The effect of digital marketing applications on consumers' purchase intention, intermediation role of brand equity and customer relations management

Developments in digital technology create new opportunities for marketing activities and change the purchasing decision processes and purchasing behaviours of consumers. In this process where consumers are more informed and more selective, digital marketing applications are of particular importance. Brands that carry out digital marketing practices continuously and regularly gain significant advantages in interaction with consumers. In this context, brand equity is strengthened to the extent that consumers perceive the offers offered to them as value. The personalization provided by digital technology and the ability to carry out customer relationship management at each consumer level strengthen the competitive position of brands in the market, while increasing the brand value in the consumer. Within the scope of this study, data from 615 consumers were analysed by the survey method. While digital marketing practices positively affect consumer purchase intention, brand equity and customer relationship management also have an intermediary role in this effect. The results of the study also confirm these findings.