The Effect of Digital Marketing Working on Purchasing Behavior

Zeliha Ezgi Moğulkoç, Evrim İldem Develi


The ways and forms of consumption continue to change since the first day of existence of humanity. In this context, the way in which the consumer society is guided by brands is constantly being moved to a different dimension according to the dynamics of the period. Communication and marketing activities carried out by brands through their marketing departments have evolved from traditional to digital, with the new habits brought by the Covid-19 era on consumers. Conducted under the umbrella of digital marketing studies; with the online world, investment incentives for techniques such as e-mail marketing activities, mobile marketing activities, influencer marketing, vlog videos, Search Engine Optimization (SEO) continue to increase day by day. In the same way, the impact of digital marketing activities on the online consumer group is also increasing day by day. All communication activities carried out by brands should be carried out with a single voice in order to be stable in the eyes of the consumer and to increase the rate of trust in the brand. This study examines how the investments made in the field of digital marketing return to the brand and how the consumer develops a positive or negative attitude towards purchasing behavior.


Digital Marketing, Communication, Brand Positioning, Purchasing Behavior

Full Text:


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.


Indexing and Abstracting Services


Other Sources and Services



Creative Commons Lisansı
Journal of Industrial Policy and Technology Management is licensed under a Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

Mailing Address


Journal of Industrial Policy and Technology Management
Beyin Takımı İlim Derneği, Şirinevler Mahallesi, Kocasinan Caddesi, No: 44/4 PK: 34188, Bahçelievler, İstanbul, Turkey
Phone: +90 532 5770056 & +90 544 5344669
E-mail :