Abstract:

Businesses can influence consumers' preferences, behaviors and attitudes by creating a positive brand image through public relations activities. For this reason, word of mouth (WOM) is a strategy frequently used by businesses today. However, there are not many studies in the literature to determine the factors affecting WOM. The aim of this study is to examine the relationship between consumers' public relations perception and positive WOM and the mediating role of brand image in this relationship. For this purpose, data were collected through questionnaires from students at two different universities in Turkey (n=582). As a result of the analysis, it was concluded that there is a positive relationship between public relations perception and brand image and positive WOM, and there is also a positive relationship between brand image and positive WOM. At the same time, brand image has a mediating role in the relationship between public relations perception and positive WOM. The use of research results by marketing practitioners in the sector will also make significant contributions in practice. Businesses can create more recognition or loyalty by making less costly promotional activities with public relations activities. Businesses can make the image of their brands more positive in the eyes of customers by establishing emotional bonds with customers through public relations activities. For this reason, businesses should attach importance to public relations studies in order to create a positive brand image and to ensure that consumers share positive information about the brand.

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