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.
Social media Advertising Facebook Consumer purchasing behavior Word of mouth communication
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Birincil Dil | İngilizce |
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Konular | Dijital Pazarlama |
Bölüm | Araştırma Makaleleri |
Yazarlar | |
Proje Numarası | 1 |
Erken Görünüm Tarihi | 3 Mart 2024 |
Yayımlanma Tarihi | 31 Mart 2024 |
Gönderilme Tarihi | 19 Şubat 2024 |
Kabul Tarihi | 3 Mart 2024 |
Yayımlandığı Sayı | Yıl 2024 Cilt: 10 Sayı: 1 |