Investigation of the Relationship Between Social Media and Electronic Word of Mouth Marketing: The Case of Twitter

Eda Dişli Bayraktar

Makale detayları

Investigation of the Relationship Between Social Media and Electronic Word of Mouth Marketing: The Case of Twitter

Yazarlar:

Eda Dişli Bayraktar

Yayıncı:

Selcuk University

Ana Başlıklar:

Dijital Pazarlama | Bölgesel Çalışmalar

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 51, pp.307-321

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297514

pISSN:

2667-4750

Anahtar kelimeler:

Özet:

 Businesses today strive to create the best possible experience for customer value. This situation has taken different forms over the years and technological developments have made it easier for customers to interact directly with brands. As a result, the news spoken on social media is rapidly heard and transmitted among individuals. In particular, Twitter is one of the most effective social media tools in terms of the speed of spread of spoken news. In the research, it is aimed to examine the effect of the news about brands on Twitter on the brand preferences of consumers and the effect on word of mouth communication. In this direction, Twitter usage scale was examined in three dimensions as informative, benefiting and influencing. The universe of the research consists of students studying at Gümüşhane University and using Twitter. In this context, the questionnaire form prepared for students using Twitter was delivered both face-to-face and online. A total of 307 participants were included in the survey. All analyzes were performed using SPSS 25.0 Windows package program and AMOS Graphics 24.0 programs at 95  confidence interval and 0.05 significance level. As a result of the research, it was concluded that the effects of Twitters influencing and benefiting features on eWOM were statistically significant and positive. However, no significant relationship was found between the informative feature of Twitter and education, gender, daily Twitter usage time and the reason for using Twitter.

 Businesses today strive to create the best possible experience for customer value. This situation has taken different forms over the years and technological developments have made it easier for customers to interact directly with brands. As a result, the news spoken on social media is rapidly heard and transmitted among individuals. In particular, Twitter is one of the most effective social media tools in terms of the speed of spread of spoken news. In the research, it is aimed to examine the effect of the news about brands on Twitter on the brand preferences of consumers and the effect on word of mouth communication. In this direction, Twitter usage scale was examined in three dimensions as informative, benefiting and influencing. The universe of the research consists of students studying at Gümüşhane University and using Twitter. In this context, the questionnaire form prepared for students using Twitter was delivered both face-to-face and online. A total of 307 participants were included in the survey. All analyzes were performed using SPSS 25.0 Windows package program and AMOS Graphics 24.0 programs at 95  confidence interval and 0.05 significance level. As a result of the research, it was concluded that the effects of Twitters influencing and benefiting features on eWOM were statistically significant and positive. However, no significant relationship was found between the informative feature of Twitter and education, gender, daily Twitter usage time and the reason for using Twitter.

 Businesses today strive to create the best possible experience for customer value. This situation has taken different forms over the years and technological developments have made it easier for customers to interact directly with brands. As a result, the news spoken on social media is rapidly heard and transmitted among individuals. In particular, Twitter is one of the most effective social media tools in terms of the speed of spread of spoken news. In the research, it is aimed to examine the effect of the news about brands on Twitter on the brand preferences of consumers and the effect on word of mouth communication. In this direction, Twitter usage scale was examined in three dimensions as informative, benefiting and influencing. The universe of the research consists of students studying at Gümüşhane University and using Twitter. In this context, the questionnaire form prepared for students using Twitter was delivered both face-to-face and online. A total of 307 participants were included in the survey. All analyzes were performed using SPSS 25.0 Windows package program and AMOS Graphics 24.0 programs at 95  confidence interval and 0.05 significance level. As a result of the research, it was concluded that the effects of Twitters influencing and benefiting features on eWOM were statistically significant and positive. However, no significant relationship was found between the informative feature of Twitter and education, gender, daily Twitter usage time and the reason for using Twitter.

 Günümüzde işletmeler, müşteri değeri yaratmak ve mümkün olan en iyi deneyimi sağlamak için büyük çaba sarf etmektedirler. Bu durum, zaman içinde çeşitli biçimler almış ve teknolojik gelişmeler, müşterilerin markalarla doğrudan etkileşim kurmalarını kolaylaştırmıştır. Bu bağlamda, sosyal medya platformları, müşterilerin markalarla ve diğer tüketicilerle etkileşime geçebildiği önemli bir araç haline gelmiştir. Özellikle Twitter gibi kısa metin paylaşımı yapılan platformlar, haber ve mesajların hızlı bir şekilde yayılmasına ve geniş kitlelere ulaşmasına olanak tanımaktadır. Bu nedenle, sosyal medya üzerindeki konuşmalar, bireyler arasında hızla duyulmakta ve aktarılmaktadır. Araştırmada genel olarak Twitterda markalarla ilgili konuşulan haberlerin tüketicilerin marka tercihlerine etkisi ile ağızdan ağza pazarlama arasındaki ilişkinin incelenmesi amaçlanmıştır. Bu doğrultuda Twitter kullanım ölçeği bilgilendirici, yararlanma ve etkileme olmak üzere üç boyutta ele alınmıştır. Araştırmanın evrenini Gümüşhane Üniversitesinde öğrenim gören ve Twitter kullanan öğrenciler oluşturmaktadır. Bu kapsamda Twitter kullanan öğrencilere yönelik hazırlanan anket formu hem yüz yüze hem de online olarak katılımcılara ulaştırılmıştır. Ankete toplamda 307 katılım sağlanmıştır. Tüm analizler  95 güven aralığı ve 0.05 anlamlılık düzeyinde, SPSS 25.0 Windows paket programı ve AMOS Graphics 24.0 programlarında yapılmıştır. Araştırma sonucunda Twitterın etkileme ve yararlanma özelliklerinin eWOM üzerindeki etkilerinin istatistiksel olarak anlamlı ve pozitif yönde olduğu sonucuna ulaşılmıştır. Ancak Twitterın bilgilendirici boyutu ile eğitim, cinsiyet, günlük Twitter kullanım süresi ve Twitter kullanma nedeni arasında anlamlı bir ilişki tespit edilememiştir.

Makale detayları

Investigation of the Relationship Between Social Media and Electronic Word of Mouth Marketing: The Case of Twitter

Yazarlar:

Eda Dişli Bayraktar

Yayıncı:

Selcuk University

Ana Başlıklar:

Dijital Pazarlama | Bölgesel Çalışmalar

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 51, pp.307-321

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297514

pISSN:

2667-4750

Social Media

EWOM

Twitter.Sosyal Medya

Elektronik Ağızdan Ağza Pazarlama

Twitter.

Sayı

Makale detayları

Investigation of the Relationship Between Social Media and Electronic Word of Mouth Marketing: The Case of Twitter

Yazarlar: Eda Dişli Bayraktar

Yayıncı: Selcuk University

Ana Başlıklar: Dijital Pazarlama | Bölgesel Çalışmalar

Dergi: Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 51, pp.307-321

Belge Tipi: Makale

Yayın Tarihi: 8/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001297514

pISSN: 2667-4750

Social Media

EWOM

Twitter.Sosyal Medya

Elektronik Ağızdan Ağza Pazarlama

Twitter.

Sayı

Yazarlar:

Eda Dişli Bayraktar

Yayıncı:

Selcuk University

Ana Başlıklar:

Dijital Pazarlama | Bölgesel Çalışmalar

Dergi:

Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi Issue 51, pp.307-321

Belge Tipi:

Makale

Yayın Tarihi:

8/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001297514

pISSN:

2667-4750