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THE ROLE OF ONLINE CUSTOMER REVIEWS IN CONSUMER BUYING PROCESS

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dc.contributor.author Yarimoglu, E.K.
dc.contributor.author Ozelturkay, E.Y.
dc.date.accessioned 2017-09-28T10:46:06Z
dc.date.available 2017-09-28T10:46:06Z
dc.date.issued 2017
dc.identifier.citation Yarimoglu, E.K. and Ozelturkay, E.Y.(2017). THE ROLE OF ONLINE CUSTOMER REVIEWS IN CONSUMER BUYING PROCESS.International Conference on Advanced Marketing 2017. Department of Marketing Management, University of Kelaniya, Sri Lanka.p 92. en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/17642
dc.description.abstract Online customer review contains positive or negative suggestions related to seller, and its products and services. It is one of the important e-word of mouth marketing activities. Nowadays, particularly young consumers have been interested in searching information online and reading comments online about the products and services that they plan to buy. In this study, the role of online customer reviews in buying process of young college-aged consumers was examined. The aim of the study was to identify whether positive or negative online customer reviews have any impacts on buying decision. A qualitative study was formed, and two focus group studies were conducted with seven participants in two different cities of Turkey, which take part in different regions and also have different subcultural characteristics. Focus group construct was formed by three parts as demographic questions, the questions related to online customer reviews, and the ranking questions about online customer reviews. Data was transcribed from the recorders and analyzed by two researchers separately. Findings were interpreted and shown in tables in order to give a clear explanation. As a result of the study, it was obtained that young college-aged consumers have been affected by online customer reviews of previous customers. There were some limitations in the study. The limitations and future research suggestions were shown lastly. en_US
dc.language.iso en en_US
dc.publisher Department of Marketing Management, University of Kelaniya,Sri Lanka. en_US
dc.subject Online customer reviews (OCRs) en_US
dc.subject electronic word of mouth marketing (e-WOMM) en_US
dc.subject focus group en_US
dc.subject Izmir en_US
dc.subject Adana en_US
dc.title THE ROLE OF ONLINE CUSTOMER REVIEWS IN CONSUMER BUYING PROCESS en_US
dc.type Article en_US


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