Edin Güçlü SÖZERİşletme / Business Administration2024-05-252024-05-25201801309-071210.20491/isarder.2018.514https://doi.org/10.20491/isarder.2018.514https://search.trdizin.gov.tr/tr/yayin/detay/306095/electronic-word-of-mouth-e-wom-is-it-an-effective-tool-for-re-vitalizing-the-relationship-between-a-brand-and-its-ex-customershttps://hdl.handle.net/20.500.14517/1802The target of this study is to shed light into an unexplored area in the marketing literature by (1) identifying the factors contributing to the formation of a relationship re-vitalization effect of e-WoM in an e-commerce context, and (2) exploring the relationship between re-vitalization effect of e-WoM, current brand loyalty, current brand satisfaction level and old brand satisfaction level. The sample was chosen among the ex-customers of 3 e-retailers in Turkey and 150 customers responded to the survey. Model testing was done through Structural Equation Modeling (SEM) method. Results of the study indicate that re-vitalization of the relationship between the customer and his/her old brand through the e-WoM communication is the function of Tie Strength between the customer and e-WoM message source (sender), the satisfaction level with the old brand before leaving the brand and the brand loyalty level towards the current brand purchased. Brands need to employ e-WoM communication before ex-customers become loyal to their current brand.eninfo:eu-repo/semantics/openAccess[Sosyal > Sosyal > İşletme, Sosyal > Sosyal > İktisat]Article10497114306095