The effect of digital content marketing applications on consumer purchase intention: An application in the cosmetics industry

Digital marketing instruments, which have diversified with the rapid development of technology, have a positive effect on the purchase intention of the consumer. Especially in the purchasing decision of cosmetic products consumers, the consumer is surrounded by the control of the environmental dimension and the effectiveness of static guidance channels. With the created optimization network, global culture transfer, orientation control and preference diversification, directing the consumer to the product expand the marketing arguments, while at the same time, it makes the consumer an instrument of marketing with a global information flow. The most important factors that shape the preferences of the consumer are brand awareness, Word of mouth communication, social media marketing, hedonic benefit and influencer effect. İn this study, the effect levels of these factors, which are in a significant relationship with the purchasing preferences of the consumers in the cosmetics sector, were examined in the framework of whether they differ according to the socio-demographic characteristics of the consumers such as gender, age, income and educational status with a questionnaire answered by 203 respondents. At the end of study, it was determined that the factors determined in the research in the cosmetics sector positively affect consumer purchasing preferences. Keywords: Cosmetıcs, Marketıng, Dıgıtal Content, Brand Awareness, Purchase Intentıon