2024
DOI: 10.24288/jttr.1439577
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Effect of sponsored social media advertisements and word-of-mouth communication on consumer purchasing behavior in tourism: A case study of Facebook

Sebine Beşirova

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… Show more

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