Akademik Veri Yönetim Sistemi
INTERNATIONAL RESEARCH IN SOCIAL, HUMAN AND ADMINISTRATIVE SCIENCES XIX, Assist. Prof. Dr. Ömer Sezai ŞENEL, Editör, Eğitim Yayınevi, İstanbul, ss.85, 2023
Digital communication is the process of exchanging information and communicating through the use of digital technologies. As an alternative to traditional communication methods, digital communication takes place through computers, smartphones, tablets, social media platforms, e-mail, text messages, video conferences, websites and other digital channels. Digital communication encompasses communication between individuals, interaction between businesses and their customers, education and information sharing.
The main purpose of this
study is to examine the effects of digital marketing on consumers' purchasing
behavior in today's world where digital communication is evolving every day.
Understanding how consumers make evaluations through digital marketing
interactions through media tools using digitalization and how these
interactions affect their purchasing processes is a critical element to gain
competitive advantage in today's business world. Furthermore, it is important
to not only identify the effects of digital marketing on consumers' purchase
decisions, but also to examine how these effects have changed and evolved over
time. By focusing on understanding the complex relationship between the world
of communication, digital marketing and consumer buying behavior, this study
aims to explore how businesses can thrive in this changing landscape. In this
sense, exploring how decisive digital communication and digital marketing are
in today's consumer world is an important topic for both academia and business.