The effect of digital marketing channels on customers immediate buying behavior in the banking sector

In today's era technology has brought about changes in the marketing practices of businesses, which have also had a profound impact on the banking sector. The advent of marketing has transformed the way marketing is done while the banking industry has expanded into areas. Over its history banking has experienced transformations that have led to advancements over time. The proliferation of mobile banking apps has given rise to differences in consumer perceptions and purchasing behaviors through marketing channels like social media promotions and advertisements. This research aims to investigate how digital marketing influences purchasing behaviors among consumers in the banking sector and whether there are any variations in perceptions and purchasing behaviors based on participants engagement, with digital marketing activities. To compare individuals residing in Bolu and Ankara provinces we will examine their experiences. 304 people participated in the survey, of whom were registered 148 from Bolu and 156 from Ankara. The data collected from the responses were analyzed using a program called SPSS. The research includes both practical sections. In the part of the study, we conducted literature reviews on banking, digital Marketing and impulse buying decisions. In the research section we evaluated the data of the participants as well as their experiences with internet banking in the first part. In the part we assessed statements related to ımpulse buying decisions and evaluated the advertising scale of digital marketing tools by looking at average values and standard deviations. The third part involved analyzing how impulse buying decisions and advertising perceptions of marketing tools vary based on demographic variables. Finally in the part we examined how these scales are related to each other. According to our findings there is a significant positive relationship at a low level between impulse buying decisions and sub dimensions such as positive attitudes and information. When considering the impact of marketing on ımpulse buying decisions it was observed that positive attitudes and information have a positive effect, on such impulse buying decisions.