Dijital Medyanın Elektronik Cihaz Satın Alımlarında Tüketici Davranışlarını ve Marka Tercihlerini Şekillendirmedeki Rolü

Yıl 2025, Cilt: 4 Sayı: 2, 104 - 118, 31.12.2025

Meltem Duyal (önceki Soyadı: Özel)

https://izlik.org/JA24DE24MU

Öz

Dijital pazarlama yöntemleri ve e-ticaret platformlarının hızla yaygınlaşmasıyla birlikte, dijital kanalların tüketici satın alma kararlarındaki önemi son yıllarda önemli ölçüde artmıştır. Bu çalışma, dijital kanalların tüketici karar verme süreçleri üzerindeki etkisini özellikle elektronik cihaz satın alımları bağlamında incelemektedir. Araştırma; arama motorları, sosyal medya platformları ve çevrimiçi yorumlar gibi çevrimiçi ortamların tüketicilerin satın alma davranışlarını nasıl şekillendirdiğini ele almaktadır. Çalışmada elektronik ağızdan ağıza iletişim (e-WOM), çevrimiçi yorumlar ve influencer pazarlamanın tüketici tercihlerini biçimlendirmedeki rolü vurgulanmakta; ayrıca dijital pazarlama ve e-ticaret platformlarının geleneksel karar verme süreçlerini nasıl dönüştürdüğü tartışılmaktadır. Grup görüşmelerinden elde edilen bulgular, katılımcıların teknoloji ürünü satın alırken bilgi toplama ve karar verme eğilimleriyle ilgili üç ana tema ortaya koymuştur: Ağızdan Ağıza İletişim (WOM), Sosyal Medya ve Dijital Platformlar ile Kurumsal ve Diğer Web Siteleri.

Anahtar Kelimeler

Ağızdan Ağıza İletişim (WOM) , Elektronik Ağızdan Ağıza İletişim (e-WOM) , Dijital Tüketici Davranışı , Arama Motorları , Sosyal Medya Pazarlaması , Influencer Pazarlama , Çevrimiçi Yorumlar , Tüketicilerde Karar Verme.

Digital Media’s Role In Shaping Consumer Behavior And Brand Preferences In Electronic Device Purchases

https://izlik.org/JA24DE24MU

Öz

The importance of digital channels in consumer purchase decisions has grown, particularly in recent years, with the expansion of digital marketing methods and e-commerce platforms. This study investigates the impact of digital channels on consumer purchase decisions, specifically in the context of electrical equipment. It explores how the internet, namely platforms such as search engines, social media, and online reviews, influences consumers' purchasing decisions for electrical devices. The study emphasizes the importance of electronic word-of-mouth (e-WOM), online reviews, and influencer marketing in shaping consumer behavior. It also investigates how digital marketing and e-commerce platforms have influenced traditional decision-making processes. Three main categories emerged from an analysis of the group interviews about the participants' inclinations to collect information and make decisions while purchasing technology devices. These were divided into three categories: Word-of-Mouth (WOM), Social Media and Digital Platforms, and Corporate and Other Websites.

Anahtar Kelimeler

Word of Mouth (WOM) , Electronic Word of Mouth (e-WOM) , Digital Consumer behavior , Search engines , Social media marketing , Influencer marketing , Online reviews , Consumer decision-making.

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