KADINLARIN INSTAGRAM GİYİM MARKA SAYFALARINA KATILIMINA YÖNELİK MARKA FARKINDALIĞI VE GÜVENİNİN AĞIZDAN AĞIZA İLETİŞİME ETKİSİ: Y VE Z KUŞAĞI ÜZERİNE BİR ARAŞTIRMA

Abstract

The aim of this study is to examine the effect of traditional word-of-mouth on brand awareness and trust for women's participation in Instagram clothing brand pages. This study focuses only on Instagram, a popular social media platform. In addition, Y and Z generation distinctions were made, focusing only on female users and traditional WoM. The sample of the study consists of 325 women participants in the Y and Z generations who knows the brands of women's clothing and has visited one of these brands at least once on Instagram. The survey form was distributed via Google Form. Analyzes were made with the SPSS package program. As a result of the analysis; among the women who are Instagram users, the brand awareness of those who are in the Z generation, and the participation of the Y generation on the brand pages, brand awareness and brand trust have a positive and significant effect on WoM communication. Considering the size of the clothing industry and the differences between generations, the present study will contribute to the literature by filling this research gap by suggesting a holistic perspective that combines intergenerational differences in women users, participation in brand pages, brand awareness and brand trust while investigating the effects of social networks on WoM in clothing brands.