The effect of public relations in digital marketing on consumers' online shopping behavior

Examining the effect of public relations studies in digital marketing on online shopping behavior is the subject of this research. To achieve this purpose, an explanatory sequential design from a mixed methods approach was used. In the explanatory sequential design, first quantitative data and then qualitative data were collected. "Public relations scale in digital marketing" and "online shopping behavior scale" were developed with a personal information form as a quantitative research data collection tool. The developed scales were applied online to 1085 consumers living in Istanbul, who were reached by simple random sampling method. The data obtained was analyzed and interpreted using Spss and Amos programs. The qualitative data collection method of the research is the semi-structured interview technique and accordingly, 9 participants consisting of marketing and public relations experts of corporate brands were selected according to the purposeful sampling method. The data collected via e-mail were examined by content analysis and descriptive analysis method. With the mixed method applied, it was concluded that public relations studies in digital marketing have an impact on consumers' online shopping behavior. In this context, it is seen that the results obtained from the quantitative findings are also supported by the qualitative findings.