Babbling through social media: A cross-country study mapping out social networks using eWOM intentions

dc.authorid0000-0003-1500-7670en_US
dc.authorid0000-0002-2979-9309en_US
dc.authorid0000-0003-0485-9325en_US
dc.contributor.authorZülal, İşler
dc.contributor.authorKıygı-Çallı, Meltem
dc.contributor.authorEl Oraiby, Maryam
dc.date.accessioned2023-12-26T12:27:35Z
dc.date.available2023-12-26T12:27:35Z
dc.date.issued2023en_US
dc.departmentFakülteler, Mühendislik ve Doğa Bilimleri Fakültesi, Endüstri Mühendisliği Bölümüen_US
dc.description.abstractThis research aims to determine the factors affecting the users’ electronic word-of-mouth (eWOM) seeking and sharing intentions and to reveal the interactions among and within clusters using social network analysis (SNA). This study includes three hierarchical sub-studies conducted in two countries, Turkey and Poland. First, we develop a segmentation for social networking site (SNS) users based on the frequency of sharing product-related information on SNSs. Second, we investigate the impact of several factors that affect eWOM seeking and sharing intentions using regression analysis. In the second sub-study, we also include the identified segments developed in the first sub-study as another factor that may have differentiated eWOM intentions. Third, to understand the degree of interaction among SNS users, we apply an SNA using the forecasted eWOM intentions scores from the second sub-study, which gives us hypothetical social networks. The results of SNA present strong interactions inter- and intra-clusters in both countries. Some key findings include the identification of three SNS user segments, including “Middlers,” that may be of particular interest to brands. We also find that in terms of eWOM intentions, users in Turkey are more active than in Poland. Although some predictors of eWOM seeking and sharing intentions differ between the two countries, users intend to be more active in eWOM seeking than in eWOM sharing. The comparative study provides valuable insights for decision-makers to engage different market segments via SNSs with various proposed features using suggested information contents for selected product categories.en_US
dc.identifier.citation0
dc.identifier.citationreferenceIsler, Z., Kiygi-Calli, M., & El Oraiby, M. (2023). Babbling through social media: A cross-country study mapping out social networks using eWOM intentions. Electronic Markets, 33(1). https://doi.org/10.1007/s12525-023-00678-9en_US
dc.identifier.doi10.1007/s12525-023-00678-9en_US
dc.identifier.endpage20en_US
dc.identifier.issn1019-6781
dc.identifier.issn1422-8890
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-85174693361en_US
dc.identifier.scopusqualityQ1
dc.identifier.startpage1en_US
dc.identifier.urihttps://doi.org/10.1007/s12525-023-00678-9
dc.identifier.urihttps://hdl.handle.net/20.500.12469/5629
dc.identifier.volume33en_US
dc.identifier.wosWOS:001097402100001en_US
dc.identifier.wosqualityQ1en_US
dc.identifier.wosqualityQ2
dc.institutionauthorZülal, İşler
dc.institutionauthorKıygı-Çallı, Meltem
dc.institutionauthorEl Oraiby, Maryam
dc.language.isoenen_US
dc.publisherSpringeren_US
dc.relation.ispartofElectronic Marketsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjecteWOM seeking intentionsen_US
dc.subjectSNS user segmentationen_US
dc.subjectSocial network analysis (SNA)en_US
dc.subjectSocial networking sites (SNSs)en_US
dc.titleBabbling through social media: A cross-country study mapping out social networks using eWOM intentionsen_US
dc.typeArticleen_US
dspace.entity.typePublication

Files

Original bundle

Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
zulal-isler.pdf
Size:
887.87 KB
Format:
Adobe Portable Document Format
Description:
Tam Metin / Full Text

License bundle

Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.44 KB
Format:
Item-specific license agreed upon to submission
Description: