The effect of digital marketing applications on the purchasing behavior: A research on generation Y

With the rapidly developing technology, consumers have started to interact more with the internet and e-commerce. Many consumers prefer to purchase their product and service needs in the electronic environment. Many companies may prefer to use digital marketing applications in order to exist in the electronic commerce environment and increase their market shares. By using digital marketing applications, companies want to enable consumers on the internet to prefer the products and services of their companies. For this reason, the effect of digital marketing applications made by companies on consumer behavior has been seen as an issue that needs to be examined. The aim of the thesis is to examine the effect of digital marketing applications on consumer purchasing behavior as a research on the Y generation. It is aimed to contribute to the literature and the real sector by finding the effects of digital marketing applications on purchasing behaviors according to the sub-dimensions of informativeness, reliability, disturbing and persuasiveness. The universe of the research consists of consumers, who are defined as the Y generation, who were born between 1980-1999. In the study, an online questionnaire was applied to 402 people with the convenience sampling method. As a result of the analysis carried out in the research; It has been concluded that there is a positive and significant relationship between the informativeness, reliability and persuasiveness of digital marketing applications and the purchasing behavior of generation Y consumers. On the other hand, it was concluded that there is no significant relationship between the disturbing of digital marketing applications and the purchasing behavior of generation Y consumers.