The role of consumer reviews on brand trust and perceived quality

The modern marketing approach puts the consumer at the centre as the primary focal point. Therefore, the concepts of brand, brand trust and word-of-mouth marketing, consumer comments, perceived quality are very important issues. In addition, with the increasing access of consumers to information about brands, it has been concluded that word-of-mouth marketing is extremely important in shopping decisions. It is thought that consumers' sharing their positive and negative evaluations about a product they have purchased with others through word-of-mouth communication plays an important role in the decision-making process of consumers. Such recommendations are of great importance. Technology products that make life easier are seen as an important market in the economy. For this reason, "The Role of Consumer Comments on Brand Perception and Trust of Xiomi Brand", which operates in the technology products sector in Turkey, has been investigated. A survey was conducted among potential customers of XIAOMI. Purpose of the study: It is envisaged to reach a certain target group among the potential users of the Xioami brand, which is known as a valuable and innovative brand known in Turkey and in the world, and to analyse the effectiveness of "The Role of Consumer Reviews on Perceived Quality and Brand Trust". With this master's thesis; A research was conducted on the effect of consumer comments on the perceived quality and brand trust of the XİOMİ brand, which operates in the technology products sector in Turkey, and the concepts of "Word of Mouth", "Perceived Quality" and "Brand Trust" were examined. Keywords: Word of Mouth Marketing, Brand Trust, Perceived Quality. Consumer Reviews