Marka farkındalığı, marka imajı, marka tatmini, marka sadakati ve ağızdan ağıza iletişimin satın alma niyeti üzerindeki etkisi: Sosyal medya üzerine ampirik bir araştırma

Bu çalışmanın amacı, sosyal medyada markaları takip eden bireyler açısından marka bilgisinin (farkındalık ve imaj) pazarlama değişkenleri (tatmin, marka sadakati, WOM ve satın alma niyeti) üzerindeki etkisini anlamaya yönelik bir model önerisi sunmaktır. Bu çalışmada 522 anket toplanmış ve çok gruplu yapısal eşitlik modellemesi kullanılmıştır. Elde edilen bulgulara göre, marka farkındalığı marka imajı üzerinde doğrudan anlamlı bir etkiye sahipken, marka imajı aracılığıyla marka sadakati ve satın alma niyeti üzerinde de anlamlı bir dolaylı etkiye sahiptir. Ayrıca, marka imajının marka sadakati ve satın alma niyeti üzerinde doğrudan anlamlı bir etkisi bulunmakla birlikte, marka sadakati aracılığıyla da WOM ve satın alma niyeti üzerinde de anlamlı etkilere sahiptir. Bundan dolayı, marka farkındalığı ve marka imajı, sosyal medyayı kullanan tüketicilerin marka sadakatleri, WOM’ları ve satın alma niyetleri açısından öne çıkan değişkenlerdir. Sosyal medya da marka sadakatinin de önemli olduğu tespit edilmiştir. Marka sadakatinin açıklanan varyans oranı düşük olmasına rağmen, WOM ve satın alma niyeti üzerindeki etkisi güçlüdür. Sosyal medyanın WOM ve satın alma niyeti üzerindeki etkisinin önemli olduğu gösterilmiştir. Ayrıca, cinsiyet sosyalleşme teorisi baz alınarak cinsiyetin tüm modele göre değişiklik gösterip göstermediği de incelenmiştir. Yönetimsel ve teorik çıkarımlar, sınırlılıklar ve geleceğe yönelik öneriler sunulmuştur.

The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media

The purpose of this study is to propose a model to understand the impact of brand information (awareness and image) on marketing variables (satisfaction, brand loyalty, WOM and purchase intention) for individuals who like or follow brands in social media. In this study, 522 questionnaires were collected, and multi-group structural equation modelling was used. According to the findings, brand awareness had a significant direct effect on brand image and a significant indirect effect on brand loyalty and purchase intention through brand image. Also, the immediate effects of brand image on satisfaction, brand loyalty, and purchase intention were significant, and the indirect effect of brand image on WOM and purchase intent through brand loyalty is substantial. Thus, brand awareness and brand image have become prominent variables in terms of brand loyalty, WOM, and consumers' purchase intentions in social media. It has been determined that brand loyalty is crucial for brands in social media. Although brand loyalty has a low explained variance rate, its impact on WOM and purchase intention is robust. Social media has also been shown to affect WOM and purchase intention substantially. Also, using the theory of gender socialization examines whether the whole model changes according to gender. Finally, managerial and theoretical implications, limitations and recommendations are presented.

PDF

___

Abzari, M., Ghassemi, R. A., & 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, 822–826. https://doi.org/10.1016/j.sbspro.2014.07.483
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2013). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172–180. https://doi.org/10.1016/j.indmarman.2015.09.003
Ahmad, S. N., & Laroche, M. (2017). Analyzing electronic word of mouth: A social commerce construct. International Journal of Information Management, 37(3), 202–213. https://doi.org/10.1016/j.ijinfomgt.2016.08.004
Anderson, K. C., Knight, D. K., Pookulangara, S., & Josiam, B. (2014). Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: A facebook perspective. Journal of Retailing and Consumer Services, 21(5), 773–779. https://doi.org/10.1016/j.jretconser.2014.05.007
Babin, B. J., Borges, A., & James, K. (2016). The role of retail price image in a multi-country context: France and the USA. Journal of Business Research, 69(3), 1074–1081. https://doi.org/10.1016/j.jbusres.2015.08.023
Bachleda, C., Fakhar, A., & Elouazzani, Z. (2016). Quantifying the effect of sponsor awareness and image on the sports involvement–purchase intention relationship. Sport Management Review, 19(3), 293–305. https://doi.org/10.1016/j.smr.2015.08.001
Bai, B., Law, R., & Wen, I. (2008). The impact of website quality on customer satisfaction and purchase intentions : Evidence from Chinese online visitors. International Journal of Hospitality Management, 27, 391–402. https://doi.org/10.1016/j.ijhm.2007.10.008
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50, 600–609. https://doi.org/10.1016/j.chb.2015.03.023
Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2016). Online branding: Development of hotel branding through interactivity theory. Tourism Management, 57, 180–192. https://doi.org/10.1016/j.tourman.2016.06.007
Baum, D., Spann, M., Füller, J., & Thürridl, C. (2019). The impact of social media campaigns on the success of new product introductions. Journal of Retailing and Consumer Services, 50(July 2018), 289– 297. https://doi.org/10.1016/j.jretconser.2018.07.003
Belk, R. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139–168. https://doi.org/10.1086/209154
Büyükdağ, N., Kaya, A., & Kitapci, O. (2019). The Effect of Marketing Expenditures on Business Performance : Time Series Analysis on Causality. Journal of Applied Economics and Business Research, 9(4), 197–211.
Büyükdağ, N., & Kitapci, O. (2017). Does The E-Loyalty Increase As The Consumer s Access To The Internet Increases An Empirical Study In Turkey. Journal of Business Research - Turk, 9(4), 139–154. https://doi.org/10.20491/isarder.2017.325
Büyükdağ, N., Soysal, A. N., & Ki̇tapci, O. (2020). The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research. Journal of Retailing and Consumer Services, 55(February). https://doi.org/10.1016/j.jretconser.2020.102112
Calabrese, A., Costa, R., & Rosati, F. (2016). Gender differences in customer expectations and perceptions of corporate social responsibility. Journal of Cleaner Production, 116, 135–149. https://doi.org/10.1016/j.jclepro.2015.12.100
Chang, J. H., Zhu, Y. Q., Wang, S. H., & Li, Y. J. (2018). Would you change your mind? An empirical study of social impact theory on Facebook. Telematics and Informatics, 35(1), 282–292. https://doi.org/10.1016/j.tele.2017.11.009
Chen, S. C. (2012). The customer satisfaction-loyalty relation in an interactive e-service setting: The mediators. Journal of Retailing and Consumer Services, 19(2), 202–210. https://doi.org/10.1016/j.jretconser.2012.01.001
Cheng, F.-F., Wu, C.-S., & Chen, Y.-C. (2018). Creating customer loyalty in online brand communities. Computers in Human Behavior, 105752. https://doi.org/10.1016/j.chb.2018.10.018
Chiu, S. C., Liu, C. H., & Tu, J. H. (2016). The influence of tourists’ expectations on purchase intention: Linking marketing strategy for low-cost airlines. Journal of Air Transport Management, 53, 226–234. https://doi.org/10.1016/j.jairtraman.2016.03.010
Chu, S. C., & Sung, Y. (2015). Using a consumer socialization framework to understand electronic wordof- mouth (eWOM) group membership among brand followers on Twitter. Electronic Commerce Research and Applications, 14(4), 251–260. https://doi.org/10.1016/j.elerap.2015.04.002
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43(February), 101– 110. https://doi.org/10.1016/j.jretconser.2018.03.011
Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240. https://doi.org/10.1016/j.indmarman.2005.08.013
Das, G. (2014a). Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands. Journal of Retailing and Consumer Services, 21(3), 284–292. https://doi.org/10.1016/j.jretconser.2014.02.005
Das, G. (2014b). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407– 414. https://doi.org/10.1016/j.jretconser.2013.11.001
Demangeot, C., & Broderick, A. J. (2010). Consumer Perceptions of Online Shopping Environments. Psychology & Marketing, 30(6), 461–469. https://doi.org/10.1002/mar
Digital 2020 Report. (2020). Digital 2020 Report. In We Are Social & Hootsuite. https://doi.org/https://datareportal.com/reports/digital-2020-global-digital-overview
Eelen, J., Özturan, P., & Verlegh, P. W. J. (2017). The differential impact of brand loyalty on traditional and online word of mouth: The moderating roles of self-brand connection and the desire to help the brand. International Journal of Research in Marketing, 34(4), 872–891. https://doi.org/10.1016/j.ijresmar.2017.08.002
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
Ertugan, A. (2016). Using Statistical Reasoning Techniques for Measuring Users’ Emotional Connectedness to Facebook and their Attitudes Towards Facebook Advertising. Procedia Computer Science, 102(August), 677–682. https://doi.org/10.1016/j.procs.2016.09.461
Feng, J., & Papatla, P. (2011). Advertising: Stimulant or Suppressant of Online Word of Mouth? Journal of Interactive Marketing, 25(2), 75–84. https://doi.org/10.1016/j.intmar.2010.11.002
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(Şubat), 39–50.
Foroudi, P., Jin, Z., Gupta, S., Foroudi, M. M., & Kitchen, P. J. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research, 89(January), 462–474. https://doi.org/10.1016/j.jbusres.2018.01.031
Gamboa, A. M., & Gonçalves, H. M. (2014). Customer loyalty through social networks: Lessons from Zara on Facebook. Business Horizons, 57(6), 709–717. https://doi.org/10.1016/j.bushor.2014.07.003
Gaskin, J., & Lim, J. (2016). Confirmatory Factor Analysis - StatWiki. http://statwiki.kolobkreations.com/index.php?title=Confirmatory_Factor_Analysis
Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242–256. https://doi.org/10.1016/j.intmar.2013.09.004
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833–5841. https://doi.org/10.1016/j.jbusres.2016.04.181
Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152–161. https://doi.org/10.1016/j.chb.2014.04.016
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis. In Pearson Prentice Hall (p. 816). https://doi.org/10.1016/j.ijpharm.2011.02.019
Han, H., Nguyen, H. N., Song, H., Chua, B. L., Lee, S., & Kim, W. (2018). Drivers of brand loyalty in the chain coffee shop industry. International Journal of Hospitality Management, 72(January 2017), 86–97. https://doi.org/10.1016/j.ijhm.2017.12.011
Han, H., Yu, J., & Kim, W. (2019). Investigating airline customers’ decision-making process for emerging environmentally-responsible electric airplanes: Influence of gender and age. Tourism Management Perspectives, 31(March), 85–94. https://doi.org/10.1016/j.tmp.2019.03.013
Hew, J. J., Lee, V. H., Ooi, K. B., & Lin, B. (2016). Mobile social commerce: The booster for brand loyalty? Computers in Human Behavior, 59, 142–154. https://doi.org/10.1016/j.chb.2016.01.027
Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services, 34(August 2016), 145–152. https://doi.org/10.1016/j.jretconser.2016.10.006
Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis : Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
Huang, S. L., & Chen, C. T. (2018). How consumers become loyal fans on Facebook. Computers in Human Behavior, 82, 124–135. https://doi.org/10.1016/j.chb.2018.01.006
Huang, X., & Ge, J. (2019). Electric vehicle development in Beijing: An analysis of consumer purchase intention. Journal of Cleaner Production, 216, 361–372. https://doi.org/10.1016/j.jclepro.2019.01.231
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27–41. https://doi.org/10.1016/j.ijresmar.2015.06.004
Im, H. H., Kim, S. S., Elliot, S., & Han, H. (2012). Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective. Journal of Travel & Tourism Marketing, 29(4), 385– 403. https://doi.org/10.1080/10548408.2012.674884
Keller, K. L. (1993a). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22.
Keller, K. L. (1993b). Conceptualizing, Measuring, Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.2307/1252054
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kim, Junghun, Lee, H., & Lee, J. (2020). Smartphone preferences and brand loyalty: A discrete choice model reflecting the reference point and peer effect. Journal of Retailing and Consumer Services, 52(May 2019), 101907. https://doi.org/10.1016/j.jretconser.2019.101907
Kim, Juran, & Lee, K. H. (2019). Influence of integration on interactivity in social media luxury brand communities. Journal of Business Research, 99(October 2017), 422–429. https://doi.org/10.1016/j.jbusres.2017.10.001
Kim, S. (Sam), Choe, J. Y. (Jacey), & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9(April), 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006
Kim, S., Koh, Y., Cha, J., & Lee, S. (2015). Effects of social media on firm value for U.S. restaurant companies. International Journal of Hospitality Management, 49, 40–46. https://doi.org/10.1016/j.ijhm.2015.05.006
Kim, W. H., Cho, J. L., & Kim, K. S. (2019). The relationships of wine promotion, customer satisfaction, and behavioral intention: The moderating roles of customers’ gender and age. Journal of Hospitality and Tourism Management, 39(January), 212–218. https://doi.org/10.1016/j.jhtm.2019.03.001
Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99(August 2017), 405–413. https://doi.org/10.1016/j.jbusres.2017.08.023
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50(February), 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
Kotler, P., & Keller, K. L. (2008). Marketing Management (13th editi). Prentice Hall. Kudeshia, C., Sikdar, P., & Mittal, A. (2016). Spreading love through fan page liking: A perspective on small scale entrepreneurs. Computers in Human Behavior, 54, 257–270. https://doi.org/10.1016/j.chb.2015.08.003
Kwon, W. S., & Lennon, S. J. (2009). What induces online loyalty? Online versus offline brand images. Journal of Business Research, 62(5), 557–564. https://doi.org/10.1016/j.jbusres.2008.06.015
Kwun, D. J. W. (2011). Effects of campus foodservice attributes on perceived value, satisfaction, and consumer attitude: A gender-difference approach. International Journal of Hospitality Management, 30(2), 252–261. https://doi.org/10.1016/j.ijhm.2010.09.001
Laroche, M., Habibi, M. R., & Richard, M. (2013a). International Journal of Information Management To be or not to be in social media : How brand loyalty is affected by social media ? International Journal of Information Management, 33(1), 76–82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
Laroche, M., Habibi, M. R., & Richard, M. O. (2013b). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76–82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
Lee, C. J. (2014). Effects of sport mega-events on city brand awareness and image: Using the 2009 world games in Kaohsiung as an example. Quality and Quantity, 48(3), 1243–1256. https://doi.org/10.1007/s11135-013-9832-6
Lee, K. Y., & Choi, H. (2019). Predictors of electronic word-of-mouth behavior on social networking sites in the United States and Korea: Cultural and social relationship variables. Computers in Human Behavior, 94(December 2018), 9–18. https://doi.org/10.1016/j.chb.2018.12.025
Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://doi.org/10.1016/j.apmrv.2015.03.005
Lin, J., Lobo, A., & Leckie, C. (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35(December 2016), 133–141. https://doi.org/10.1016/j.jretconser.2016.12.011
Liu, Y. (2006). Word of Mouth for Movies : Its Dynamics and Impact on Box Office. Journal of Marketing, 70, 74–89.
Lu, A. C. C., Gursoy, D., & Lu, C. Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36–45. https://doi.org/10.1016/j.ijhm.2015.07.008
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. https://doi.org/10.1016/j.bushor.2009.03.002
Martínez, E., Montaner, T., & Pina, J. M. (2009). Brand extension feedback: The role of advertising. Journal of Business Research, 62(3), 305–313. https://doi.org/10.1016/j.jbusres.2008.05.009
Martínez Salinas, E., & Pina Pérez, J. M. (2009). Modeling the brand extensions’ influence on brand image. Journal of Business Research, 62(1), 50–60. https://doi.org/10.1016/j.jbusres.2008.01.006
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94(August 2017), 378–387. https://doi.org/10.1016/j.jbusres.2017.12.047
Mody, M., Day, J., Sydnor, S., Lehto, X., & Jaffé, W. (2017). Integrating country and brand images: Using the product—Country image framework to understand travelers’ loyalty towards responsible tourism operators. Tourism Management Perspectives, 24(May), 139–150. https://doi.org/10.1016/j.tmp.2017.08.001
Mortimer, G., & Clarke, P. (2011). Supermarket consumers and gender differences relating to their perceived importance levels of store characteristics. Journal of Retailing and Consumer Services, 18(6), 575–585. https://doi.org/10.1016/j.jretconser.2011.08.007
Munnukka, J., Karjaluoto, H., & Tikkanen, A. (2015). Are Facebook brand community members truly loyal to the brand? Computers in Human Behavior, 51(PA), 429–439. https://doi.org/10.1016/j.chb.2015.05.031
Murray, J., Elms, J., & Teller, C. (2017). Examining the role of store design on consumers’ cross-sectional perceptions of retail brand loyalty. Journal of Retailing and Consumer Services, 38(January), 147–156. https://doi.org/10.1016/j.jretconser.2017.06.001
Nadeem, W., Andreini, D., Salo, J., & Laukkanen, T. (2015). Engaging consumers online through websites and social media: A gender study of Italian Generation Y clothing consumers. International Journal of Information Management, 35(4), 432–442. https://doi.org/10.1016/j.ijinfomgt.2015.04.008
Nam, J., Ekinci, Y., & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38(3), 1009–1030. https://doi.org/10.1016/j.annals.2011.01.015
O’Cass, A., & Carlson, J. (2012). An e-retailing assessment of perceived website-service innovativeness: Implications for website quality evaluations, trust, loyalty and word of mouth. Australasian Marketing Journal, 20(1), 28–36. https://doi.org/10.1016/j.ausmj.2011.10.012
Osei-Frimpong, K., & McLean, G. (2018). Examining online social brand engagement: A social presence theory perspective. Technological Forecasting and Social Change, 128(October 2017), 10–21. https://doi.org/10.1016/j.techfore.2017.10.010
Pappas, I. O., Pateli, A. G., Giannakos, M. N., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management, 42(3), 187–204. https://doi.org/10.1108/IJRDM-03-2012-0034
Park, S. J., Lee, Y. R., & Borle, S. (2018). The shape of Word-of-Mouth response function. Technological Forecasting and Social Change, 127(October 2017), 304–309. https://doi.org/10.1016/j.techfore.2017.10.006
Pereira, H. G., Salgueiro, M. de F., & Rita, P. (2016). Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism. Journal of Retailing and Consumer Services, 30, 279–291. https://doi.org/10.1016/j.jretconser.2016.01.003
Persson, N. (2010). An exploratory investigation of the elements of B2B brand image and its relationship to price premium. Industrial Marketing Management, 39(8), 1269–1277. https://doi.org/10.1016/j.indmarman.2010.02.024
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), 879–903. https://doi.org/10.1037/0021-9010.88.5.879
Popp, B., & Wilson, B. (2018). Investigating the role of identification for social networking Facebook brand pages. Computers in Human Behavior, 84, 141–152. https://doi.org/10.1016/j.chb.2018.01.033
Ranaweera, C., & Jayawardhena, C. (2014). Talk up or criticize? Customer responses to WOM about competitors during social interactions. Journal of Business Research, 67(12), 2645–2656. https://doi.org/10.1016/j.jbusres.2014.04.002
Sääksjärvi, M., & Samiee, S. (2011). Relationships among Brand Identity, Brand Image and Brand Preference: Differences between Cyber and Extension Retail Brands over Time. Journal of Interactive Marketing, 25(3), 169–177. https://doi.org/10.1016/j.intmar.2011.04.002
Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on brand equity and customer response in the airline industry. Journal of Air Transport Management, 66(August 2017), 36–41. https://doi.org/10.1016/j.jairtraman.2017.09.014
Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47(January 2018), 57–65. https://doi.org/10.1016/j.jretconser.2018.10.007
Siqueira, J. R., Peña, N. G., ter Horst, E., & Molina, G. (2019). Spreading the Word: How Customer Experience in a Traditional Retail Setting Influences Consumer Traditional and Electronic Word-ofmouth Intention. Electronic Commerce Research and Applications, 37(40), 100870. https://doi.org/10.1016/j.elerap.2019.100870
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(June 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services, 41(December 2017), 177–189. https://doi.org/10.1016/j.jretconser.2017.12.002
Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40(July), 114–124. https://doi.org/10.1016/j.jhtm.2019.07.002
Tajvidi, R., & Karami, A. (2017). The effect of social media on firm performance. Computers in Human Behavior, 105174, 1–10. https://doi.org/10.1016/j.chb.2017.09.026
Tifferet, S., & Vilnai-Yavetz, I. (2014). Gender differences in Facebook self-presentation: An international randomized study. Computers in Human Behavior, 35, 388–399. https://doi.org/10.1016/j.chb.2014.03.016
Torres, P. M., Augusto, M. G., & Joao Verissimo Lisboa. (2015). Determining the causal relationships that affect consumer based brand equity-mediating effect of brand loyalty. Marketing Intelligence & Planning, 33(6), 944–956. https://doi.org/10.1108/02634501011078138
Tran, G. A., & Strutton, D. (2020). Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM. Journal of Retailing and Consumer Services, 53(101782). https://doi.org/10.1016/j.jretconser.2019.03.009
Tsiros, M., Mittal, V., & Ross, W. T. (2004). The Role of Attributions in Customer Satisfaction: A Reexamination. Journal of Consumer Research, 31(2), 476–483. https://doi.org/10.1086/422124
Verkijika, S. F., & De Wet, L. (2019). Understanding word-of-mouth (WOM) intentions of mobile app users: The role of simplicity and emotions during the first interaction. Telematics and Informatics, 41(May), 218–228. https://doi.org/10.1016/j.tele.2019.05.003
Vicente-Molina, M. A., Fernández-Sainz, A., & Izagirre-Olaizola, J. (2018). Does gender make a difference in pro-environmental behavior? The case of the Basque Country University students. Journal of Cleaner Production, 176, 89–98. https://doi.org/10.1016/j.jclepro.2017.12.079
Wai Lai, I. K. (2019). Hotel image and reputation on building customer loyalty: An empirical study in Macau. Journal of Hospitality and Tourism Management, 38(September 2018), 111–121. https://doi.org/10.1016/j.jhtm.2019.01.003
Wakefield, L. T., & Bennett, G. (2018). Sports fan experience: Electronic word-of-mouth in ephemeral social media. Sport Management Review, 21(2), 147–159. https://doi.org/10.1016/j.smr.2017.06.003 Wu, C. W. (2016). The performance impact of social media in the chain store industry. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2016.04.130
Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
Yan, Q., Wu, S., Wang, L., Wu, P., Chen, H., & Wei, G. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62–73. https://doi.org/10.1016/j.elerap.2016.03.004