Impulse buying is a common phenomenon of consumption today and its getting great attention from consumer researchers as well as marketers. It is important for companies to have a good understanding of factors triggering impulse buying. The main aim of this study is to identify the determinants influencing Turkish consumers’ impulse buying behavior in supermarkets. 593 surveys were taken into analysis which were collected between the dates 5-10 December, 2017. Regression analysis, t-test and ANOVA test were conducted to test the hypotheses. While some independent variables such as sales promotion and credit card usage found to be the affecting factors of impulse buying; variables such as income level is found to have no relation with impulse purchasing.

Many studies demonstrated that Internet penetration and time spent online increased considerably in Turkey. However, there are not enough studies focusing on users attitudes towards e-Word of Mouth. E-Word Of Mouth is seen as more credible than other marketing communications since it comes directly from other consumers. eWOM shows high accessibility compared to traditional WOM, therefore its tools such as online recommendations, reviews or product ratings, are used more often and it makes eWOM more powerful. Thus, it is important to understand online users' behaviors, particularly for those who participates in social networks and engage in eWOM in this environment. Clearly findings in this area will help and facilitate marketer's media selection to reach out its potential customers and align their marketing efforts in most efficient way. This study examines user's attitudes towards eWOM and looks at factors influencing eWOM. An online survey conducted among Internet users provides further evidence for increasing popularity of eWOM and demonstrates the power of eWOM in Turkey.

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