The effect of electronic worth of mouth marketing on theconsumer purchase decision

Electronic word-of-mouth marketing, with the internet and social media being a part of human life, becomes more effective in consumers' purchasing decisions. The aim of this study is to examine the effects of electronic word of mouth on consumer purchasing decisions. A focus group interview method was used in the study. The results show that consumers read the comments of social media users before making a purchase decision, that is, electronic word-of-mouth marketing is decisive. The results obtained in the study revealed that despite the risks such as information pollution and trust, electronic word-of-mouth marketing is directly proportional to the consumer purchasing decision. These results are limited to the answers given by 9 participants between the ages of 18-24.