Effect of electronic word of mouth marketing on purchaseintention of consumer: A research on female consumers using instagram

Today, with the development of technology and increasing competition, consumers are influenced by many sources of information in the purchasing decision process. Among these sources of information, electronic word-of-mouth marketing stands out. Electronic word-of-mouth marketing (e-WOM) is a low-cost and effective marketing strategy. The communication activities carried out by consumers in relation to products and businesses on the internet can be effective in the pre-purchase research, creating alternative and decision-making processes of other consumers. E-WOM is expressed as sharing the experiences and comments in the environments such as social media, forums and blogs etc. Having positive comments is the fact that the business wants. If these comments are negative, it also affects the sales of the business negatively. Businesses have started to use e-WOM for preventing this situation, introducing their products and so on. In this study, survey questions have been directed to 520 female consumers with different demographic characteristics who use Instagram in Turkey by using a quantitative research method in order to examine the effects of the electronic word-of-mouth marketing on the purchase decisions of the consumer. In the study, it has been concluded that there is a negative relationship between age variable and the effect of e-WOM on purchasing, and that the effect of e-WOM and the intention to purchase increase as the Instagram usage time increases. Regarding the results, suggestions are developed in this area. Key Words: Word-of-Mouth Marketing (WOM), Electronic Word-of-Mouth Marketing (e-WOM) Management, e-trade, online consumer, purchase intention