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

Yıl 2018, Cilt: 7 Sayı: 14, 117 - 128, 05.01.2019

Öz

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. 

Kaynakça

  • ALTINDAL, Muhammet (2013), Dijital Pazarlamada Marka Yönetimi ve Sosyal Medyanın Etkileri, XV. Akademik Bilişim Konferansı, Akdeniz Üniversitesi, 23-25 Ocak, Antalya.
  • BISHOP, Taylor ve Jennifer ROWLEY (2012), “Digital Marketing in Independent Libraries in the United Kingdom”, Journal of Librarianship and Information Science, 45(4), 323-334.
  • COŞKUN, Cem (2016), Impacts of Digital Marketing on Brand Awareness and A Research, Master’s Thesis, Bahçeşehir University Social Science Institute.
  • CRITTENDEN, Victoria ve William CRITTENDEN (2015), “Digital and Social Media Marketing in Business Education: Implications for the Marketing Curriculum”, Journal of Marketing Education, 37(2), 71-75.
  • ÇİZMECİ Füsun ve Tuğçe ERCAN (2015), “The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness By Housing Companies”, MEGARON, 10(2), 149-161.
  • DOĞAN, Fatih ve Metehan TOLON (2016), Mobil Pazarlama Uygulamaları ve Ankara'daki Kullanıcıların Uygulama İçi Mobil Gösterim Reklamlarına Karşı Tutumu, 21. Pazarlama Kongresi, Cilt: 1, 6-8 Ekim, Kütahya.
  • FIRLAR, F. Belma ve Şadiye DENİZ (2010), “Dijital Gazeteler ve Pazarlama: Türkiye’deki Dijital Gazetelerin Pazarlama Dinamiklerinin Değerlendirilmesine İlişkin Bir Analiz”, Uluslararası Sosyal Araştırmalar Dergisi, 3(11), 314-328.
  • JÄRVINEN, Joel ve Heikki KARJALUOTO (2015), “The Use of Web Analytics for Digital Marketing Performance Measurement”, Industrial Marketing Management, 50, 117-127.
  • JÄRVINEN, Joel; Aarne TOLLINEN, Heikki KARJALUOTO ve Chanaka JAYAWARDHENA (2012), “Digital and Social Media Marketing Usage In B2B Industrial Section”, The Marketing Management Journal, 22(2), 102-117.
  • KALAYCI, Şeref (ed.) (2006), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 2. Baskı, Ankara: Asil Yayın Dağıtım.
  • KAYA, İsmail (2010), Pazarlama Bi’Tanedir, Birinci Baskı, İstanbul: Babıali Kültür Yayıncılığı.
  • KUMAR, Bhaskar (2014), “Impact of Digital Marketing and E-Commerce on The Real Estate Industry”, Impact Journals, 2(7), 17-22.
  • LAMBERTON, Cait ve Andrew T. STEPHEN (2016), “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry”, Journal of Marketing: AMA/MSI Special Issue, 80, 146-172.
  • METİN, İsmail (2016), “Dijital Pazarlama Araçlarının KOBİ’lerin İhracatına Etkisi”, Journal of Human Sciences, 13(3), 4697-4709.
  • ÖZEL, Meltem (2012), Öğrencilerin Sosyal Medya Kullanımını ve Üniversitelerde Dijital Pazarlama İletişimi Uygulamalarını Belirlemeye Yönelik Bir Araştırma, Yüksek Lisans Tezi, Beykent Üniversitesi Sosyal Bilimler Enstitüsü.
  • PATRUTIU BALTES, Loredana, (2016), “Digital Marketing Mix Specific to The IT Field”, Bulletin of Transilvania University of Braşov, Series V: Economic Sciences, 9(58), No. 1, 33-44.
  • ROYLE, Jo ve Audrey LAING (2014), “The Digital Marketing Skills Gap: Developing a Digital Marketer Model for The Communication Industries”, International Journal of Information Management, 34, 65-73.
  • SASU, Contantin ve Daniela ICHIM (2016), “Qualitative Analysis of the Digital Marketing Influence on The Behaviour of The Organizational Consumer”, Management, 11(2), 171-184.
  • STATON, Mark G. (2016), “Improving Student Job Placement and Assessment Through The Use of Digital Marketing Certification Programs”, Marketing Education Review, 26(1), 20-24.
  • STEPHEN, Andrew T. (2016), “The Role of Digital and Social Media Marketing in Consumer Behavior”, Current Opinion in Psychology, 10, 17-21.
  • TAIMINEN, Heini Maarit ve Heikki KARJALUOTO (2015), “The Usage of Digital Marketing Channels in SMEs”, Journal of Small Business and Enterprise Development, 22(4), 633-651.
  • TAKEN SMITH, Katherine (2012), “Longitudinal Study of Digital Marketing Strategies Targeting Millennials”, Journal of Consumer Marketing, 29(2), 86-92.
  • TAKEN SMITH, Katherine (2011), “Digital Marketing Strategies That Millennials Find Appealing, Motivating or Just Annoying”, Journal of Strategic Marketing, 19(6), 489-499.
  • TIAGO, Maria Teresa Pinheiro Melo Borges ve Jose´ Manuel Cristóvão VERÍSSIMO (2014), “Digital Marketing and Social Media: Why Bother?”, Business Horizons, 57, 703-708.
  • TODOR, Raluca Dania (2016), “Blending Traditional and Digital Marketing”, Bulletin of the Transilvania University of Braşov, Series V: Economic Sciences, 9(58), No. 1, 51-56.
  • WYMBS, Cliff (2011), “Digital Marketing: The Time for a New 'Academic Major' Has Arrived”, Journal of Marketing Education, 33(1), 93-106.
  • YADAV Mayank; Yatish Joshi ve Zillur RAHMAN (2015), “Mobile Social Media: The New Hybrid Element of Digital Marketing Communications”, XVIII Annual International Conference of the Society of Operations Management (SOM-14), Procedia-Social and Behavioral Sciences, 189, 335-343.
  • YASMIN, Afrina, Sadia TASNEEM ve Kaniz FATEMA (2015), “Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study”, International Journal of Management Science and Business Administration, 1(5), 69-80.
  • YÜKSELEN, Cemal (2006), Pazarlama Araştırmaları, 3. Baskı, Ankara: Detay Yayıncılık.
  • ZENGİN, Selman (2017), Türkiye’deki Özel Hastanelerin Dijital Pazarlama Faaliyetleri ve İnternet Sitelerinin Pazarlama Amaçlı Kullanım Analizi, Yüksek Lisans Tezi, Bahçeşehir Üniversitesi Sosyal Bilimler Enstitüsü.

ÜNİVERSİTE ÖĞRENCİLERİNİN DİJİTAL PAZARLAMAYA YATKINLIK DÜZEYLERİNİN BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2018, Cilt: 7 Sayı: 14, 117 - 128, 05.01.2019

Öz



Çalışmanın amacı, üniversite öğrencilerinin kullandıkları sosyal medya araçları, dijital pazarlama
uygulamalarıyla ilgili farkındalık düzeyleri ve sosyal medyada harcadıkları zamanın, dijital pazarlamaya
yatkınlık düzeyleri üzerindeki etkilerini belirlemektir. Karadeniz Teknik Üniversitesi Kanuni kampüsündeki
değişik fakülte, bölüm ve sınıflarında öğrenim gören 450 üniversite öğrencilerine anket uygulanmıştır.
İstatistiki yöntem olarak Çoklu Regresyon Analizi kullanılmıştır. Çalışmada, öğrencilerin dijital pazarlama
uygulamalarıyla ilgili farkındalık düzeylerinin dijital pazarlamaya yatkınlık düzeylerini etkilediği sonucuna
varılmıştır. 



Kaynakça

  • ALTINDAL, Muhammet (2013), Dijital Pazarlamada Marka Yönetimi ve Sosyal Medyanın Etkileri, XV. Akademik Bilişim Konferansı, Akdeniz Üniversitesi, 23-25 Ocak, Antalya.
  • BISHOP, Taylor ve Jennifer ROWLEY (2012), “Digital Marketing in Independent Libraries in the United Kingdom”, Journal of Librarianship and Information Science, 45(4), 323-334.
  • COŞKUN, Cem (2016), Impacts of Digital Marketing on Brand Awareness and A Research, Master’s Thesis, Bahçeşehir University Social Science Institute.
  • CRITTENDEN, Victoria ve William CRITTENDEN (2015), “Digital and Social Media Marketing in Business Education: Implications for the Marketing Curriculum”, Journal of Marketing Education, 37(2), 71-75.
  • ÇİZMECİ Füsun ve Tuğçe ERCAN (2015), “The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness By Housing Companies”, MEGARON, 10(2), 149-161.
  • DOĞAN, Fatih ve Metehan TOLON (2016), Mobil Pazarlama Uygulamaları ve Ankara'daki Kullanıcıların Uygulama İçi Mobil Gösterim Reklamlarına Karşı Tutumu, 21. Pazarlama Kongresi, Cilt: 1, 6-8 Ekim, Kütahya.
  • FIRLAR, F. Belma ve Şadiye DENİZ (2010), “Dijital Gazeteler ve Pazarlama: Türkiye’deki Dijital Gazetelerin Pazarlama Dinamiklerinin Değerlendirilmesine İlişkin Bir Analiz”, Uluslararası Sosyal Araştırmalar Dergisi, 3(11), 314-328.
  • JÄRVINEN, Joel ve Heikki KARJALUOTO (2015), “The Use of Web Analytics for Digital Marketing Performance Measurement”, Industrial Marketing Management, 50, 117-127.
  • JÄRVINEN, Joel; Aarne TOLLINEN, Heikki KARJALUOTO ve Chanaka JAYAWARDHENA (2012), “Digital and Social Media Marketing Usage In B2B Industrial Section”, The Marketing Management Journal, 22(2), 102-117.
  • KALAYCI, Şeref (ed.) (2006), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 2. Baskı, Ankara: Asil Yayın Dağıtım.
  • KAYA, İsmail (2010), Pazarlama Bi’Tanedir, Birinci Baskı, İstanbul: Babıali Kültür Yayıncılığı.
  • KUMAR, Bhaskar (2014), “Impact of Digital Marketing and E-Commerce on The Real Estate Industry”, Impact Journals, 2(7), 17-22.
  • LAMBERTON, Cait ve Andrew T. STEPHEN (2016), “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry”, Journal of Marketing: AMA/MSI Special Issue, 80, 146-172.
  • METİN, İsmail (2016), “Dijital Pazarlama Araçlarının KOBİ’lerin İhracatına Etkisi”, Journal of Human Sciences, 13(3), 4697-4709.
  • ÖZEL, Meltem (2012), Öğrencilerin Sosyal Medya Kullanımını ve Üniversitelerde Dijital Pazarlama İletişimi Uygulamalarını Belirlemeye Yönelik Bir Araştırma, Yüksek Lisans Tezi, Beykent Üniversitesi Sosyal Bilimler Enstitüsü.
  • PATRUTIU BALTES, Loredana, (2016), “Digital Marketing Mix Specific to The IT Field”, Bulletin of Transilvania University of Braşov, Series V: Economic Sciences, 9(58), No. 1, 33-44.
  • ROYLE, Jo ve Audrey LAING (2014), “The Digital Marketing Skills Gap: Developing a Digital Marketer Model for The Communication Industries”, International Journal of Information Management, 34, 65-73.
  • SASU, Contantin ve Daniela ICHIM (2016), “Qualitative Analysis of the Digital Marketing Influence on The Behaviour of The Organizational Consumer”, Management, 11(2), 171-184.
  • STATON, Mark G. (2016), “Improving Student Job Placement and Assessment Through The Use of Digital Marketing Certification Programs”, Marketing Education Review, 26(1), 20-24.
  • STEPHEN, Andrew T. (2016), “The Role of Digital and Social Media Marketing in Consumer Behavior”, Current Opinion in Psychology, 10, 17-21.
  • TAIMINEN, Heini Maarit ve Heikki KARJALUOTO (2015), “The Usage of Digital Marketing Channels in SMEs”, Journal of Small Business and Enterprise Development, 22(4), 633-651.
  • TAKEN SMITH, Katherine (2012), “Longitudinal Study of Digital Marketing Strategies Targeting Millennials”, Journal of Consumer Marketing, 29(2), 86-92.
  • TAKEN SMITH, Katherine (2011), “Digital Marketing Strategies That Millennials Find Appealing, Motivating or Just Annoying”, Journal of Strategic Marketing, 19(6), 489-499.
  • TIAGO, Maria Teresa Pinheiro Melo Borges ve Jose´ Manuel Cristóvão VERÍSSIMO (2014), “Digital Marketing and Social Media: Why Bother?”, Business Horizons, 57, 703-708.
  • TODOR, Raluca Dania (2016), “Blending Traditional and Digital Marketing”, Bulletin of the Transilvania University of Braşov, Series V: Economic Sciences, 9(58), No. 1, 51-56.
  • WYMBS, Cliff (2011), “Digital Marketing: The Time for a New 'Academic Major' Has Arrived”, Journal of Marketing Education, 33(1), 93-106.
  • YADAV Mayank; Yatish Joshi ve Zillur RAHMAN (2015), “Mobile Social Media: The New Hybrid Element of Digital Marketing Communications”, XVIII Annual International Conference of the Society of Operations Management (SOM-14), Procedia-Social and Behavioral Sciences, 189, 335-343.
  • YASMIN, Afrina, Sadia TASNEEM ve Kaniz FATEMA (2015), “Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study”, International Journal of Management Science and Business Administration, 1(5), 69-80.
  • YÜKSELEN, Cemal (2006), Pazarlama Araştırmaları, 3. Baskı, Ankara: Detay Yayıncılık.
  • ZENGİN, Selman (2017), Türkiye’deki Özel Hastanelerin Dijital Pazarlama Faaliyetleri ve İnternet Sitelerinin Pazarlama Amaçlı Kullanım Analizi, Yüksek Lisans Tezi, Bahçeşehir Üniversitesi Sosyal Bilimler Enstitüsü.
Toplam 30 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Hatice Dilara Keskin 0000-0003-4838-726X

Hüseyin Sabri Kurtuldu Bu kişi benim 0000-0001-8517-893X

Yayımlanma Tarihi 5 Ocak 2019
Yayımlandığı Sayı Yıl 2018 Cilt: 7 Sayı: 14

Kaynak Göster

APA Keskin, H. D., & Kurtuldu, H. S. (2019). ÜNİVERSİTE ÖĞRENCİLERİNİN DİJİTAL PAZARLAMAYA YATKINLIK DÜZEYLERİNİN BELİRLENMESİ ÜZERİNE BİR ARAŞTIRMA. Global Journal of Economics and Business Studies, 7(14), 117-128.