The Effects Of E- Wom's Instagram Product Preferences As A Marketing Communication

Social media websites have created valuable opportunities for electronic word of mouth (eWOM) conversations. People are now able to discuss products and services of brands with their friends and acquaintances. The aim of this study is to investigate the effect of eWom’s instagram product preferences as a marketing communication. Survey form was used as data collection tool in the research. The 5% sample rate, 384 people constitute a reliable number for the infinite universe. The sample of the research consists of 400 people selected by easy sample. Data analysis in the study was done in SPSS 16 package program. In the analysis of the data, Mann - Whitney U Test and Kruskal Wallis H Test, which are nonparametric tests, were applied as the result of Kolmogorov-Smirnov test and descriptive statistics such as frequency and percentage. It was confirmed that there was a relationship between e wom and Instagram product preference. Accordingly the e wom perception of individuals, who are having instagram product preference, is higher than the individuals who are lack of intstagam product preference. Instagram product preferences of individuals are influenced positively by E-wom applications. E-wom applications raise consumer perceptions of Instagram.


Social Media, E-Wom, Marketing and E-Wom

Author : Gülsüm VEZİR OĞUZ
Number of pages: 376-383
Full text:
Journal of Academic Value Studies (JAVStudies)
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