The effect of corporate reputation on perceived risk and repurchase behavior in digital marketing

Along with the development of technology, new methods and tools were needed in the corporate reputation process. The web-based corporate reputation process was known only as the company's website management. Currently, the content of web-based reputation management has expanded with the existence of new channels such as social media and digital marketing. This expansion, which includes new methods and tools, can bring advantages as well as disadvantages for companies. In order to be protected from possible disadvantages and to turn threats into opportunities, internal stakeholders of the company should have a sufficient understanding of reputation management. As a result of this new digital life, there have been differences in corporate reputation management practices. Among the increasing consumer, widespread media and sharing content, companies need to make extra efforts to make their voices heard. In this context, the study aimed to statistically analyze the effects of online shopping sites such as Trendyol, Hepsiburada, N11 and Gittigidiyor, which have the highest user traffic in Turkey, on their repurchase behavior by measuring the corporate reputations they create online and their risk attitudes perceived by the consumer. However, the mediating role of social media communication in these effects has been revealed. In addition, the online shopping attitudes and online platform usage profiles of the people participating in the study were interpreted. In this way, it is thought that how consumers' perceptions of companies are observed and the evaluations made will help companies develop marketing strategies on how to create and maintain positive corporate reputation in the digital market. With the COVID-19 pandemic, major changes have occurred in the habits of consumers. With the transfer of traditional shopping and payment methods to online shopping and mobile payment methods in Turkey, changes have also occurred in the marketing literature. It is thought that this study, which deals with the changes that have taken place, is important in terms of being a source for the literature. The study was carried out in Afyonkarahisar on people with online shopping experience. In this context, 510 people participated in the study. Descriptive-descriptive statistical analyzes of the obtained data were analyzed with the help of SPSS program and structural equation modeling was analyzed with the help of SmartPLS 4.0 program. As a result, it has been seen that the corporate reputation created in the online environment has a positive effect on the repurchase behavior and the social media communication created by the companies, and the social media communication created by the companies has a mediating effect on the relationship between the corporate reputation created in the online environment and the repurchase behavior. In addition to this situation, it was concluded that the social media communication created by the companies did not have a mediating effect on the relationship between perceived financial risk and repurchase behavior.