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Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective

Year 2023, Volume: 13 Issue: 2, 299 - 314, 24.10.2023

Hande Ayhan Gökcek Hilal Kılıç Onur Türker

Abstract

Marketing-oriented Public Relations within the scope of Integrated Marketing Communication, which is also accepted as one of the marketing tools of businesses, has an important place in consumer communication. In this context, it is known that businesses mostly manage this communication with corporate social responsibility activities. Especially today, profit-oriented businesses aim to affect the purchasing intentions of consumers by establishing emotional bonds with the consumers through their corporate social responsibility activities. In this research, it has been investigated whether corporate social responsibility activities within the scope of Public Relations have an effect on consumers' purchase intention and whether Word of Mouth Marketing has a moderating role in this effect. The research results have shown that corporate social responsibility activities have a positive effect on the purchasing intentions of consumers of fuel companies, but the moderating role of word of mouth marketing in this effect is significant and negative.

Keywords

Consumer Behavior Integrated Marketing Communication Public Relation Word of Mounth

References

  • Akkoyunlu, Ş. G. and Kalyoncuoğlu, S. (2014). İşletmelerin Kurumsal Sosyal Sorumluluk Çalışmalarının Marka Algısı Üzerine Etkisinin Değerlendirilmesi, Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi,7(3), 125-144
  • Allard, T., Dunn, L. H. and White, K. (2020). Negative reviews, positive impact: Consumer empathetic responding to unfair word of mouth. Journal of Marketing, 84(4), 86-108.
  • Asna, A. (2006) Kuramda ve Uygulamada Halkla İlişkiler. İstanbul: Pozitif Yayınları.
  • Barker, R. (2013). Strategic integrated communication: An alternativeperspective of integrated marketing communication? Communicatio: South African Journal for Communication Theory and Research, 39(1), 102-121.
  • Barreto, A. M. (2014). The word-of-mouth phenomenon in the social media era. International Journal of Market Research, 56(5), 631-654.
  • Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of consumer psychology, 24(4), 586-607.
  • Brüggen, E. C., Foubert, B. and Gremler, D. D. (2011). Extreme makeover: Short-and long-term effects of a remodeled servicescape. Journal of marketing, 75(5), 71-87.
  • Bughin, J., Doogan, J. and Vetvik, O. J. (2010). A new way to measure word-of-mouth marketing. McKinsey Quarterly, 2(1), 113-116.
  • Carter Jr, L. L. (2009). Consumer receptivity of foreign products: The roles of country-of-origin image, consumer ethnocentrism and animosity.
  • Charlett, D., Garland, R. and Marr, N. (1995). How damaging is negative word of mouth. Marketing Bulletin, 6(1), 42-50.
  • Cheung, C. M. and Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470.
  • Çavuşoğlu, S., Demirağ, B., Durmaz, Y. and Çıkmaz, G. (2021). The impact of brand image and brand conscious on perceived price and purchase intention. Transnational Marketing Journal, 9(2), 389-405.
  • Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424.
  • Fishbein, M. and Ajzen, I. (1975). Intention and Behavior: An introduction to theory and research.
  • Fishbein, M. and Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
  • Godes, D. and Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545–560.
  • Hair, J. F. Jr., Andreson, R. E., Tahtam, R. L. and Black, W.C. (1998). Multivariate data analysis, Fifth Ed. New Jersey: Prentice Hall Inc.
  • Howard, J. A. (1994). Buyer Behavior in Marketing Strategy (2. ed.). New Jersey: Prentice Hall.
  • Hsieh, A. T. and Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing intelligence & planning. 26(1), 26-42.
  • Huang, C. C., Yen, S. W., Liu, C. Y. and Huang, P. C. (2014). The relationship among corporate social responsibility, service quality, corporate image and purchase intention. International Journal of Organizational Innovation, 6(3), 68-84.
  • Keller, K. L. (2004). Building Customer-Based Brand Equity creating brand resonance requires carefully sequenced brand-building efforts, Marketing Management, Vol. 10.
  • Kliatchko, J. (2005). Towards A New Definition Of Integrated Marketing Communications (IMC). International Journal of Advertising. 24(1), 7-34.
  • Korkmaz, S. (2009). İşletmelerin Sosyal Sorumlulukları. Kocaeli: Umuttepe Yayınları
  • Kotler, P. and Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. John Wiley & Sons.
  • Lin, C., Wu, Y. S. and Chen, J. C. V. (2013, May). Electronic word-of-mouth: The moderating roles of product involvement and brand image. In Proceedings of 2013 international conference on technology innovation and industrial management, 29-47.
  • Madahi, A. and Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in Malaysia. International Business Research, 5(8), 153.
  • Moore, S. G. and Lafreniere, K. C. (2020). How online word‐of‐mouth impacts receivers. Consumer Psychology Review, 3(1), 34-59.
  • Moradi, H. and Zarei, A. (2011). The impact of brand equity on purchase intention and brand preference-the moderating effects of country of origin image. Australian Journal of Basic and Applied Sciences, 5(3), 539-545.
  • Odabaşı, Y. and Barış, G. (2002). Tüketici Davranışı, İstanbul: MediaCat Kitapları.
  • Odabaşı, Y. and Oyman, M. (2002). Pazarlama iletişimi yönetimi (9. Baskı). Eskişehir: Mediacat Yayınları.
  • Özgen, E. (2017) Kurumsal Sosyal Sorumluluk Projeleri. İstanbul: Profil Kitap
  • Sağlam, M. (2014). Müşteri temelli marka denkliği unsurlarının tüketici satın alma niyeti üzerine etkisi: GSM sektöründe bir uygulama (Master's thesis, İstanbul Ticaret Üniversitesi).
  • Schultz, D. E. and Schultz, H. F. (1998). Transitioning marketing communication into the twenty-first century. Journal of marketing communications, 4(1), 9-26.
  • Schumacker, R. E. and Lomax, R. G. (2010). A beginners guide to structural equation modeling. New York: Routledge
  • Sekeran, U. (1992). Research methods for business, a skill building approach, USA: John Wiley&Sons Inc.
  • Shukla, P. (2009). Impact of contextual factors, brand loyalty and brand switching on purchase decisions. Journal of Consumer Marketing, 26(5), 348-357.
  • Solomon, M. R. (2013). Consumer Behavior-Buying, Having and Being, 10. ed., Upper Saddle River, NJ: Pearson İnternational Edition.
  • Tek, Ö. B. (1999). Pazarlama İlkeleri, Beta Basım Yayım, 8. Baskı, İstanbul.
  • Ulu, L. (2009). Kurumsal Sosyal Sorumluluk Projelerinin Marka Algısına Etkisi: Bir Araştırma, Yüksek Lisans Tezi, İstanbul Üniversitesi.
  • Ünsalan, A. G. M. and Bayraktar, A. (2017). Tüketici Etnosentrizminin Tüketici Fiyat Algısına Etkisi International Journal of Academic Value Studies, 3(9), 2017, 258-272.
  • Waltz C. F., Strcikland O. L. and Lenz E. R. (2010). Measurement in Nursing and Health Research. New York: Springer Publishing Company, 176-178.
  • Wang, J. and Wang, X. (2019). Structural equation modeling: Applications using Mplus. John Wiley & Sons.
  • Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
  • Zhang, Z., Ye, Q., Law, R. and Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694-700.
  • Zhuang, M., Zhu, W., Huang, L. and Pan, W. T. (2022). Research of influence mechanism of corporate social responsibility for smart cities on consumers' purchasing intention. Library Hi Tech, 40(5), 1147-1158.

Bütünleşik Pazarlama İletişimi Perspektifinden Halkla İlişkilerin Satın Alma Niyeti Üzerindeki Etkisinde Ağızdan Ağıza Pazarlamanın Aracı Rolü

Year 2023, Volume: 13 Issue: 2, 299 - 314, 24.10.2023

Hande Ayhan Gökcek Hilal Kılıç Onur Türker

Abstract

İşletmelerin bütünleşik pazarlama iletişimi kapsamındaki pazarlama araçlarından biri olarak kabul gören pazarlama odaklı halkla ilişkiler, tüketici iletişiminde önemli bir yere sahiptir. Bu çerçevede işletmelerin bu iletişimi çoğunlukla kurumsal sosyal sorumluluk faaliyetleriyle yönettikleri bilinmektedir. Özellikle, günümüzde kâr odaklı işletmeler kurumsal sosyal sorumluluk faaliyetleri ile tüketici ile duygusal bağ kurarak tüketicilerin satın alma niyetlerini etkilemeyi hedeflemektedir. Bu araştırmada halkla ilişkiler kapsamındaki kurumsal sosyal sorumluluk faaliyetlerinin tüketicilerin satın alma niyeti üzerinde etkisinin olup olmadığı ve ağızdan ağıza pazarlama yönteminin bu etkide aracılık rolünün bulunup bulunmadığı araştırılmıştır. Araştırma sonuçları akaryakıt firmaları tüketicilerinin satın alma niyetleri üzerinde kurumsal sosyal sorumluluk faaliyetlerinin pozitif etkili olduğu buna karşın bu etkide ağızdan ağıza pazarlamanın moderatör rolünün anlamlı ve negatif olduğu tespit edilmiştir.

Keywords

Tüketici Davranışı Bütünleşik Pazarlama İletişimi Halkla İlişkiler Ağızdan Ağıza Pazarlama

References

  • Akkoyunlu, Ş. G. and Kalyoncuoğlu, S. (2014). İşletmelerin Kurumsal Sosyal Sorumluluk Çalışmalarının Marka Algısı Üzerine Etkisinin Değerlendirilmesi, Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi,7(3), 125-144
  • Allard, T., Dunn, L. H. and White, K. (2020). Negative reviews, positive impact: Consumer empathetic responding to unfair word of mouth. Journal of Marketing, 84(4), 86-108.
  • Asna, A. (2006) Kuramda ve Uygulamada Halkla İlişkiler. İstanbul: Pozitif Yayınları.
  • Barker, R. (2013). Strategic integrated communication: An alternativeperspective of integrated marketing communication? Communicatio: South African Journal for Communication Theory and Research, 39(1), 102-121.
  • Barreto, A. M. (2014). The word-of-mouth phenomenon in the social media era. International Journal of Market Research, 56(5), 631-654.
  • Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of consumer psychology, 24(4), 586-607.
  • Brüggen, E. C., Foubert, B. and Gremler, D. D. (2011). Extreme makeover: Short-and long-term effects of a remodeled servicescape. Journal of marketing, 75(5), 71-87.
  • Bughin, J., Doogan, J. and Vetvik, O. J. (2010). A new way to measure word-of-mouth marketing. McKinsey Quarterly, 2(1), 113-116.
  • Carter Jr, L. L. (2009). Consumer receptivity of foreign products: The roles of country-of-origin image, consumer ethnocentrism and animosity.
  • Charlett, D., Garland, R. and Marr, N. (1995). How damaging is negative word of mouth. Marketing Bulletin, 6(1), 42-50.
  • Cheung, C. M. and Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision support systems, 54(1), 461-470.
  • Çavuşoğlu, S., Demirağ, B., Durmaz, Y. and Çıkmaz, G. (2021). The impact of brand image and brand conscious on perceived price and purchase intention. Transnational Marketing Journal, 9(2), 389-405.
  • Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management science, 49(10), 1407-1424.
  • Fishbein, M. and Ajzen, I. (1975). Intention and Behavior: An introduction to theory and research.
  • Fishbein, M. and Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
  • Godes, D. and Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing science, 23(4), 545–560.
  • Hair, J. F. Jr., Andreson, R. E., Tahtam, R. L. and Black, W.C. (1998). Multivariate data analysis, Fifth Ed. New Jersey: Prentice Hall Inc.
  • Howard, J. A. (1994). Buyer Behavior in Marketing Strategy (2. ed.). New Jersey: Prentice Hall.
  • Hsieh, A. T. and Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing intelligence & planning. 26(1), 26-42.
  • Huang, C. C., Yen, S. W., Liu, C. Y. and Huang, P. C. (2014). The relationship among corporate social responsibility, service quality, corporate image and purchase intention. International Journal of Organizational Innovation, 6(3), 68-84.
  • Keller, K. L. (2004). Building Customer-Based Brand Equity creating brand resonance requires carefully sequenced brand-building efforts, Marketing Management, Vol. 10.
  • Kliatchko, J. (2005). Towards A New Definition Of Integrated Marketing Communications (IMC). International Journal of Advertising. 24(1), 7-34.
  • Korkmaz, S. (2009). İşletmelerin Sosyal Sorumlulukları. Kocaeli: Umuttepe Yayınları
  • Kotler, P. and Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. John Wiley & Sons.
  • Lin, C., Wu, Y. S. and Chen, J. C. V. (2013, May). Electronic word-of-mouth: The moderating roles of product involvement and brand image. In Proceedings of 2013 international conference on technology innovation and industrial management, 29-47.
  • Madahi, A. and Sukati, I. (2012). The effect of external factors on purchase intention amongst young generation in Malaysia. International Business Research, 5(8), 153.
  • Moore, S. G. and Lafreniere, K. C. (2020). How online word‐of‐mouth impacts receivers. Consumer Psychology Review, 3(1), 34-59.
  • Moradi, H. and Zarei, A. (2011). The impact of brand equity on purchase intention and brand preference-the moderating effects of country of origin image. Australian Journal of Basic and Applied Sciences, 5(3), 539-545.
  • Odabaşı, Y. and Barış, G. (2002). Tüketici Davranışı, İstanbul: MediaCat Kitapları.
  • Odabaşı, Y. and Oyman, M. (2002). Pazarlama iletişimi yönetimi (9. Baskı). Eskişehir: Mediacat Yayınları.
  • Özgen, E. (2017) Kurumsal Sosyal Sorumluluk Projeleri. İstanbul: Profil Kitap
  • Sağlam, M. (2014). Müşteri temelli marka denkliği unsurlarının tüketici satın alma niyeti üzerine etkisi: GSM sektöründe bir uygulama (Master's thesis, İstanbul Ticaret Üniversitesi).
  • Schultz, D. E. and Schultz, H. F. (1998). Transitioning marketing communication into the twenty-first century. Journal of marketing communications, 4(1), 9-26.
  • Schumacker, R. E. and Lomax, R. G. (2010). A beginners guide to structural equation modeling. New York: Routledge
  • Sekeran, U. (1992). Research methods for business, a skill building approach, USA: John Wiley&Sons Inc.
  • Shukla, P. (2009). Impact of contextual factors, brand loyalty and brand switching on purchase decisions. Journal of Consumer Marketing, 26(5), 348-357.
  • Solomon, M. R. (2013). Consumer Behavior-Buying, Having and Being, 10. ed., Upper Saddle River, NJ: Pearson İnternational Edition.
  • Tek, Ö. B. (1999). Pazarlama İlkeleri, Beta Basım Yayım, 8. Baskı, İstanbul.
  • Ulu, L. (2009). Kurumsal Sosyal Sorumluluk Projelerinin Marka Algısına Etkisi: Bir Araştırma, Yüksek Lisans Tezi, İstanbul Üniversitesi.
  • Ünsalan, A. G. M. and Bayraktar, A. (2017). Tüketici Etnosentrizminin Tüketici Fiyat Algısına Etkisi International Journal of Academic Value Studies, 3(9), 2017, 258-272.
  • Waltz C. F., Strcikland O. L. and Lenz E. R. (2010). Measurement in Nursing and Health Research. New York: Springer Publishing Company, 176-178.
  • Wang, J. and Wang, X. (2019). Structural equation modeling: Applications using Mplus. John Wiley & Sons.
  • Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of marketing, 60(2), 31-46.
  • Zhang, Z., Ye, Q., Law, R. and Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694-700.
  • Zhuang, M., Zhu, W., Huang, L. and Pan, W. T. (2022). Research of influence mechanism of corporate social responsibility for smart cities on consumers' purchasing intention. Library Hi Tech, 40(5), 1147-1158.
There are 45 citations in total.

Details

Primary Language English
Subjects Demography (Other)
Journal Section Makaleler
Authors

Hande Ayhan Gökcek 0000-0001-6349-3023

Hilal Kılıç 0000-0002-6628-4080

Onur Türker 0000-0001-6349-3023

Publication Date October 24, 2023
Submission Date September 14, 2023
Published in Issue Year 2023 Volume: 13 Issue: 2

Cite

APA Ayhan Gökcek, H., Kılıç, H., & Türker, O. (2023). Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective. Yalova Sosyal Bilimler Dergisi, 13(2), 299-314.
AMA Ayhan Gökcek H, Kılıç H, Türker O. Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective. YSBD. October 2023;13(2):299-314.
Chicago Ayhan Gökcek, Hande, Hilal Kılıç, and Onur Türker. “Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective”. Yalova Sosyal Bilimler Dergisi 13, no. 2 (October 2023): 299-314.
EndNote Ayhan Gökcek H, Kılıç H, Türker O (October 1, 2023) Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective. Yalova Sosyal Bilimler Dergisi 13 2 299–314.
IEEE H. Ayhan Gökcek, H. Kılıç, and O. Türker, “Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective”, YSBD, vol. 13, no. 2, pp. 299–314, 2023.
ISNAD Ayhan Gökcek, Hande et al. “Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective”. Yalova Sosyal Bilimler Dergisi 13/2 (October 2023), 299-314.
JAMA Ayhan Gökcek H, Kılıç H, Türker O. Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective. YSBD. 2023;13:299–314.
MLA Ayhan Gökcek, Hande et al. “Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective”. Yalova Sosyal Bilimler Dergisi, vol. 13, no. 2, 2023, pp. 299-14.
Vancouver Ayhan Gökcek H, Kılıç H, Türker O. Moderator Role of Word of Mouth Marketing on The Impact of Public Relations on Purchase Intention From an Integrated Marketing Communications Perspective. YSBD. 2023;13(2):299-314.
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