The effect of word of mouth marketing on consumer purchasing behaviors: An application in Van

In this research, the concepts of marketing and word of mouth marketing were defined and transferred in the light of the information in the literature, and the importance of these concepts for businesses was emphasized. The Effect of Mouth-to-Mouth Marketing on Purchasing Behaviors was examined in the province of Van. In the study, the data obtained by applying a questionnaire to 400 people who were reached by using random sampling method were analyzed by using SPSS 26 package program. In order to measure the reliability of the scale used, reliability analysis is used to determine the descriptive statistics, frequency analysis, independent t-test for two independent-variable analyzes, one-way analysis of variance for more than two independent-variable analysis, post-hoc test to determine differences between groups, and regression and correlation analyzes were conducted in order to examine the effect of the factors in the word of mouth marketing communication scale on the purchasing decision.Significant differences were found in the factor averages in the Word of Marketing Communication Scale in terms of groups of demographic variables. And "Receiver's Expertise", "Sender's Expertise", "Perceived Risk" and "Tie Strength" factors play an effective role in making the Purchase Decision; however, it was concluded that the "Demographic Similarity" factor did not affect the Purchase Decision.