The effect of social media marketing on electronic word of mouth communication and purchase intention: A study related with Trendyol, Hepsiburada and Amazon users

The present study investigates the effects of social media marketing on consumers' electronic word-of-mouth (e-WOM) behaviors and purchase intentions. The primary aim of the research is to determine the extent and direction of the influence that social media marketing activities exert on consumers' e-WOM behaviors and purchase intentions. A quantitative research design was adopted, and a questionnaire with demographics form developed by researcher used as the data collection tool. The sample of the study consists of 620 consumers who have made online purchases from e-commerce platforms such as Trendyol, Hepsiburada and Amazon. According to the findings, the entertainment, trendiness and personalization features of e-commerce sites in social media marketing influence consumers' e-WOM behavior. However, the interaction feature was found to have no effect on consumers' e-WOM behavior. On the other hand, interaction, trendiness and personalization influenced purchase intention whereas entertainment did not. Finally, e-WOM behavior positively influenced purchase intention.