The role of traditional and electronic word-of-mouth (e-WOM) in consumers' evaluation of organic cosmetic products

The main purpose of this thesis study is to determine the role of traditional and electronic word-of-mouth communication (e-WOM) in consumers' evaluation of organic cosmetic products. In this regard, a quantitative research method was adopted. The study employed a random sampling method, and the sample consisted of 504 consumers. Research data were collected through face-to-face surveys. The study examined the effects of both offline (traditional) and online (electronic) dimensions of positive and negative word-of-mouth (WOM) communication on consumers' perceptions of preference, availability, and distinctiveness in evaluating organic cosmetic products.In the analysis of the collected data, descriptive statistics were used alongside goodness-of-fit tests and univariate distribution analyses, followed by confirmatory factor analysis and structural equation modeling. As a result of this research, which investigated the effects of traditional and electronic word-of-mouth communication on consumer evaluations of organic cosmetic products, it was found that today's consumers do not rely solely on product information during the evaluation stage; they are also influenced by other consumers' experiences, recommendations, and reviews shared in digital environments. The findings indicate that both forms of communication play a significant role in shaping consumer preferences. The results further reveal that positive word-of-mouth communication has a more pronounced impact on consumers' evaluations of organic cosmetic products.