Yeni dijital on yıl covıd-19 dijital pazarlama üzerindeki etkisi ve tüketici davranışı üzerindeki etkisi
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Date
2022
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Open Access Color
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Abstract
COVID-19 pandemisinin gelişiyle birlikte, kısıtlayıcı bir düzenleyici karantina, işletmeleri kapanmaya zorladı ve onları müşterilerine çevrimiçi kanallar aracılığıyla ulaşmak için pazarlama stratejilerini dijital pazarlama yaklaşımlarına değiştirmeye ve tüketicileri bu süreçte satın alma alışkanlıklarını değiştirmeye zorladı. dönem. Bu araştırma çalışmasında, bu tezin temel amacı, pandeminin dijital pazarlama üzerindeki etkisini incelemek, tüketici davranışına odaklanmak; dijital pazarlama müdahalesinin bir göstergesi olarak sosyal medyanın etkisiyle birlikte, pandemi öncesi, pandemi sırası ve post-pandemi olmak üzere üç önemli dönemde satın alma alışkanlıklarındaki farklılıkları ayırt ediyor. Üç aşamanın inceleme zaman çizelgesi şu şekilde olacaktır: Pandemi öncesi, pandeminin ortaya çıkmasından hemen önceki dönemi belirtir. Son olarak, pandemi sonrası dönem, karantina sonrası şu ana kadar olan dönemi temsil eder. Bu bağlamda literatür taraması dijital pazarlama, tüketici davranışları ve pandemi konularını kapsamaktadır. Ardından, Türk tüketicilerinin temeli olan 313 katılımcıya, satın alma davranışının üç aşamasındaki farklılıkları karşılaştırmaları için bir anket verildi. Yapılan analiz sonucunda, COVID-19 pandemisinin tüketicinin satın alma alışkanlıklarını etkilediği, mağaza içi alışverişten online alışverişe kadar alışveriş yöntemlerini dijitalleştirdiği ortaya çıktı. Pandemi döneminde sosyal medya kullanımının pandemi öncesi ve sonrası döneme göre artması, dijital pazarlamanın iş dünyası tarafından giderek daha fazla uygulandığını gösteriyor. Bu aynı zamanda dijital pazarlamanın, pandeminin başlangıcından bu yana tüketicinin çevrimiçi satın alma davranışındaki kaymanın da bir nedeni olduğunu gösteriyor. Hatta pandemi nedeniyle tüketicilerin zihniyet, yaşam tarzı gibi hayata dair algıları da etkilendi.
With the arrival of the COVID-19 pandemic, a restrictive regulative quarantine has forced businesses to shut down and has pushed them to change their marketing strategies to digital marketing approaches to reach their customers through online channels and forced consumers to change their purchasing habits during this period. In this research study, the main objective of this thesis is to inspect the impact of the pandemic on digital marketing, shedding focus on consumer behavior; distinguishing the differences in purchasing habits, in three significant periods: pre-pandemic, during the pandemic, and post-pandemic, along with the influence of social media, as an indication of digital marketing interference. The examination timeline of the three phases would be as follows: pre-pandemic indicates the period right before the pandemic occurrence. Lastly, the post-pandemic era represents the post- quarantine period until the present moment. In this context, literature review covered digital marketing, consumer behavior and the pandemic. Then, 313 respondents—the basis of Turkish consumers—were given a questionnaire to complete to compare the variations in their three phases of purchasing behavior. As a result of the analysis, it was found out that COVID-19 pandemic has influenced the consumer's purchasing habits, digitalizing its shopping methods from in- stores to online shopping. The use of social media has expanded during the pandemic compared to the pre-and post-pandemic era, indicating that digital marketing was practiced increasingly by business. This also indicates that digital marketing was also a reason for the shift of consumer's online purchase behavior since the beginning of the pandemic. In fact, consumers' perception of life such as mindset, lifestyle, has also been influenced because of the pandemic.
With the arrival of the COVID-19 pandemic, a restrictive regulative quarantine has forced businesses to shut down and has pushed them to change their marketing strategies to digital marketing approaches to reach their customers through online channels and forced consumers to change their purchasing habits during this period. In this research study, the main objective of this thesis is to inspect the impact of the pandemic on digital marketing, shedding focus on consumer behavior; distinguishing the differences in purchasing habits, in three significant periods: pre-pandemic, during the pandemic, and post-pandemic, along with the influence of social media, as an indication of digital marketing interference. The examination timeline of the three phases would be as follows: pre-pandemic indicates the period right before the pandemic occurrence. Lastly, the post-pandemic era represents the post- quarantine period until the present moment. In this context, literature review covered digital marketing, consumer behavior and the pandemic. Then, 313 respondents—the basis of Turkish consumers—were given a questionnaire to complete to compare the variations in their three phases of purchasing behavior. As a result of the analysis, it was found out that COVID-19 pandemic has influenced the consumer's purchasing habits, digitalizing its shopping methods from in- stores to online shopping. The use of social media has expanded during the pandemic compared to the pre-and post-pandemic era, indicating that digital marketing was practiced increasingly by business. This also indicates that digital marketing was also a reason for the shift of consumer's online purchase behavior since the beginning of the pandemic. In fact, consumers' perception of life such as mindset, lifestyle, has also been influenced because of the pandemic.
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İşletme, Business Administration