Özet:

The increased ability to search and share information with the Web 2.0 technology has made eWOM (electronic oral communication) more important. In this regard, the purpose of the research is to identify the relationship between consumers’ eWOM search motivations and online corporate image perception. However, another purpose of the study is to analyze whether eWOM search motivations have a direct and meaningful impact on online corporate image perception. In this context, the relationships between the variables have been tested using the data of the survey applied to the social media users with the method of targeted sampling and the theoretically revealed hypotheses have been tested. In addition, the analysis of the research, identifying statistics, factor analysis, eWOM search motivations and the relationship and level of impact between the online corporate image perception, correlation analysis and multi-linear regression analysis were performed, respectively, in order to measure the relationship and level of impact. The study found that there was a meaningful relationship between the sub-dimensions of the eWOM search motivation factor and the online corporate image perception factor over the positive and medium force. In addition, a multi-linear regression analysis found that the subdimensions of the eWOM search motivation factor have a direct, meaningful but weak effect on the online corporate image perception variable. In this direction, consumers' oral to oral communication in the internet environment related to brands can influence the perceptions of the target audience, shape the corporate image and build long-term relationships and increase the brand commitment.

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