The mediation effect of social media on the relationship between worth of mounth communication and purchase styles

Today's technological innovations have brought about changes in the way consumers meet their needs and share their experiences. Especially with the pandemic period, shopping, social life and communication have become more widespread in the online channel. This study aims to investigate the effect of word of mouth on individuals' purchasing styles and the mediating role of social media in this interaction. Consumers between the ages of 18-65 constitute the main mass of the research. After eliminating the missing and erroneous answers of the questionnaires, 391 questionnaire forms were evaluated. As a result of the analyzes made through SPSS 21 and AMOS 24 statistical package programs, it has been determined that there is a positive and significant relationship between word of mouth communication and purchasing styles, and that social media has a partial mediation effect in this relationship.