An investigation on the effects of digital marketing activities on consumers online purchasing decision: The example of Trendyol.com

With the development of technology, the Internet came along and became a part of daily life. As this created many innovations in many fields, it also created great innovations in the marketing field. Some of the examples of these innovations are e-commerce and digital marketing. The aim of this research is to examine the effects of digital marketing activities, which is made by organizations after the Internet became an important part of daily life, on consumers online buying decisions. For this purpose, Trendyol, which is an e-commerce site, was selected to narrow the field of the study and it is aimed to make the research specialized on Trendyol. Within the scope of the study, it was aimed to determine which digital marketing activity is more effective on consumers to make online buying decision compared to others and whether there is a connection between the socio-economic characteristics of consumers and digital marketing activities effect on them.