With the widespread use of the Internet, consumers who want to learn about products without time and space limitations and who tend to luxury consumption can easily access information through electronic word-of-mouth marketing. This method helps consumers to shape their purchasing decisions by analyzing the information on online platforms and the comments of other users before purchasing a new product. In addition, consumers guide other consumers by sharing their experiences, thoughts and evaluations about the products they have purchased. Therefore, electronic word-of-mouth marketing has a significant impact on consumers' decision-making processes.

This study aims to examine the mediating role of electronic word-of-mouth (e-WOM) marketing in the effect of electronic service quality on retailer image. In the study conducted on a sample of 383 online shoppers, electronic service quality, retailer image and electronic word-of-mouth scales were used. The findings of the analysis showed that the total effect of electronic service quality on retailer image was statistically significant before the e-WOM variable was added to the model. However, with the inclusion of the e-WOM variable in the model, it was determined that the direct effect of electronic service quality decreased and this decrease was statistically significant. In addition, the fact that the indirect effect of e-WOM, which is the mediating variable, is also significant, reveals that electronic word-of-mouth marketing plays a partial mediating role in the relationship between electronic service quality and retailer image.