The Impact of Electronic Word-of-Mouth Marketing on the Generation-Y’xxs Intention to Buy Tourism Services

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Güreş N., Arslan S., Yüksel C., Varışlı Kargın A., Babat D., Gündoğdu M.

İşletme Araştırmaları Dergisi, cilt.11, sa.2, ss.905-916, 2019 (TRDizin)

• Yayın Türü: Makale / Tam Makale
• Cilt numarası: 11 Sayı: 2
• Basım Tarihi: 2019
• Dergi Adı: İşletme Araştırmaları Dergisi
• Derginin Tarandığı İndeksler: TR DİZİN (ULAKBİM)
• Sayfa Sayıları: ss.905-916
• Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
• Hatay Mustafa Kemal Üniversitesi Adresli: Evet

Özet

Purpose – In recent years, social networks have been extensively used by both individuals and

companies. In particular, prior to the purchase of services, customers may be able to decide to

buy by considering the messages posted in social networks. Therefore, it is very important to

know how effective these messages on pre-purchase decisions of the customers. The purpose of

this study is to search the influence level of electronic word-of-mouth marketing (e-wom) on thepurchase decisions of the customers related to tourism services.Design/methodology/approach –The survey was conducted in both face to face and on theinternet. A total of 485 people have been reached. T-test, ANOVA and regression methods were

used for the analysis of data.Findings – According to the analysis results, the trust in e-wom, the quality of e-wom and thewillingness of customers to obtain information have a positive impact on the intention to

purchase tourism services.