Digital marketing and women entrepreneurs

ABSTRACT Digital Marketing and Women Entrepreneurs Başar ALTUNYUVA Master's Thesis FIRAT UNIVERSITY Graduate School of Social Sciences DEPARTMENT OF ENTREPRENEURSHIP AND INNOVATION Department of Entrepreneurship and Innovation program February 2025, Page: X + 63 This study examines women entrepreneurs and digital marketing together, and seeks answers to questions such as the basic concepts of these two elements, the role they play in businesses' digital transformation processes and their effects on marketing strategies, what are women entrepreneurs' perspectives on digital marketing, and whether it is possible to successfully adapt digital marketing to enterprises and businesses, as well as comparing the differences between traditional and digital marketing. In the study that is the subject of the thesis, it is aimed to answer questions such as who are the women entrepreneurs who use digital marketing, when did they first meet digital marketing, which digital marketing strategies did they use, and to shed light on other intriguing situations such as who are the women who apply digital marketing to their own initiatives in our country in today's world that is becoming more and more digital every day. In response to these questions, NVİVO application was used in the technique of converting the data obtained from women entrepreneurs into tables. The results obtained from the tables are explained in detail. With the rapid spread of the internet and digital technologies, digital marketing has become one of the most important tools used by businesses to reach their target audiences. The study covers the problems faced by women entrepreneurs, their contributions to the economy, and the historical development of women entrepreneurship, the historical development of digital marketing, its basic elements, and the opportunities it offers businesses. Digital marketing tools such as content marketing, social media management, search engine optimization (SEO), e-mail marketing, and digital advertising are explained through existing literature, and the contributions of these tools to marketing processes are evaluated. It is emphasized that digital marketing offers businesses important benefits such as strengthening customer relations, increasing brand awareness, and providing competitive advantage. In addition, it is stated that with the use of data analytics and technology in digital marketing processes, businesses can develop more effective strategies by better understanding their target audiences. This study was prepared to understand the critical importance of digital marketing on the future success of businesses and to expand the existing knowledge in this field. While the concepts of women's entrepreneurship are addressed under different headings at different times in the literature, this study also tried to explain the concept of women's entrepreneurship in detail under different headings. In particular, it was tried to include the contributions and initiatives of Turkish women entrepreneurs to the economy, both with Islam and with their presence in Anatolia, and in addition to these, women's poverty and glass ceiling syndrome were added to the problems faced by women entrepreneurs and tried to be explained in detail. For this reason, examining both women entrepreneurs and the concept of digital marketing together and including them in the study strengthens the theoretical infrastructure of digital marketing with its contribution to the literature. Keywords: Women entrepreneurs, Digital marketing, Digital transformation, Entrepreneurs, Marketing