A Research on Determining the Relation Between eWOM Search Motivations and Consumer-Based Brand Equity in the Context of Marketing Communication

Abstract

The aim of the study is to analyze whether eWOM search motivations have a direct and significant impact on consumer-based brand equity. In this context, face to face survey technique was applied on online shoppers. The questionnaire was carried out purposive sampling method. Relations between variables were tested using data from the questionnaire. And research hypotheses have been tested. In addition, descriptive statistics and factor analysis were used in the study. Furthermore, correlation analysis and multi-linear regression analysis were conducted to measure the relationship and impact level between eWOM search motivations and consumerbased brand equity. As a result of analysis eWOM search motivation dimensions; acquiring information on purchasing, social orientation through information, community membership, economic incentives variables have a statistically significant effect on the brand equity variable (p<0.05). In the other eWOM sub-dimensions, the effect of obtaining information about the product was not statistically significant on brand equity.