The effects of electronic word of mouth marketing on consumerbehavior and purchasing decision: The case of Sakarya University Faculty of Communication

The development of new internet technologies increases the interest in social media and provides information sharing on online platforms. The purpose of this research is to reveal the influence of electronic word of mouth marketing on the younger generation and what factors are affected before purchasing a product or service. This study is important because it focuses on the university students of electronic word of mouth marketing with different groups. The lack of research on this subject is thought to be the source for both the literature and the work to be done thereafter. According to the results of the research, consumers are more prone to negative word of mouth marketing activities. It has been determined that a product is most closely related to service and sharing with close friends. Accordingly, consumers have reviewed and considered the comments made in electronic media; but they also make purchasing decisions by meeting with their immediate surroundings. In this thesis, it was tried to measure the effect of electronic word of mouth marketing on the purchasing decisions of university students.