Abstract:

Electronic word of mouth (e-WOM), which has entered our lives as a result of the technological revolution in the world, is an important source of information for today's consumers and businesses. Consumers can shape their purchasing behavior in line with the information obtained with e-WOM. The aim of the study is to investigate the effects of electronic word-of- mouth communication on the consumers purchase intentions using Information Acceptance Model. For this purpose, an online questionnaire was applied to social media users aged 18 and over living in Ankara and the data obtained were analyzed with the SPSS 22 program. According to the results e-WOM information quality, credibility, needs of information and attitude toward information positively affect information usefulness. The usefulness of e-WOM information on social media affects the information adoption. Finally, it was determined the adoption of information and the attitude towards information positively affect the purchase intention.

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