The impact of quality of digital communication on the company e-reputation and consumer buying intention (case of Koton Turkish clothing brand)

This thesis examines the impact of quality of digital communication on the e-reputation of companies, specifically focusing on the Turkish clothing brand Koton. The research explores how digital channels, including social media and websites, influence consumer perceptions and buying intentions. The study utilizes a mixed-method approach, combining qualitative insights from a key Koton manager with quantitative data from consumer surveys. The findings reveal that effective quality of digital communication strategies significantly affect a brand's e-reputation and subsequently influence consumer's purchasing intentions. The thesis also delves into the role of corporate social responsibility (CSR) in quality of digital communication, assessing its impact on enhancing e-reputation. This research contributes to the understanding of digital marketing's critical role in shaping consumer behavior in the contemporary business landscape.