The Effect of Consumers' Competence in Using Digital Marketing Tools on Digital Product Perceptions

Yıl 2023, Cilt: 18 Sayı: 72, 495 - 525, 19.10.2023

Abdullah Ballı

https://doi.org/10.19168/jyasar.1279870

Öz

With the development of digital technologies, digital marketing tools have developed and diversified. The spread of digital marketing and the development of digital marketing tools have caused consumers to start benefiting from the digital versions of the products they have physically purchased. This situation has shown how important the authority of consumers to use digital marketing tools is for businesses. For this reason, it reveals the necessity of correctly perceiving the skills of consumers to use digital marketing tools and developing new digital marketing strategies for businesses in order to develop these skills. In the research, the effect of consumers' authorization to use digital marketing tools on digital product perceptions will be measured and what needs to be done in terms of developing new digital marketing strategies for businesses will be explained. The aim of this study is to measure the competencies of digital consumers in using marketing tools and to explain what needs to be done in terms of businesses at the point of improving consumers' digital product perceptions.

Anahtar Kelimeler

Digital Marketing, Digital Marketing Tools, Digital Consumer

Tüketicilerin Dijital Pazarlama Araçları Kullanma Yetkinliğinin Dijital Ürün Algıları Üzerine Etkisi

Öz

Dijital teknolojilerin gelişmesiyle birlikte dijital pazarlama araçları gelişmiş ve çeşitlenmiştir. Dijital pazarlamanın yaygınlaşması ve dijital pazarlama araçlarının gelişmesi, tüketicilerin fiziksel olarak satın almış oldukları ürünlerden o ürünlerin dijital versiyonlarından faydalanmaya başlamasına doğru evrilmesine neden olmuştur. Bu durum tüketicilerin dijital pazarlama araçları kullanma yetkiliğinin işletmeler bakımından ne denli önemli olmaya başladığını göstermiştir. Bu nedenle tüketicilerin dijital pazarlama araçları kullanma becerilerinin doğru bir şekilde algılanması ve bu becerilerin geliştirilmesinde noktasında işletmeler bakımından yeni dijital pazarlama stratejilerinin geliştirmesi gerekliliğini ortaya çıkarmaktadır. Araştırmada tüketicilerin dijital pazarlama araçları kullanma yetkiliğinin dijital ürün algıları üzerine etkisi ölçülerek, işletmeler bakımından yeni dijital pazarlama stratejilerinin geliştirilmesi bakımından yapılması gerekenler anlatılacaktır. Bu çalışmanın amacı dijital tüketicilerin pazarlama araçları kullanım yetkinliklerinin ölçülerek, tüketicilerin dijital ürün algılarını geliştirme noktasında işletmeler bakımından yapılması gerekenlerin neler olduğunun anlatılması amaçlanmaktadır.

Anahtar Kelimeler

Dijital Pazarlama, Dijital Pazarlama Araçları, Dijital Tüketici

Kaynakça

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