A study on the role of brand trust in the relationship between electronic word of mouth and brand loyalty

Nowadays, the active use of internet technology enables consumers to reach the information which is about the specific brands and products shared by different customers. The criteria evaluated in the adoption of the information vary from person to person. Therefore, in the electronic word of mouth concept which is examined by information adoption model; information comprehensiveness, information relevance, information usefulness, source trustworthy and homophily dimensions come into prominence. In this context, online customer reviews which are covered by electronic word of mouth affect customer's brand attitudes. In highly competitive market environment, organizations aim to stand out among their competitors by creating brand loyalty and brand trust. Consequently, in this study; the mediating role of brand trust in the relationship between electronic word of mouth and brand loyalty.