Electronic word of mouth (e-Wom) and hedonic consumption relationship

Today, when technological developments continue one after the other, internet plays a leading role. The internet, which provides the world with a simple, fast and economical manner, continues to act effectively. Thanks to people on the internet; They can provide instant communication without limitations such as geographical distances, complicated processes, waiting times and the like and there are many other issues such as education, culture and arts activities, entertainment, sports, books, magazines, newspapers, reservation transactions, bureaucratic transactions and of course shopping in today's conditions. They can benefit from the convenience of the environment. With the presence of the shopping environment, the Internet has become more and more popular in human life. At this point, businesses have moved to develop brand new marketing methods and to be able to achieve this field activity. This study was carried out to measure the effects of marketing on the internet from the Internet on the consumer and the hedonic consumption relation of consumption through this marketing. In line with the comprehensive literature study, hypotheses appropriate to the topic have been developed. The survey was conducted in Kayseri province through a questionnaire consisting of 6 different scales. The obtained data were processed in the Spss 22.0 packet program and the statistics were analyzed. Correlation analysis conducted to measure the effects of demographic variables showed that women were more likely to make E-wom purchases than men, more likely to have positive E-wom behavior, and had more hedonic motives in consumption. However, age, marital status and income were measured to give different results according to the dependent variable. It has also been determined that as the E-wom increases in the purchasing decision, the positive E-wom and hedonic consumption will increase or decrease. According to the regression analysis to determine how much of the change in positive E-wom depends on the independent variables, E-wom and hedonic consumption in purchasing decision are determined as positive emotional expressions in E-wom. Keywords: Word-of-Mouth, E-Wom, Positive E-Wom, Hedonic Consumption.