The Effect of Electronic Word-of-Mouth Communication (e-WOM) on the Conspicuous and Materialist Consumption: Research on Generation Z


  •  Aysel Kurnaz    
  •  Orhan Duman    

Abstract

The aim of this study which derives its generation data from generation Z is to analyze the effect of electronic word-of-mouth communication (e-WOM) on the conspicuous and materialist consumption. The sample of this study consists of 12th grade students, representing the generation Z, who were born in 2000 and after. Students were selected from a total of 26 high schools in four districts of Balıkesir city in Turkey; districts of Bandırma, Gönen, Erdek and Manyas. A questionnaire was applied to the participants using the convenience sampling method. A total of 1065 questionnaires were found suitable for evaluation. Collected data were analyzed through first-order confirmatory factor analysis and Structural Equation Modeling (SEM). It was concluded at the end of this study that e-WOM communication type triggered a significant and positive effect on conspicuous and materialist consumption.



This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1833-3850
  • ISSN(Online): 1833-8119
  • Started: 2006
  • Frequency: bimonthly

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