The effects of developments created by digital marketing in social media on banking and digital banking

Differences have emerged in the marketing activities of the enterprises with the developing technology at the present time. These differences have had an impact on the banking sector as well as in many other sectors. The transformation of marketing into digital marketing and the concept of social media that developed along with it also enabled banking activities to be realized in a different way. The history of banking has differed from time to time with the development of technology from the past to the present and there have been some innovations. Differences in the perceptions of consumers have started to occur with making banking marketing on social media with digital marketing activities by becoming widespread use of mobile banking applications. In this thesis, related information about how marketing studies differ with digitalization and how traditional banking services are transformed into digital banking is discussed. At the same time, perceptions and attitudes of people towards digital banking activities carried out with the effect of digital marketing were tried to be measured. Keywords: Digital Marketing, Digital Banking, Social Media, Digitalization in Banking.