Abstract:

This paper delves into the intricate dynamics between sponsored social media advertisements and word-of-mouth communication, focusing on their combined impact on consumer purchasing behavior in tourism, specifically within the Facebook platform. Data were collected through a survey using a quantitative research method, with a sample of 250 Facebook users. The SPSS program was employed for data analysis, utilizing t-tests, ANOVA, reliability, and correlation analyses to discern the relationship between consumer purchasing behavior, social media advertisements, and word-of-mouth communication. The research findings indicate that gender and word-of-mouth communication significantly influence Facebook-sponsored advertisements, guiding consumers toward purchasing behavior in tourism.

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