Abstract:

Electronic word-of-mouth behavior has undergone various changes with the development of internet technologies. Consumers are able to pass and give their opinions acquired their environment on Web 2.0 and social media period while seeking and reading intensively in the Web 1.0 period about products or services. In this study, the effect of electronic word-of-mouth on purchasing intention, frequently studied through a single behavior, by dividing it into three behaviors; opinion seeking, opinion passing, and opinion giving. The study was conducted in Turkey where social media is heavily used, and on Facebook the most popular platform. The data was gathered from 512 users through an online questionnaire. Results that can contribute to the sector have been achieved with descriptive statistics. Factor and regression analysis were used. Findings show that opinion seeking and opinion passing affect the purchase intention the most, but opinion giving doesn’t.

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