The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income
eWOM, a potent communication tool in today's digital age, is extensively utilized by consumers to evaluate products and services, share their experiences, and offer recommendations. Consumers now openly express their opinions about products and services through eWOM on online platforms such as...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Dokuz Eylül University
2024-09-01
|
| Series: | İzmir İktisat Dergisi |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/en/download/article-file/3641574 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850079576351309824 |
|---|---|
| author | Mehmet Gökerik |
| author_facet | Mehmet Gökerik |
| author_sort | Mehmet Gökerik |
| collection | DOAJ |
| description | eWOM, a potent communication tool in today's digital age, is extensively utilized by consumers to evaluate products and services, share their experiences, and offer recommendations. Consumers now openly express their opinions about products and services through eWOM on online platforms such as social media, forums, and review websites. Therefore, understanding the impact of eWOM on consumer behaviour holds critical significance in shaping marketing strategies. This article examines how eWOM is specifically associated with conspicuous consumption and symbolic consumption and how these relationships are moderated by income levels.This study investigated the relationship between electronic word-of-mouth marketing (eWOM) and conspicuous consumption and symbolic consumption while considering the moderating role of income. A survey was conducted among 455 participants in the Karabük province, and the data were analyzed using Amos 20 and SPSS Process 21 software.The results confirm that eWOM influences both types of consumption. However, the moderating effects of income differ in this context. Income does not play a moderating role in symbolic consumption, meaning that consumers' interest in symbolic products or services remains unaffected by income levels. On the other hand, high-income individuals are observed to pay more attention to eWOM and prefer conspicuous consumption more frequently. |
| format | Article |
| id | doaj-art-3fdc294181d94eaeadaf6bba067c4859 |
| institution | DOAJ |
| issn | 1308-8505 |
| language | English |
| publishDate | 2024-09-01 |
| publisher | Dokuz Eylül University |
| record_format | Article |
| series | İzmir İktisat Dergisi |
| spelling | doaj-art-3fdc294181d94eaeadaf6bba067c48592025-08-20T02:45:10ZengDokuz Eylül Universityİzmir İktisat Dergisi1308-85052024-09-0139377279310.24988/ije.141520859The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of IncomeMehmet Gökerik0https://orcid.org/0000-0002-0827-5805KARABÜK ÜNİVERSİTESİeWOM, a potent communication tool in today's digital age, is extensively utilized by consumers to evaluate products and services, share their experiences, and offer recommendations. Consumers now openly express their opinions about products and services through eWOM on online platforms such as social media, forums, and review websites. Therefore, understanding the impact of eWOM on consumer behaviour holds critical significance in shaping marketing strategies. This article examines how eWOM is specifically associated with conspicuous consumption and symbolic consumption and how these relationships are moderated by income levels.This study investigated the relationship between electronic word-of-mouth marketing (eWOM) and conspicuous consumption and symbolic consumption while considering the moderating role of income. A survey was conducted among 455 participants in the Karabük province, and the data were analyzed using Amos 20 and SPSS Process 21 software.The results confirm that eWOM influences both types of consumption. However, the moderating effects of income differ in this context. Income does not play a moderating role in symbolic consumption, meaning that consumers' interest in symbolic products or services remains unaffected by income levels. On the other hand, high-income individuals are observed to pay more attention to eWOM and prefer conspicuous consumption more frequently.https://dergipark.org.tr/en/download/article-file/3641574ewomconspicuous consumptionsymbolic consumptionconsumer behaviorewomgösterişçi tüketimsembolik tüketimtüketici davranışları |
| spellingShingle | Mehmet Gökerik The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income İzmir İktisat Dergisi ewom conspicuous consumption symbolic consumption consumer behavior ewom gösterişçi tüketim sembolik tüketim tüketici davranışları |
| title | The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income |
| title_full | The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income |
| title_fullStr | The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income |
| title_full_unstemmed | The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income |
| title_short | The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income |
| title_sort | relationship between electronic word of mouth marketing and consumption types the moderating role of income |
| topic | ewom conspicuous consumption symbolic consumption consumer behavior ewom gösterişçi tüketim sembolik tüketim tüketici davranışları |
| url | https://dergipark.org.tr/en/download/article-file/3641574 |
| work_keys_str_mv | AT mehmetgokerik therelationshipbetweenelectronicwordofmouthmarketingandconsumptiontypesthemoderatingroleofincome AT mehmetgokerik relationshipbetweenelectronicwordofmouthmarketingandconsumptiontypesthemoderatingroleofincome |