DİJİTAL PAZARLAMANIN İŞLETME PERFORMANSINA KATKISI: FAS'TAKİ ŞİRKETLER ÖRNEĞİ

Yıl 2025, Cilt: 6 Sayı: 1, 175 - 195, 15.02.2025

Khawla Nimgharen , Sezer Ayaz

https://doi.org/10.58702/teyd.1600388

Öz

Bu çalışma, dijital pazarlamanın Fas'taki işletme performansı üzerindeki etkisini incelemektedir. Dijital pazarlama, modern iş stratejilerini dönüştürerek kuruluşlara marka bilinirliğini artırma, müşteri etkileşimini güçlendirme ve satış performansını iyileştirme fırsatı sunmaktadır. Ancak, Fas bağlamında dijital pazarlamanın etkinliği yeterince araştırılmamıştır. Bu çalışma, dijital pazarlama ile temel iş performansı göstergeleri arasındaki ilişkiyi analiz ederek bu boşluğu doldurmayı amaçlamaktadır. Çalışmada nicel bir yaklaşım benimsenmiş ve 80 katılımcıdan elde edilen veriler kullanılmıştır. Araştırma yöntemi kapsamında basit doğrusal regresyon, ANOVA, t-testi ve Pearson korelasyonu uygulanarak dijital pazarlama çabalarının iş performansı üzerindeki etkisi değerlendirilmiştir. Araştırma sonuçları, dijital pazarlama ile iş performansı arasında anlamlı ve pozitif bir ilişki olduğunu göstermektedir. Ayrıca, sektörel farklılıkların dijital stratejilerin etkinliği üzerinde etkili olduğu tespit edilmiştir. Bu çalışmanın bulguları, işletmelerin rekabet avantajlarını artırmak için dijital stratejileri iş süreçlerine entegre etmeleri gerektiğini önermektedir. Gelecekteki araştırmalar, dijital pazarlamanın belirli sektörlerdeki uygulanmasına odaklanarak daha ayrıntılı ve sektöre özel içgörüler sağlayabilir.

Anahtar Kelimeler

Dijital pazarlama, İş performansı, Stratejik Yönetim

THE CONTRIBUTION OF DIGITAL MARKETING TO BUSINESS PERFORMANCE: CASE OF COMPANIES IN MOROCCO

Öz

This study examines the impact of digital marketing on business performance in Morocco. Digital marketing has transformed modern business strategies, offering organizations the opportunity to increase brand awareness, customer engagement and sales performance. However, its effectiveness remains under-researched in Morocco. This study aims to bridge this gap by analyzing the relationship between digital marketing and key business performance indicators. The study adopted a quantitative approach and used data from 80 respondents. The research methodology included simple linear regression, ANOVA, t-test and Pearson correlation to assess the impact of digital marketing efforts on performance outcomes. The results of the study indicate that there is a significant positive correlation between digital marketing and business performance. In addition, industry differences have an impact on the effectiveness of digital strategies. The relevance of the study suggests that firms should integrate digital strategies to improve competitiveness and future research should focus on the application of digital marketing in specific industries.

Anahtar Kelimeler

Digital marketing, Business performance, Strategic Management

Kaynakça

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