TY  - JOUR
T1  - OMNICHANNEL RETAILING IN TÜRKİYE: A CONTENT ANALYSIS STUDY
TT  - Türkiye'de Omnikanal Perakendecilik: Bir İçerik Analizi Çalışması
AU  - Oktay Bayhan, Büşra
AU  - Yetkin Özbük, Raife Meltem
PY  - 2024
DA  - May
Y2  - 2024
JF  - Pazarlama ve Pazarlama Araştırmaları Dergisi
JO  - PPAD
PB  - Pazarlama ve Pazarlama Araştırmaları Derneği
WT  - DergiPark
SN  - 2547-9601
SP  - 341
EP  - 368
VL  - 17
IS  - 2
LA  - en
AB  - This study aims to reveal the omnichannel applications of Turkey's largest 100 retailers and to determine the prevalence of these applications by sectors. Descriptive statistical techniques were used as the analysis method. According to the results of the analysis almost half of Turkey's largest retailers have started to implement omnichannel strategy. The most prevalent omnichannel application is click and collect.  In this context, the related study revealed the status of omnichannel marketing practices of Turkey's largest retailers and has drawn a general structure.
KW  - Omnichannel
KW  - Click and Collect
KW  - Content Analysis
KW  - Retailing
KW  - Digital Marketing
N2  - Bu çalışma, Türkiye'nin en büyük 100 perakendecisinin omni kanal uygulamalarını ortaya çıkarmayı ve bu uygulamaların sektörlere göre yaygınlığını belirlemeyi amaçlamaktadır. Analiz yöntemi olarak tanımlayıcı istatistiksel teknikler kullanıldı. Analiz sonuçlarına göre Türkiye'nin en büyük perakendecilerinin neredeyse yarısı omni kanal stratejisini uygulamaya başladı. En yaygın çok kanallı uygulama tıkla ve topla uygulamasıdır. Bu bağlamda ilgili çalışma Türkiye'nin en büyük perakendecilerinin omnichannel pazarlama uygulamalarının durumunu ortaya koymuş ve genel bir yapı çizmiştir.
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UR  - https://dergipark.org.tr/tr/pub/ppad/issue//1391002
L1  - https://dergipark.org.tr/tr/download/article-file/3538256
ER  -