Revista Internacional de Economía y Ciencias de la Gestión

A SURVEY ON DETERMINANTS OF WORD OF MOUTH IN SOCIAL MEDIA

Abstract

Tulin Durukan and Ibrahim Bozaci

As a result of recent technological improvements, social media is an issue to be investigated in terms of marketing science since consumption related communications are occurred in this area. The goal of this study is to illuminate the word of mouth in social media and reasons of this behavior. Under this framework previous studies are researched and initial data were gathered by survey study which was made with undergraduate students of Faculty of Economics and Administrative Sciences of Kirikkale University who are common users of social media. Statistical analyses were conducted to illuminate the issue on gathered data namely; reliability, factor, and correlation analysis. As a result of analyses; positive attitudes toward social media, credibility of information generated in social media, social media using experience, attitudes toward marketing with social media, extraverted personality, daily social media using duration, quantity of friends in social media, credibility of friends in social media, credibility of relationships in social media and technology using anxiety are specified as main factors that affect word of mouth behavior in social media. At last findings were interpreted and suggestions for future studies were made.