The Effect of Electronic Word of Mouth Marketing on Luxury Consumption Preference: A Research in the Tourism Sector*

Authors : Kader Gülsever, İnci Erdoğan Tarakçı

Pages : 391-414

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Publication Date : 2025-02-25

Article Type : Research Paper

Abstract :The purpose of the study is to define the impact of electronic word of mouth marketing on luxury consumption preference in accommodation establishment preference. Individuals aged 18 and older who have experienced in accommodation in the accommodation establishments constitute the population of the study. The research sample was determined by judgmental (deliberate, purposeful, decisional) sampling technique. In the study, data was collected from 427 people via online survey method. In addition to descriptive statistics, multiple deviant analysis, multiple normal distribution, reliability, factor analysis, simple linear regression and multiple regression analyses were performed on the data obtained. As a result of the study, it was defined that eWOM had a statistically significant effect on luxury consumption behaviour in accommodation establishment preference. With the regression analysis, it was revealed that the \\\"Predisposition to Online Product Reviews\\\" dimension, one of the eWOM sub-dimensions, does not have a significant effect on the \\\"Luxury\\\" dimension in the luxury consumption dimension, but has a important effect on the \\\"status\\\" dimension. Based on the findings, it was decuded that the \\\"General Reliability\\\" dimension, one of the eWOM sub-dimensions, has a significant effect on the \\\"Luxury\\\" and \\\"Status\\\" dimensions in the luxury consumption dimension.
Keywords : Elektronik Ağızdan Ağıza Pazarlama, Lüks Tüketim, Lüks Marka