ELEKTRON KOMMERSİYADA QULAQDAN QULAĞA MARKETİNQİN SATINALMA QƏRARINA TƏSİRİ: BAKI ŞƏHƏRİ ÜZRƏ
EFFECT OF WORD OF WORD MARKETING ON PURCHASE DECISION IN ELECTRONIC COMMERCE: BAKU CITY

Summary/Abstract: With the development of marketing, consumers are looking for different methods to ensure their purchasing behavior and make the right decision. Thinking that marketing strategies such as advertising, are not reliable, they try to gather information about the product or service from people around them, whom they trust. Thus, word-of-mouth marketing becomes an important source of information and plays an important role in consumers' purchasing decision process. Also, with the development of technology, people can no longer make purchasing decisions by reading online reviews of a product or service from consumers around the world, rather than from those in their immediate physical surroundings. Electronic word-of-mouth marketing known as reviews and recommendations on online platforms is becoming increasingly important in purchasing decisions. In this study, the effect of word-of-mouth marketing on the purchase decision in e-commerce was conducted for Baku city. The questionnaire was completed by 300 people who lived in Baku and the data was analyzed using SPSS 29 statistics program. Analyzes such as Factor, Anova, Regression, Correlation, T-test, and Reliability were performed. As a result of the analysis, it was determined that electronic and traditional word-ofmouth marketing has a meaningful and positive effect on the purchase decision.

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