The effect of consumers' attitudes and beliefs regarding digital marketing applications on online purchase intention

Understanding the importance of consumers' attitudes and beliefs towards digital marketing practices in influencing their online purchasing intentions is crucial, and therefore, the purpose of this thesis is shaped within this framework. In line with these objectives, a quantitative research was conducted. The research utilized attitude scale towards digital marketing practices, belief scale towards digital marketing practices, and online purchase intention behavior scale. The attitude and online purchase intention scales are unidimensional, while the belief scale is multidimensional. The research was carried out with 503 participants. Significant differences were found in the attitudes towards digital marketing practices between men and women. There was a significant differentiation found in the beliefs about the benefits of digital marketing practices, beliefs about the role of digital marketing practices in generating unnecessary consumption, attitudes towards digital marketing practices, and online purchase intentions between singles and married individuals. A significant and positive relationship was identified between the belief in the benefits of digital marketing practices and online purchase intention. Likewise, a significant and positive relationship was found between attitudes towards digital marketing practices and online purchase intention. However, no significant relationship was found between the belief that digital marketing practices lead to unnecessary consumption and online purchase intention, as well as between the belief in the harmful effects of digital marketing practices on society and online purchase intention. The aim of this research was to contribute to the literature with the findings obtained and to guide future researchers interested in this topic. Determining the effects of consumers' attitudes and beliefs towards digital marketing practices on online purchase intention behavior, using these determined effects in the development of strategic plans created by businesses, and creating a different perspective are the contributions of this thesis to practice.