The effect of social media shopping on word-of-mouth communication and purchase intention: A study

There are many researches, when the literature on social media marketing, use of social media and word of mouth communication are examined. However, the issue of browsing products on social media websites with utilitarian motivation, sharing information by word of mouth and purchasing on social media users in Turkey. In this study, the effect of shopping on social media on word of mouth communication and purchase intention was tried to be examined. The population of the study consists of social media users in Turkey. There are 433 social media users in the research working group. In the research, the data were analyzed by using the convenience sampling method and the survey technique with SPSS 22.0 programme. The majority of the participants are female users. The obtained data were analyzed by frequency analysis, correlation, regression and reliability analysis. According to the analysis result, it was found that the utilitarian dimensions of social media shopping and social media product browsing had a positive effect on utilitarian motivation. And also, it was found that word of mouth and purchase had a positive impact in social media product browsing.