Investigating the Effect of Social Media Marketing on Word-of-Mouth Communication

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Aydın İ., Çelik Z., Saydan R.

EGE 10th International Conference on Social Sciences, İzmir, Türkiye, 22 - 24 Aralık 2023, cilt.1, ss.1478-1483

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Cilt numarası: 1
  • Basıldığı Şehir: İzmir
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.1478-1483
  • Van Yüzüncü Yıl Üniversitesi Adresli: Evet

Özet

Word of mouth communication (WOMC) is seen as much more reliable compared to other marketing communication activities carried out by the business. In this regard, it is important to examine the concepts that will have a positive or negative effect on WOMC, which is valuable in terms of marketing science. The aim of this study is to investigate the effect of social media marketing (SSM) on WOMC. The data used in the study was collected through an online survey. The population of the study is those who know a clothing brand. The sample is 109 people from Turkey. The sample was reached using the convenience sampling method. Simple linear regression was used to analyze the data obtained. According to the results obtained, SMM has a positive effect on WOMC. Word of mouth communication is a very important concept in terms of marketing activities. Depending on the results obtained from the study, it is recommended that businesses carry out their marketing activities more intensively on social media.