@article{article_1606205, title={A QUALITATIVE RESEARCH ON DIGITAL CONSUMPTION BEHAVIORS OF SYRIANS LIVING IN TÜRKİYE}, journal={Pazarlama ve Pazarlama Araştırmaları Dergisi}, volume={18}, pages={383–424}, year={2025}, author={Karaman, Ali and Vesek, Sait}, keywords={Digital marketing, Consumer behavior, Qualitative research, Syrians, Migration}, abstract={The purpose of this study is to examine the consumption habits and digital consumer behaviors of Syrians residing in Turkey on digital platforms. This research is designed as qualitative research. In this study, semi-structured interview form, which is the most preferred data collection tool in qualitative research, was implemented. Interviews were performed over the phone with the assistance of an interpreter. The “content analysis” technique, which is widely used in qualitative research, was used to analyze the research data. All data collected throughout the research were computerized (documented) and coding, categorization and thematization (thematic coding) were performed using the Maxqda program. In the analysis of the research data, Maxqda program was used to reach the frequency and percentage distributions of the thematic code list and to draw conclusions from these data. According to the findings of the research, it was concluded that the majority of Syrian migrants try to maintain their consumption habits from the past and try to establish businesses that will allow them to continue their old consumption habits in their new settlements. However, in terms of consumer behavior in digital platforms, it has been observed that the adaptation of Syrian consumers to digital platforms is moving forward as a process and their behavior towards digital consumption is developing. When the factors affecting the consumer behavior of Syrian migrants are examined, it is concluded that the price of the product is the most determining factor, followed by factors such as consumption habits, purchasing power, halal product and product quality.}, number={2}, publisher={Pazarlama ve Pazarlama Araştırmaları Derneği}, organization={yok}