This study analyzes the impact of social media marketing (SMM) on consumers' electronic word-of-mouth (e-WOM) behaviors and purchase intentions, specifically identifying which SMM dimensions drive these outcomes. Quantitative analysis method was used in the study. Data were collected via a structured questionnaire from a sample of 620 online consumers active on platforms such as Trendyol, Hepsiburada, and Amazon. Findings indicate that entertainment, trendiness, and personalization significantly influence e-WOM behavior. Notably, interactivity was found to have no significant effect on e-WOM. On the other hand, interaction, trending, and personalization were significant determinants of purchase intention, while entertainment did not have a direct impact. These results suggest that while hedonic content drives peer-to-peer sharing, utilitarian and interactive elements are more critical for driving actual purchase intent
Özcan et al. (Tue,) studied this question.