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Electronic word of mouth simply refers to brand-related conversations between consumers, and it h... more Electronic word of mouth simply refers to brand-related conversations between consumers, and it has been considered as one of the most helpful information sources. The advent of mobile messaging applications (e.g. WhatsApp, Viber, Line) has freely and easily allowed customers to do brand-related conversations usingtheir smartphones, which is called mobile word of mouth (MWOM). The aim of this research is to develop an integrative framework of the impact of MWOM communication among consumers. To do this, we applied five well-establiesdrobust marketing and information systems theories: Theory of Reasoned Action, Theory of Planned Behaviour, Technology Acceptance Model, Information Adoption Model, and Information Acceptance Model. The framework developed in this study provides an important foundation for future MWOM research work. Key words:mobile word of mouth (MWOM), electronic word of mouth (eWOM), messaging applications, mobile purchase intention, mobile purchase, whatsapp, viber, line

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This study empirically tests and compares the influence of friends' recommendations on social med... more This study empirically tests and compares the influence of friends' recommendations on social media and anonymous reviews on shopping websites in the context of online purchase intention. For this purpose, we analyse the impacts of these two platforms based on the components of information adoption model (IAM) which are borrowed as information quality, information credibility, information usefulness and information adoption. We conduct a survey and find anonymous reviews as more influential on consumer' online purchase intentions than friends' recommendations on social media. However, as this result was contrary to that expected, we conduct another study through in-depth interviews in order to enlighten our results found in the first study. In Study 2, we find the reasons why consumers prefer anonymous reviews rather than friends' recommendations. Information quantity, information readiness, detailed information and dedicated information are factors which make shopping websites superior than social media in terms of the impact of electronic word of mouth (eWOM). Academic and managerial implications are discussed.

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Social media websites have created valuable opportunities for electronic word of mouth (eWOM) con... more 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 examine the influence of these conversations in social media on consumers' purchase intentions. For this purpose, a conceptual model was developed based on the integration of Information Adoption Model (IAM) and related components of Theory of Reasoned Action (TRA). The new model, which is named as Information Acceptance Model (IACM), was validated through structural equation modelling (SEM) based on surveys of 384 university students who use social media websites. The results confirm that quality, credibility, usefulness and adoption of information, needs of information and attitude towards information are the key factors of eWOM in social media that influence consumers' purchase intentions. Theoretical and practical implications are discussed as well as recommendations for further research.

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Marketers desire to reach more customers through means of social media, and thus create official ... more Marketers desire to reach more customers through means of social media, and thus create official accounts on these websites. Instagram, which has become a popular social media website in recent years, allows users to post pictures or short videos through appealing filters; this feature provides opportunity for marketers to promote themselves by creating content. However, not all content generated by marketers achieve a similar response from users: whilst some content achieves a high response from customers and widely spreads through electronic word of mouth (eWOM), others do not. There may be many factors affecting customers' engagements; however, in this study, we focus on sectoral differences. The question is posed: Are sectoral differences one of the reasons behind the different customer engagement ratios of brand posts on Instagram? In order to answer this question, a comparison was conducted across 100 Instagram posts, posted by brands from 8 different sectors. The results show significant differences between sectors; customers' engagement with brands in the beverages sector through liking is almost 2.5 times higher than brands in the apparel-luxury sector. Moreover, customers' engagement with brands in the electronics sector through commenting is almost 8 times higher than brands in the apparel sector.

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Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. Howe... more Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.

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The concept of electronic word of mouth (eWOM) has been diversified by the advent of social netwo... more The concept of electronic word of mouth (eWOM) has been diversified by the advent of social networking websites. Because of this innovation, individuals are now able to share their ideas and notions regarding brands, products, or services with their friends through the Internet. For this reason, companies interested in attracting more attention from consumers create their official accounts on social networking websites such as Facebook and Twitter. This strategy provides instant communication between companies and their current and potential customers. These social networking sites, however, are not totally the same; they create different customer engagement opportunities for companies. To define and discuss the difference, this paper compares posts at Vine, Facebook, and Twitter in terms of customer engagement. Results not only confirm that these three websites have different customer engagement ratios, but also reveal that the ratio of Vine is higher than the ratios of both Facebook and Twitter.

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The influence of Electronic Word of Mouth (eWOM) on consumers` purchase intentions has been known... more The influence of Electronic Word of Mouth (eWOM) on consumers` purchase intentions has been known for a long time. However, eWOM has gained a new dimension with the advent of social media. Before this new phenomenon, people were able to talk with anonymous people on the Internet. Social media enable people to talk with friends and acquaintances, on the Internet. This new way of eWOM might be more powerful in terms of triggering purchase intention. This study discusses the electronic word of mouth within the context of social media. Particularly, this study examines the influence of eWOM in social media on consumers` purchase intentions. The research consists of two phases. First, survey will be conducted to understand the effect of eWOM in social media on purchase intention. Then interviews will be made to reveal that how eWOM in social media affects consumers` purchase intentions. The results should contribute to both researchers and practitioners.

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Conference Presentations by ISMAIL ERKAN

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![Research paper thumbnail of (Jun, 2014) The Impacts of Electronic Word of Mouth in Social Media on Consumers` Purchase Intentions, PhD Student Conference - Complex Systems, Brunel University, London, UK](https://a.academia-assets.com/images/blank-paper.jpg)

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![Research paper thumbnail of (Jun, 2014) The Impacts of Electronic Word of Mouth in Social Media on Consumers` Purchase Intentions, International Conference on Digital Marketing (ICODM), Colombo, Sri Lanka](https://a.academia-assets.com/images/blank-paper.jpg)

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![Research paper thumbnail of (Mar, 2014) The Impacts of Electronic Word of Mouth in Social Media on Consumers` Purchase Intentions, Research Student Poster Conference, Brunel Graduate School, London, UK](https://attachments.academia-assets.com/39607379/thumbnails/1.jpg)

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Marketing Analysis (Turkish) by ISMAIL ERKAN

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