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

Authors : Hande Ayhan Gökcek, Hilal Kiliç, Onur Türker

Pages : 299-314

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Publication Date : 2023-10-24

Article Type : Research Paper

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 : Tüketici Davranışı, Bütünleşik Pazarlama İletişimi, Halkla İlişkiler, Ağızdan Ağıza Pazarlama