic and Utilitarian Motivations On Retailer Loyalty And Purchase İntention: A Facebook Perspective”, Journal of Retailing and Consumer Services 21(5): pp. 773–779.
BALAKRISHNAN, B. KPD, Dahnil, M. I., and Yi, W. J. (2014), “The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y”, Procedia - Social and Behavioral Sciences, 148: pp. 177-185.
BALDINGER A.L. and J. R. Rubinson (1996), “Brand Loyalty: The Link Between Attitude And Behavior”, Journal of Advertising Research, 36(6): pp. 22-34.
BAYDAŞ, A., Bayat, M. and Yaşar, M. E. (2019), “An Empirical Research on the Determination of Consumer Perceptions Related to Mobile Marketing Applications”, International Journal of Contemporary Economics and Administrative Sciences, 9(2), pp. 370-404.
BRUHN Manfred, Verena Schoenmueller and Daniela B. Schafer (2012), Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation?”, Management Research Review, 35(9): 770-790.
CEYHAN, A. (2019), “The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention”, Emerging Markets Journal, 9(1): pp. 87-100.
COLLİANDER, Jonas and Micael Dahlen (2011), “Following the Fashionable Friend: The Power of Social Media - Weighing the Publicity Effectiveness Of Blogs versus Online Magazines”, Journal of Advertising Research 51(1): pp. 313-320.
CONSTANTINIDES, Efthymios and Stefan J. Fountain (2008), “Web 2.0: Conceptual Foundations and Marketing Issues”, Journal of Direct Data and Digital Marketing Practice 9(3):pp. 231-244.
DEHGHANI, Milad and Mustafa Tumer (2015), “A Research on Effectiveness of Facebook Advertising on Enhancing Purchase Intention of Consumers”, Computers in Human Behavior, 49: pp. 597-600.
ERDOGMUS, I.E., and Cicek, M. (2012), “The İmpact Of Social Media Marketing On Brand Loyalty”, Procedia-Social and Behavioral Sciences, 58, pp. 1353-1360.
EVANS, Dave and Jake Mc Kee (2010), Social Media Marketing The Next Generation of Business Engagement, Wiley Publishing, Ink. FUNK, Tom (2013), Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program, apress. GLUCKSMAN, Morgan (2017), “Rise of Social Media Influencer Marketing on Lifestyle Branding”, Elon Journal of Undergraduate Research in Communications, 8(2): pp. 77-87.
GODEY Bruno , Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka, Gaetano Aiello, Raffaele Donvito, Rahul Singh (2016), “Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior”, Journal of Business Research 69(12): pp. 5833–5841.
GOMMANS Marcel, Krish S. Krishnan, & Katrin B. Scheffold (2001), “From Brand Loyalty to E-Loyalty: A Conceptual Framework”, Journal of Economic and Social Research 3(1): pp. 43-58.
GREWAL, Dhruv and Michael Levy (2014), Marketing, The McGraw-Hill Companies, Inc.
HAJLI, N. M. (2014), “A Study of The Impact of Social Media On Consumers”, International Journal of Market Research, 56 (3): pp. 387-404.
HEDİNG, Tilde, Charlotte F. Knudtzen and Mogens Bjerre (2009), Brand Management Research, Theory and Practice, Routledge.
HENNING-THURAU, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004), “Electronic Word-of-Mouth Via Customer Opinion Platform: What Motivates Consumers to Articulate Themselves on the Internet”, Journal of Interactive Marketing, (18)1: pp. 38-52.
HEW, Jun-Jie, Voon-Hsien Lee, Keng-Boon Ooi, Binshan Lin (2016), “Mobile Social Commerce: The Booster For Brand Loyalty?”, Computers in Human Behavior, 59: pp. 142-154.
HUTTER Katja, Julia Hautz, Severin Dennhardt and Johann Füller (2013), “The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of Mını On Facebook”, Journal of Product & Brand Management 22(5/6): pp. 342 – 351.
KAMBOJ, Shampy and Zillur Rahman (2016), “The Influence of User Participation in Social Media Based Brand Communities on Brand Loyalty: Age and Gender As Moderators”, Journal of Brand Management, 23(6): pp. 679–700.
KAPFERER, Jean-Noël (2008), The New Strategic Brand Management, Kogan Page Limited.
KELLER, Kevin Lane (2013), Strategic Brand Management Building, Measuring, and Managing Brand Equity, Pearson Education Limited
KHADIM, Rizwan Ali, Mian Ahmad Hanan, Arooj Arshad, Noshina Saleem, Noman Ali Khadim (2016), “Revisiting Antecedents of Brand Loyalty: Impact of Perceived Social Media Communication With Brand Trust and Brand Equity As Mediators”, Academy of Strategic Management Journal, 17(1): pp. 1-13.
KİM Angella Jiyoung and Eunju Ko (2010), “Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention”, Journal of Global Fashion Marketing, 1(3): pp. 164-171.
KOTLER Philip and Gary Armstrong (2012), Principles of Marketing, Pearson Education, Inc.
KUDESHIA, Chetna and Amresh Kumar (2016), “Social Ewom: Does It Affect the Brand Attitude and Purchase Intention of Brands?”, Management Research Review, 40(3): pp. 310-330.
LAMB Charles W., Joseph F. Hair, JR., Carl McDaniel (2011), Marketing, South-Western, Cengage Learning.
LAROCHE, M., Habibi, M. R., and Richard, M. (2013), “To Be Or Not To Be in Social Media: How Brand Loyaltly is Affected by Social Media?”, International Journal of Information Management, 33: pp. 76-82.
LIBAI, B., Muller, E., & Peres, R. (2013), “Decomposing The Value of Word-Of-Mouth Seeding Programs: Acceleration Versus Expansion”, Journal of Marketing Research, 50(2), pp. 161–176.
LIM, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017), “The Impact of Social Media Influencers on Purchase Intention and The Mediation Effect of Customer Attitude”, Asian Journal of Business Research, 7(2), pp. 19-36.
LUO, Nuan, Mingli Zhang, Wenhua Liu (2015), “The Effects of Value Co-Creation Practices on Building Harmonious Brand Community and Achieving Brand Loyalty on Social Media in China”, Computers in Human Behavior, 48: pp. 492–499
MISHRA Anubhav and Satish S M (2016), “EWOM: Extant Research Review and Future Research Avenues”, The Journal for Decision Makers, 41(3) pp. 222–233.
MOUSAVİ Jafar , Hadi Shokouhian Rad and Nematollah Asayesh (2015), “The Effect of Social Media on Brand Loyalty”, Bulletin of The Georgian National Academy of Sciences, 9(2): pp. 16-21.
NETI, Sisira (2011), “Social Media and Its Role in Marketing”, International Journal of Enterprise Computing and Business Systems, 1(2): pp. 1-15.
NYEKWERE Endwell Onyinye, Kur Jude Terna & Nyekwere, Ogedi (2013), “Awareness and Use of Social Media in Advertising: The Case of Facebook among Residents of Port Harcourt, Nigeria”, African Research Review, 7(4): pp. 174-194.
OLIVER, R.L. (1999), “Whence consumer loyalty?”, The Journal of Marketing, pp. 33-44.
QIUTONG, Man and Jahidur Rahman (2019), “The Impact Of Cosmetics Industry Social Media Marketing On Brand Loyalty: Evıdence From Chinese College Students”, Academy of Marketing Studies Journal, 23(2), pp. 1-15.
PELSMACKER Patrick De, Maggie Geuens and Joeri Van den Berg (2013), Marketing Communications A European Perspective, Pearson Education Limited.
RIALTI, Riccardo, Lamberto Zollo, Massimiliano M. Pellegrini, and Cristiano Ciappei (2017), “Exploring the Antecedents of Brand Loyalty and ElectronicWord of Mouth in Social-Media-Based Brand Communities: Do Gender DifferencesMatter?”, Journal of Global Marketing, 30(3): pp. 147-160.
SEE-TO, E. W. K. and Ho, K. K. W. (2014), “Value Cocreation and Purchase Intention in Social Network Sites: The Role of Electronic Word-of-Mouth and Trust-A Theoretical Analysis”, Computers in Human Behavior, 31: pp. 182-189.
SCHIVINSKI, B. & Dąbrowski, D. (2013), The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook, GUT FME Working Paper Series (Poland): Gdansk University of Technology, Faculty of Management and Economics. SHEN, B., & Bissell, K. (2013), “Social Media, Social Me: A Content Analysis of Beauty Companies’ Use of Facebook in Marketing And Branding”, Journal of Promotion Management, 19(5), pp. 629-651.
TATAR, Şahika Burçin and İrem Eren-Erdoğmuş (2016), “The Effect of Social Media Marketing on Brand Trust and Brand Loyalty For Hotels”, Inf Technol Tourism 16: pp. 249–263.
TODI, Mrinal (2008), “Advertising on Social Networking Websites”, Wharton Research Scholars, 52: pp. 1-34.
WANG, Kai, Eric T.G. Wang, and Cheng-Kiang Farn (2009), “Influence of Web Advertising Strategies, Consumer Goal-Directedness, and Consumer Involvement on Web Advertising Effectiveness”, International Journal of Electronic Commerce, 13(4): pp. 67–95.
WANG, X., Yu, C., & Wei, Y. (2012), “Social Media Peer Communication And Impacts on Purchase Intentions: A Consumer Socialization Framework”, Journal of Interactive Marketing, 26(4), 198–208.
YANG, Hongwei (2013), “Market Mavens in Social Media: Examining Young Chinese Consumers' Viral Marketing Attitude, eWOM Motive, and Behavior”, Journal of Asia-Pacific Business, 14(2): pp. 154-178.
YOO, B. and N.Donthu (2001), “Developing and Validating A Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research (52), pp. 1-14.

SOSYAL MEDYA PAZARLAMANIN ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM, MARKA SADAKATİ VE SATIN ALMA NİYETİNE ETKİSİ

Year 2020, Issue: 20, 271 - 288, 23.10.2020

Bulut DÜLEK İbrahim AYDIN

https://doi.org/10.29029/busbed.734350

Cited By: 8

Abstract

Sosyal medyanın günün her saatinde kullanılabilmesi ve mobil araçlar
sayesinde insanlara cepleri kadar yakın olması, pazarlamacılara sosyal medyayı
kullanarak tüketicilere ulaşmak için büyük fırsatlar sunuyor. Sosyal medyanın
elektronik ağızdan ağıza iletişim, marka sadakati ve satın alma niyeti üzerindeki
etkisi şüphesiz önemlidir. Bu çalışmanın amacı, sosyal medya pazarlamasının
marka sadakati, elektronik ağızdan iletişim ve satın alma niyeti üzerindeki
etkisinin yanı sıra marka sadakati ve elektronik ağızdan iletişimin satın alma
niyeti üzerindeki etkisini araştırmaktır. Araştırmanın örneklemini sosyal
medyada ürün veya hizmet markalarını takip eden ve satın alan Van Yüzüncü Yıl
Üniversitesindeki 375 öğrenci oluşturmaktadır. Elde edilen verilerin analizinde
yapısal eşitlik modellemesi kullanılmıştır. Çalışmada, sosyal medya
pazarlamasının marka sadakati ve elektronik ağızdan ağıza iletişim üzerinde
olumlu bir etkisi olduğu, ancak satın alma niyeti üzerinde olumlu bir etkisi
olmadığı, marka sadakatinin satın alma niyeti üzerinde olumlu bir etkisi olduğu,
ancak elektronik ağızdan ağıza iletişimin olumlu bir etkisi olmadığı sonucuna
varıldı. Bulgulara göre, sosyal medya pazarlaması dolaylı olarak satın alma
niyetini artıracaktır çünkü doğrudan satın alma niyetini etkilemese de marka
sadakati üzerinde onun olumlu bir etkisi vardır. Bulgulara göre, sosyal medya
pazarlaması işletmeler için önemli bir iletişim aracıdır.

Keywords

sosyal medya pazarlaması, elektronik ağızdan ağıza iletişim, marka sadakati, Satın Alma Niyeti

References

AAKER, David A. (2011), Brand Relevance, John Wiley & Sons, Inc.
AAKER, David A. (1991), Managing Brand Equity, New York: The Free Press.
AAKER, David A. (1996), Building Strong Brands, New York: Free Press.
ABZARI, M., Ghassemi, R.A. and Vosta, L.N. (2014), “Analysing the Effect of Social Media on Brand Attitude and Purchase Intention: The Case of Iran Khodro Company”, Procedia-Social and Behavioral Sciences, 143: pp. 822-826.
ALMANA, Amal M. and Abdulrahman A. Mirza (2013), “The Impact of Electronic Word of Mouth on Consumers’ Purchasing Decisions”, International Journal of Computer Applications, 82(9):pp. 23-31.
ALRWASHDEH, Muneer, Okechukwu Lawrence Emeagwali and Hasan Yousef Aljuhmani (2019), “The Effect of Electronic Word of Mouth Communication on Purchase Intention and Brand Image: An Applicant Smartphone Brands in North Cyprus”, Management Science Letters (9) pp.505–518.
AMINE, Abdelmajid (1998), “Consumers’ True Brand Loyalty: The Central Role of Commitment”, Journal of Strategic Marketing, 6: pp. 305–319.
ANDERSON Kelley C., Dee K. Knight, Sanjukta Pookulangara, Bharath Josiam (2014), “Influence of Hedonic and Utilitarian Motivations On Retailer Loyalty And Purchase İntention: A Facebook Perspective”, Journal of Retailing and Consumer Services 21(5): pp. 773–779.
BALAKRISHNAN, B. KPD, Dahnil, M. I., and Yi, W. J. (2014), “The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y”, Procedia - Social and Behavioral Sciences, 148: pp. 177-185.
BALDINGER A.L. and J. R. Rubinson (1996), “Brand Loyalty: The Link Between Attitude And Behavior”, Journal of Advertising Research, 36(6): pp. 22-34.
BAYDAŞ, A., Bayat, M. and Yaşar, M. E. (2019), “An Empirical Research on the Determination of Consumer Perceptions Related to Mobile Marketing Applications”, International Journal of Contemporary Economics and Administrative Sciences, 9(2), pp. 370-404.
BRUHN Manfred, Verena Schoenmueller and Daniela B. Schafer (2012), Are Social Media Replacing Traditional Media in Terms of Brand Equity Creation?”, Management Research Review, 35(9): 770-790.
CEYHAN, A. (2019), “The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention”, Emerging Markets Journal, 9(1): pp. 87-100.
COLLİANDER, Jonas and Micael Dahlen (2011), “Following the Fashionable Friend: The Power of Social Media - Weighing the Publicity Effectiveness Of Blogs versus Online Magazines”, Journal of Advertising Research 51(1): pp. 313-320.
CONSTANTINIDES, Efthymios and Stefan J. Fountain (2008), “Web 2.0: Conceptual Foundations and Marketing Issues”, Journal of Direct Data and Digital Marketing Practice 9(3):pp. 231-244.
DEHGHANI, Milad and Mustafa Tumer (2015), “A Research on Effectiveness of Facebook Advertising on Enhancing Purchase Intention of Consumers”, Computers in Human Behavior, 49: pp. 597-600.
ERDOGMUS, I.E., and Cicek, M. (2012), “The İmpact Of Social Media Marketing On Brand Loyalty”, Procedia-Social and Behavioral Sciences, 58, pp. 1353-1360.
EVANS, Dave and Jake Mc Kee (2010), Social Media Marketing The Next Generation of Business Engagement, Wiley Publishing, Ink. FUNK, Tom (2013), Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program, apress. GLUCKSMAN, Morgan (2017), “Rise of Social Media Influencer Marketing on Lifestyle Branding”, Elon Journal of Undergraduate Research in Communications, 8(2): pp. 77-87.
GODEY Bruno , Aikaterini Manthiou, Daniele Pederzoli, Joonas Rokka, Gaetano Aiello, Raffaele Donvito, Rahul Singh (2016), “Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior”, Journal of Business Research 69(12): pp. 5833–5841.
GOMMANS Marcel, Krish S. Krishnan, & Katrin B. Scheffold (2001), “From Brand Loyalty to E-Loyalty: A Conceptual Framework”, Journal of Economic and Social Research 3(1): pp. 43-58.
GREWAL, Dhruv and Michael Levy (2014), Marketing, The McGraw-Hill Companies, Inc.
HAJLI, N. M. (2014), “A Study of The Impact of Social Media On Consumers”, International Journal of Market Research, 56 (3): pp. 387-404.
HEDİNG, Tilde, Charlotte F. Knudtzen and Mogens Bjerre (2009), Brand Management Research, Theory and Practice, Routledge.
HENNING-THURAU, T., Gwinner, K.P., Walsh, G. and Gremler, D.D. (2004), “Electronic Word-of-Mouth Via Customer Opinion Platform: What Motivates Consumers to Articulate Themselves on the Internet”, Journal of Interactive Marketing, (18)1: pp. 38-52.
HEW, Jun-Jie, Voon-Hsien Lee, Keng-Boon Ooi, Binshan Lin (2016), “Mobile Social Commerce: The Booster For Brand Loyalty?”, Computers in Human Behavior, 59: pp. 142-154.
HUTTER Katja, Julia Hautz, Severin Dennhardt and Johann Füller (2013), “The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of Mını On Facebook”, Journal of Product & Brand Management 22(5/6): pp. 342 – 351.
KAMBOJ, Shampy and Zillur Rahman (2016), “The Influence of User Participation in Social Media Based Brand Communities on Brand Loyalty: Age and Gender As Moderators”, Journal of Brand Management, 23(6): pp. 679–700.
KAPFERER, Jean-Noël (2008), The New Strategic Brand Management, Kogan Page Limited.
KELLER, Kevin Lane (2013), Strategic Brand Management Building, Measuring, and Managing Brand Equity, Pearson Education Limited
KHADIM, Rizwan Ali, Mian Ahmad Hanan, Arooj Arshad, Noshina Saleem, Noman Ali Khadim (2016), “Revisiting Antecedents of Brand Loyalty: Impact of Perceived Social Media Communication With Brand Trust and Brand Equity As Mediators”, Academy of Strategic Management Journal, 17(1): pp. 1-13.
KİM Angella Jiyoung and Eunju Ko (2010), “Impacts of Luxury Fashion Brand’s Social Media Marketing on Customer Relationship and Purchase Intention”, Journal of Global Fashion Marketing, 1(3): pp. 164-171.
KOTLER Philip and Gary Armstrong (2012), Principles of Marketing, Pearson Education, Inc.
KUDESHIA, Chetna and Amresh Kumar (2016), “Social Ewom: Does It Affect the Brand Attitude and Purchase Intention of Brands?”, Management Research Review, 40(3): pp. 310-330.
LAMB Charles W., Joseph F. Hair, JR., Carl McDaniel (2011), Marketing, South-Western, Cengage Learning.
LAROCHE, M., Habibi, M. R., and Richard, M. (2013), “To Be Or Not To Be in Social Media: How Brand Loyaltly is Affected by Social Media?”, International Journal of Information Management, 33: pp. 76-82.
LIBAI, B., Muller, E., & Peres, R. (2013), “Decomposing The Value of Word-Of-Mouth Seeding Programs: Acceleration Versus Expansion”, Journal of Marketing Research, 50(2), pp. 161–176.
LIM, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017), “The Impact of Social Media Influencers on Purchase Intention and The Mediation Effect of Customer Attitude”, Asian Journal of Business Research, 7(2), pp. 19-36.
LUO, Nuan, Mingli Zhang, Wenhua Liu (2015), “The Effects of Value Co-Creation Practices on Building Harmonious Brand Community and Achieving Brand Loyalty on Social Media in China”, Computers in Human Behavior, 48: pp. 492–499
MISHRA Anubhav and Satish S M (2016), “EWOM: Extant Research Review and Future Research Avenues”, The Journal for Decision Makers, 41(3) pp. 222–233.
MOUSAVİ Jafar , Hadi Shokouhian Rad and Nematollah Asayesh (2015), “The Effect of Social Media on Brand Loyalty”, Bulletin of The Georgian National Academy of Sciences, 9(2): pp. 16-21.
NETI, Sisira (2011), “Social Media and Its Role in Marketing”, International Journal of Enterprise Computing and Business Systems, 1(2): pp. 1-15.
NYEKWERE Endwell Onyinye, Kur Jude Terna & Nyekwere, Ogedi (2013), “Awareness and Use of Social Media in Advertising: The Case of Facebook among Residents of Port Harcourt, Nigeria”, African Research Review, 7(4): pp. 174-194.
OLIVER, R.L. (1999), “Whence consumer loyalty?”, The Journal of Marketing, pp. 33-44.
QIUTONG, Man and Jahidur Rahman (2019), “The Impact Of Cosmetics Industry Social Media Marketing On Brand Loyalty: Evıdence From Chinese College Students”, Academy of Marketing Studies Journal, 23(2), pp. 1-15.
PELSMACKER Patrick De, Maggie Geuens and Joeri Van den Berg (2013), Marketing Communications A European Perspective, Pearson Education Limited.
RIALTI, Riccardo, Lamberto Zollo, Massimiliano M. Pellegrini, and Cristiano Ciappei (2017), “Exploring the Antecedents of Brand Loyalty and ElectronicWord of Mouth in Social-Media-Based Brand Communities: Do Gender DifferencesMatter?”, Journal of Global Marketing, 30(3): pp. 147-160.
SEE-TO, E. W. K. and Ho, K. K. W. (2014), “Value Cocreation and Purchase Intention in Social Network Sites: The Role of Electronic Word-of-Mouth and Trust-A Theoretical Analysis”, Computers in Human Behavior, 31: pp. 182-189.
SCHIVINSKI, B. & Dąbrowski, D. (2013), The Impact of Brand Communication on Brand Equity Dimensions and Brand Purchase Intention Through Facebook, GUT FME Working Paper Series (Poland): Gdansk University of Technology, Faculty of Management and Economics. SHEN, B., & Bissell, K. (2013), “Social Media, Social Me: A Content Analysis of Beauty Companies’ Use of Facebook in Marketing And Branding”, Journal of Promotion Management, 19(5), pp. 629-651.
TATAR, Şahika Burçin and İrem Eren-Erdoğmuş (2016), “The Effect of Social Media Marketing on Brand Trust and Brand Loyalty For Hotels”, Inf Technol Tourism 16: pp. 249–263.
TODI, Mrinal (2008), “Advertising on Social Networking Websites”, Wharton Research Scholars, 52: pp. 1-34.
WANG, Kai, Eric T.G. Wang, and Cheng-Kiang Farn (2009), “Influence of Web Advertising Strategies, Consumer Goal-Directedness, and Consumer Involvement on Web Advertising Effectiveness”, International Journal of Electronic Commerce, 13(4): pp. 67–95.
WANG, X., Yu, C., & Wei, Y. (2012), “Social Media Peer Communication And Impacts on Purchase Intentions: A Consumer Socialization Framework”, Journal of Interactive Marketing, 26(4), 198–208.
YANG, Hongwei (2013), “Market Mavens in Social Media: Examining Young Chinese Consumers' Viral Marketing Attitude, eWOM Motive, and Behavior”, Journal of Asia-Pacific Business, 14(2): pp. 154-178.
YOO, B. and N.Donthu (2001), “Developing and Validating A Multidimensional Consumer-Based Brand Equity Scale”, Journal of Business Research (52), pp. 1-14.

Details

Primary Language	English
Subjects	Business Administration
Journal Section	Articles
Authors	Bulut DÜLEK VAN YÜZÜNCÜ YIL ÜNİVERSİTESİ 0000-0002-3474-7220 Türkiye İbrahim AYDIN VAN YÜZÜNCÜ YIL ÜNİVERSİTESİ 0000-0002-0720-364X Türkiye
Publication Date	October 23, 2020
Published in Issue	Year 2020Issue: 20

Cite

APA	Dülek, B. & Aydın, İ. (2020). EFFECT OF SOCIAL MEDIA MARKETING ON E-WOM, BRAND LOYALTY, AND PURCHASE INTENT . Bingöl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi , (20) , 271-288 . DOI: 10.29029/busbed.734350