The Relationship Between Electronic Word-of-Mouth Marketing and Consumption Types: The Moderating Role of Income

Abstract

eWOM, a potent communication tool in today's digital age, is extensively utilized by consumers to evaluate products and services, share their experiences, and offer recommendations. Consumers now openly express their opinions about products and services through eWOM on online platforms such as social media, forums, and review websites. Therefore, understanding the impact of eWOM on consumer behaviour holds critical significance in shaping marketing strategies. This article examines how eWOM is specifically associated with conspicuous consumption and symbolic consumption and how these relationships are moderated by income levels. This study investigated the relationship between electronic word-of-mouth marketing (eWOM) and conspicuous consumption and symbolic consumption while considering the moderating role of income. A survey was conducted among 455 participants in the Karabük province, and the data were analyzed using Amos 20 and SPSS Process 21 software. The results confirm that eWOM influences both types of consumption. However, the moderating effects of income differ in this context. Income does not play a moderating role in symbolic consumption, meaning that consumers' interest in symbolic products or services remains unaffected by income levels. On the other hand, high-income individuals are observed to pay more attention to eWOM and prefer conspicuous consumption more frequently.