DO DİGİTAL MARKETİNG APPLİCATİONS AFFECT CONSUMERS' UNPLANNED, COMPULSİVE AND HEDONİC PURCHASE BEHAVİORS?

Abstract

Developments in technology and the rise of digital marketing have significant impacts on consumers' purchasing process. Consumers are increasingly influenced by digital platforms and online marketing strategies in their purchasing decisions. Individuals are becoming more dependent on the internet and digital channels to research products, view prices and make purchasing choices at home. Digital marketing allows people to search for products or services online, view product features and media, purchase products and services, pay for products and services, and choose between in-person or in-store pickup options, providing free access and accessibility. In order to realize this content in this way; It is the determination of the effects of digital marketing on production and purchasing. Within the scope of the study, 399 volunteer consumers in Büyükçekmece district of Istanbul were reached through a face-to-face/online survey. With the explanation analysis made with the data obtained; There is a positive, moderately significant relationship between digital marketing and the purchasing process (r=0.516; p<0.05). With the regression analysis, digital marketing; It has an effect on the purchasing process (β=0.390; p<0.05) and its sub-dimensions (unplanned β=0.506; p<0.05, compulsive β=0.315; p<0.05, hedonic β=0.348; p<0.05).