Effect of sponsored social media advertisements and word-of-mouth communication on consumer purchasing behavior in tourism: A case study of Facebook

Authors : Sebine Beşirova

Pages : 23-31

Doi:10.24288/jttr.1439577

View : 128 | Download : 197

Publication Date : 2024-03-31

Article Type : Research Paper

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.
Keywords : Social media, Advertising, Facebook, Consumer purchasing behavior, Word of mouth communication