Özet:

The criteria evaluated in the adoption of information vary from person to person. Therefore, in the electronic word of mouth (eWOM) concept which is examined by the information adoption model: information comprehensiveness, information relevance, information usefulness, source trustworthy, and homophily dimensions come into prominence. In this context, the perception and adoption criteria of customer reviews on online shopping sites, which are covered by eWOM, affect consumers’ brand attitudes. In a highly competitive market environment, organizations aim to stand out among competitors by creating brand loyalty and brand trust. In line with this information, in the study, the mediating role of brand trust in the relationship between eWOM and brand loyalty was researched. In this research, the questionnaire technique, one of the quantitative research methods, was used. The research model was tested empirically, using a sample of 401 respondents who does Internet shopping from solely online shopping websites. Respectively reliability analysis, factor analysis, regression analysis, and Sobel Test were applied to the variables in the research. According to the analyses, eWOM has a positive effect on brand loyalty through a brand trust has found. Additionally, it has found that information comprehensiveness, which is one of the dimensions of eWOM, has more effect on brand loyalty and brand trust than other dimensions.

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