Özet:

Through digital platforms, consumers now have information about products by watching/reading the experiences of others without having physical contact with the products. In terms of transferring experiences consumer engagement and created contents which are seen as elements of content marketing is thought to be an important concept. In this research with the contents offered by a certain platform, we have tried to predict consumer engagement and zero moment of truth which occurs in consumers by transferring the experiences through digital platforms. Past qualitative studies put forwards the effect of the contents on zero moment of truth and effect of zero moment of truth on consumer engagement. Supporting this situation with a quantitative study highlights the originality of this research. With the idea of understanding the perspective of created contents and contributing to the research model a preliminary study for this research were conducted through in-depth interviews with Onedio digital platform users who were determined as the sample. After the preliminary study, the hypotheses of the research were tested with 243 data obtained through a survey form. As a result, it has been examined that the content offered by the platforms and the zero moment of truth are effective at predicting consumer engagement. At the same time, it has been examined that trust for the digital platform increases with the effect of zero moment of truth. Increased trust for the digital platforms also predicts a part of consumer engagement.

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