Effects of ewom on consumer's purchasing behaviour: A research about cosmetic sector

In today's world, sharing of information among customers has gained importance with the rapid development of globalization and technology. Along with the internet and information and communication technologies, online channels have converted word of mouth communication to electronic word-of-mouth communication. It is observed that electronic word of mouth communication is effective in the cosmetics industry to determine the need to choose among numerous alternative brand choices. Within the scope of this research, the effects of electronic word of mouth communication on purchasing behavior in the cosmetics industry were investigated. The results of the research conducted with 386 participants using quantitative methods show that the number of comments, trust in the comment and the quality of the comment positively affect the purchasing behavior; whereas the trust in the person who commented does not affect the purchasing behavior positively and the number of comments is the most effective factor to positively affect the purchasing behavior.