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Corporate Reputation and Customer Loyalty in Social Media: An Analysis of Turkish Mommy Bloggers' Instagram Pages
Abstract
The chapter explores the relationship between online corporate reputation and customer loyalty through the Instagram posts of Turkish mommy bloggers, one of the significant online communities of organizations. Designed as an exploratory research, the chapter also investigates the components that constitute corporate reputation and how they affect customer loyalty according to bloggers. For this purpose, Instagram pages of Turkish mommy bloggers with the highest number of followers were analyzed by participant observation and content analysis methods. The main findings of the research show that the factors that constitute corporate reputation according to bloggers are product-service quality, emotional appeal, and social responsibility, respectively, while their customer loyalty is found at an attitudinal level, which supports word-of-mouth communication and loyalty intention.
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