Identifying the factors affecting the usability of the information obtained in electronic mobile marketing on social media

In today's increasingly competitive environment and rapidly evolving technological world, many sources of information affect consumers in their purchasing decisions. One of the most important of these sources of information is electronic word of mouth (eWOM). eWOM, which expresses the sharing of comments and experiences made by consumers in forums, social media and blogs, in virtual environment and over the internet, is increasingly affecting consumer decisions. It is desirable for businesses to have positive shares, but if shares are negative, sales may be affected. Businesses have tended to use eAAP to both win back consumers who have had a negative experience and therefore share it, and to promote their products. Businesses need to understand how this affects consumer buying intent and decisions in order to use eWOM more effectively. The purpose of this study is to uncover the relative impact of eWOM on consumer purchase intent. At the same time, it is intended to contribute to academic studies on the subject. Using the literature, a model of factors influencing consumer purchase intent will be created and made up of eWOM components. Applying a questionnaire to the resulting model, the surveys are analyzed using the SPSS program. The results of the analysis are used to determine whether the tendency to search for information and the attitude to information exchange influence the consumer's purchase intention.