%0 Journal Article
%T Social Media Marketing and e-WOM: A Descriptive Approach to Mediterranean Young's Online Brand-Related Activities, Attitudes and Engagement
%A Erhan ERSOY
%A Mustafa G¨¹LMEZ
%A £¿lker £¿AH£¿N
%J -
%D 2019
%X It is a well-known fact that the social media enables consumers to contact with each other, share information about what they are interested in and review products and services of the brands or companies. Today, modern consumers go a step further by doing online brand-related activities (COBRAs). The research aims to reveal (a) young consumers¡¯ attitudes towards brand-related social media contents (b) their engagement with such type of online contents, (c) to exemplify most popular COBRAs and (d) to reveal significant variables in positive electronic word-of-mouth prediction. The results point out that the most of the consumers have positive behavioral or emotional attitudes and agree that what they read in brand-related social media contents prior to purchasing a product/service has an influence on their decision. The findings put forward that financial benefit-focused following in social media, satisfaction with brand-related e-contents, social media-based trust and brand attachment are influential variables in e-WOM creation. Findings point out that brand promotions shared by a friend, discount coupons and recommendations leading consumers to buy a certain service or product of a certain brand, of popular social media users who have plenty of followers or friends do not lead to stronger e-WOM behaviors. Consuming, contributing and creating are found out to be the most popular brand-related activities
%K £¿nteraktif pazarlama
%K £¿nternet pazarlamas£¿
%K Dijital pazarlama
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%U http://dergipark.org.tr/iuyd/issue/46799/518958