ÜNİVERSİTE ÖĞRENCİLERİNİN DİJİTAL PAZARLAMAYA YATKINLIK DÜZEYLERİNİN BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA

Hatice Dilara Keskin; Hüseyin Sabri Kurtuldu

Research Article

A RESEARCH ON DETERMINING THE UNIVERSITY STUDENTS’ PROCLIVITY LEVEL TO DIGITAL MARKETING

Year 2018, Volume: 7 Issue: 14, 117 - 128, 05.01.2019

Hatice Dilara Keskin , Hüseyin Sabri Kurtuldu

Abstract

The aim of the study is to determine the social media tools used by university students, the awareness level
about digital marketing applications, and the impact on the proclivity level for digital marketing when they
spend time on social media. A questionnaire was applied to 450 university students studying from different
faculties, departments and classes in Karadeniz Technical University Kanuni campus. Multiple regression
analysis was used as a statistical method. In the study, it was concluded that the students’ awareness level about
digital marketing applications affects their proclivity level to digital marketing.

Keywords

Digital Marketing, Proclivity Level, Regression Analysis

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