A comparison of consumer characteristics and their influence on the use of electronic word-of-mouth

• Main Author: Beheshti, Sina
• Other Authors: Fethi, Sami
• Format: Master Thesis
• Language: English
• Published: Eastern Mediterranean University EMU 2017
• Subjects: Business Administration; Marketing-Social Media-Word-of-mouth-Consumers' Decision Making; Word-of-mouth advertising-Consumer satisfaction-Marketing; Anava; sami
• Online Access: http://hdl.handle.net/11129/4087

This thesis examines the impact of word-of-mouth concept in social media on consumers’ decision-making for purchasing a product. One hundred and fifty-four responses from Eastern Mediterranean University, Turkish Cypriot and Turkish customers were used in the questionnaire. T-test and ANOVA analysis...