The Impact of The Social Media Marketing on E-Wom Communication
DOI:
https://doi.org/10.5281/zenodo.20573570Anahtar Kelimeler:
Social Media Marketing- Electronic Word of Mouth- Purchase IntentionÖzet
This study analyzes the impact of social media marketing (SMM) on consumers' electronic word-of-mouth (e-WOM) behaviors and purchase intentions, specifically identifying which SMM dimensions drive these outcomes. Quantitative analysis method was used in the study. Data were collected via a structured questionnaire from a sample of 620 online consumers active on platforms such as Trendyol, Hepsiburada, and Amazon. Findings indicate that entertainment, trendiness, and personalization significantly influence e-WOM behavior. Notably, interactivity was found to have no significant effect on e-WOM. On the other hand, interaction, trending, and personalization were significant determinants of purchase intention, while entertainment did not have a direct impact. These results suggest that while hedonic content drives peer-to-peer sharing, utilitarian and interactive elements are more critical for driving actual purchase intent.
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