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Journals / Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi / 2020 / Cilt: 15 - Sayı: 1

Proposal of a Structural Model about Social Media and Electronic Word of Mouth Communication in Political Marketing Process

Siyasal Pazarlama Sürecinde Sosyal Medya ve Elektronik Ağızdan Ağıza İletişime Yönelik Yapısal Bir Model Önerisi

Ali TEHCİ
Salih YILDIZ
Pages
95–118
Publication Date
2020-04-01
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a result of the research, it has been reached that the political marketing social media factor affect to voter trust, loyalty and electronic word of mouth communication and these factors affect voter behavior.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The purpose of this study is to investigate trust, loyalty and electronic word of mouth communication in relation to political marketing social media factor on voter behavior through a structural model.
📊
Key Findings & Data:The survey data was obtained on the basis of the electronic questionnaire applied to 540 social media users.
💡
Conclusion & Impact:As a result of the research, it has been reached that the political marketing social media factor affect to voter trust, loyalty and electronic word of mouth communication and these factors affect voter behavior.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Siyasal Pazarlama · Sosyal Medya · Elektronik Ağızdan Ağıza İletişim

Abstract

The purpose of this study is to investigate trust, loyalty and electronic word of mouth communication in relation to political marketing social media factor on voter behavior through a structural model. The survey data was obtained on the basis of the electronic questionnaire applied to 540 social media users. The data was analyzed in statistical package programs, the hypotheses were tested with structural equation model. As a result of the research, it has been reached that the political marketing social media factor affect to voter trust, loyalty and electronic word of mouth communication and these factors affect voter behavior.

Özet

Bu çalışmanın amacı siyasal pazarlama sosyal medya faktörünün seçmen davranışı ile ilişkisinde güven, sadakat ve elektronik ağızdan ağıza iletişimin yapısal bir model aracılığı ile incelenmesidir. Araştırma verileri sosyal medya kullanıcısı 540 kişiye uygulanan elektronik anket neticesinde elde edilmiştir. İstatistik paket programlarında veriler analiz edilmiş, hipotezler yapısal eşitlik modeli ile test edilmiştir. Araştırma neticesinde siyasal pazarlama sosyal medya faktörünün seçmen güveni, sadakati ve elektronik ağızdan ağıza iletişime, bu faktörlerin ise seçmen davranışına etki ettiği sonucuna ulaşılmıştır.

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Cite This Article

TEHCİ, A., YILDIZ, S. (2020). Proposal of a Structural Model about Social Media and Electronic Word of Mouth Communication in Political Marketing Process. Eskişehir Osmangazi Üniversitesi İktisadi ve İdari Bilimler Dergisi, Cilt: 15 - Sayı: 1, 95–118. https://ajindex.com/articles/30430

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References (1)

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