Evaluating the effect of digital and direct marketing on brand value

In this study, it is aimed to determine the effect of digital marketing and direct marketing on brand value and to evaluate the difference between them. The sample of the study consists of people who use textile products belonging to various brands in Gümüşhane. Questionnaires were applied to 382 participants. Page and Luding's (2003) study was used to determine direct marketing effectiveness, and Kotler and Keller's (2016) study was used to determine digital marketing effectiveness. In order to create a brand value scale consisting of brand awareness, brand association, brand loyalty and perceived quality sub-dimensions, Villarejo and Sanchez (2005) and Netemayer et al.(2004) studies have been used. According to the results; It has been determined that the digital marketing activities of the brands subject to the research are higher than the direct marketing efficiency. When the scales are analyzed according to demographic variables; It has been determined that the 30-40 age group has higher direct marketing activities compared to the 19-29 age group and those who have a master's degree compared to other graduates. It has been determined that individuals in the 30-40 age range have higher brand awareness compared to the 19-29 age range. It has been determined that married individuals have higher brand loyalty than singles and those who have a master's degree than other graduates. It has been determined that housewives have higher brand loyalty compared to other professions. A highly positive and significant relationship was found between digital marketing and direct marketing effectiveness and brand value and its sub-dimensions. It is considered that as the marketing activities are increased, the brand value will increase and the brand awareness will increase at the most. It has been determined that digital marketing effectiveness is generally more advanced in brand value and sub-dimensions. It was determined that Direct Marketing Effectiveness was more advanced only in Brand Loyalty sub-dimension. Keywords: Digital Marketing, Direct Marketing, Brand Value