A REVIEW ON THE MEDIATION ROLE OF CUSTOMER SATISFACTION IN THE EFFECT OF BRAND IMAGE ON E-WOM MARKETING

Abstract

Today, the survival of businesses with increasing competition in the market environment is becoming tougher. Therefore, businesses have tended to make a difference in the product they offer to consumers to achieve their goals and make a profit. In this context, businesses try to create a brand image to ensure that the products they produce are preferred by consumers. Because the primary choice of consumers for a product is the image of that product. The fact that businesses have a positive image contributes to the positive marketing of this brand by consumers in an electronic environment. On the contrary, the bad image of the enterprises will lead to a negative word of mouth marketing. For this reason, it is extremely important for businesses to have a strong brand image in order to turn their word of mouth marketing activities in an electronic environment in their favor. At the same time, if the consumer is not satisfied with the product used, it will change the progression of word-of-mouth marketing in the electronic environment positively or negatively. In this study, it is aimed to explain how customer satisfaction plays the mediating role of in the effect of brand image on electronic word of mouth marketing. For this reason, a detailed literature study has been conducted and statistical data on this subject has been investigated.