ABSTRACT

Although previous researchs revealed that consumers affect each other through word of mouth marketing (WOMM), there are not enough researchs on online reviews as a new environment with the development of the internet efficiency and its impact on the. For this purpose the relationship between the general attitude toward the online consumer review and the dimensions of WOMM -positive and negative WOMMhas been investigated. Moreover, the mediating role of intention of buying on the this relationship has been evaluated. The participants were selected by quota sampling method and 500 students were selected from Trakya University. The data were collected at the same point of time (cross-sectional data) and the survey consisted of 43 questions. The data collected were analyzed by using SPSS STATISTIC and AMOS 21 programs. As a result of this research, it is found that there’s a significant relationship between general attitudes toward online consumer reviews and positive WOMM. However, a significant relationship between the general attitude toward online consumer reviews and negative WOMM could not be identified. It has been concluded that intention of buying has a mediating role on the relationship of general attitude toward online consumer reviews and positive WOMM.