Page 71 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.80, # 1, 2023, pp. 67-82

Online product advertising can offer hedonic value by raising perceived enjoyment in
addition to utilitarian value by raising perceived awareness (Hilken, Ruyter,
Chylinski, Mahr and Keeling, 2017). An online buying experience that is more
interactive and lively can improve enjoyment. The enjoyment element is stimulated
by interactive and live encounters, which play a significant role in fostering a more
pleasant emotional experience and making transactions more exciting and delightful.
Together with technological advancements, the development and enhancement of
numerous entertaining aspects like interactivity on websites where digital consumer
transactions are completed have raised the entertainment level. This view is also
supported by research by Rajamma and Neeley (2005) that shows online shoppers
enjoy shopping more than non-internet consumers also supports this idea. Based on
the above, we can propose the following hypothesis:
H4: There is a positive relationship between digital consumption and enjoyment in
Azerbaijan.

Word of mouth (WOM)
Word of mouth (WOM) is defined as a customer's assessment of a product, which may
be based on online shopping and be actual, potential, or past. (Henning Thurau, Gwinner,
Walsh and Gremler, 2004). Positive or negative reviews of goods or services posted by
customers on social media are known as electronic word of mouth or EWOM (Chan and
Yang, 2021). Furthermore, word-of-mouth in business contexts encourages clients to
spread their thoughts, ideas, or responses to a firm, a commodity, or a service with others.
For firms aiming to influence clients, positive word of mouth is seen as a potent marketing
communication method. For social networking and word-of-mouth functions based on
trust, people rely on family, friends, and other members of their social network. Based on
the above, the following hypothesis is proposed:
H5: Digital consumption has a positive impact on word of mouth among consumers
in Azerbaijan.
Figure 1: Research Model

Source: Created by the author

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