Authors:

K. Çelik1, A. Taş2

1 Bartin University, Bartin, Türkiye

2 Trabzon University, Trabzon, Türkiye

Abstract:

The spread of social media has altered consumers' purchasing behaviour, with social media posts playing a significant role in influencing consumers' decisions to buy or not to buy a product. The aim of this research is to examine the impact of electronic word-of-mouth (eWOM) through the Instagram platform on the intention to purchase cosmetic products. The study is anchored on consumer behaviour theory. The hypotheses proposed in this research were tested on 505 consumers who had engaged in cosmetic product transactions on Instagram. To analyse the collected data, structural equation modelling and confirmatory factor analysis were used. The results indicate that perceived eWOM credibility and information quality significantly influence consumers’ attitudes towards eWOM and their purchase intentions. Product involvement was also found to mediate the effects of eWOM credibility and information quality on attitudes towards eWOM. Specifically, as consumers’ involvement with cosmetic products increases, the effects of eWOM credibility and information quality on attitudes towards online recommendations become stronger. These findings provide practical insights for cosmetic retailers seeking to better understand consumer preferences and purchase intentions and strengthen their competitive position.

Keywords: electronic word-of-mouth (eWOM); social media; cosmetic products; communication; purchase intention.

For citation: Çelik K., Tas A. (2026). The impact of word-of-mouth communication on purchasing cosmetic products in social media. Upravlenets / The Manager, vol. 17, no. 4, pp. 79–92. DOI: 10.29141/2218-5003-2026-17-4-6. EDN: GLLEMS.

Article info: received February 19, 2025; received in revised form June 17, 2025; accepted February 4, 2026