Dijital pazarlamanın müşteri davranışlarına etkilerindeki rolü

This study aims to explain the impact of digital media, which has become more important phenomenon in recent years, on the attitudes and behaviors of consumers. As a result of the development of Internet technology, many people started to solve their needs such as communication, socialization and entertainment through digital media tools. Digital media are virtual environments where the user can create and share his / her own content and access via digital tools. The presence of many users in this channel also affects promotional mix elements such as advertising, public relations and promotion. Many businesses are implementing a new marketing strategy known as digital marketing. Therefore, digital media has begun to affect the company's promotion mix, such as advertising, public relations and promotion. Many companies have begun to use digital media as a marketing communication tool and have started to carry out marketing activities via digital media. These advertising activities carried out on digital media have started to have an impact on consumers. Digital media has started to affect the preferences and buying behavior of the consumers. This research aims to reveal the behavior of digital media consumers and the effect of digital media on the consumer attitudes. 399 participants with different age group and occupation participated in the study. As for data collection, questionnaire was used. The data collected through questionnaire were analyzed using descriptive statistics (e.g. frequency, percentage, mean etc.) and inferential statistics (e.g. t-test, ANOVA and correlation). The analysis of the data pointed out that the respondents used internet mostly for navigating in social media, watching video and listening to music; the most used social media platforms were Instagram, WhatsApp, Youtube, Twitter and Facebook; they used iv social media mostly for messaging with their friends, keeping track of their friends' status updates and content shares, following the brands they liked and using search engines; they believed that the brands were strong; the most known digital channels were social media, web-sites and e-mails; The most purchased products through use of digital channels were clothing, travel tickets (bus, train, flight etc.), food and beverages, electronic products, books, theater and cinema tickets and perfumes and cosmetics; respondents' purchasing behavior were mostly influenced by others' advices on the products and the research on the products / services; demographics (age, gender, income and education level) and internet – social media usage time were influential on purchasing behavior; and the attitudes toward digital channels influenced on purchasing behavior.