The effect of digital promotions and consumer reviews on online purchase intention on e-commerce platforms

With the rapid development of the internet and digital technologies, e-commerce platforms have gained an important place in consumers' daily shopping habits. These platforms, which facilitate consumers' access to products and services in the digital environment, have also brought with them various marketing tools that affect purchase decisions. In this research, the effect of digital promotions (discounts, coupons, campaigns) and consumer reviews (feedback from those who purchased the product) on purchase intention on e-commerce platforms is examined. It is thought that digital promotions can positively affect consumers' purchasing behavior and that consumer reviews can play a positive role by fostering trust in the decision-making process. In this context, the aim of the study is to understand the effects of digital promotions and consumer reviews on purchase intentions on e-commerce platforms and to offer suggestions that can guide e-commerce strategies. This research examined the positive effects of digital promotions and consumer reviews on purchase intentions on e-commerce platforms and revealed that these two variables have a strong relationship with consumer behavior. Statistical analyses show that demographic characteristics (gender, age, education level, income level) do not show a significant relationship with evaluations on digital promotions and consumer reviews, but there is a significant and positive connection between online reviews and digital promotions and purchase behavior; R² value was determined as 64%, which reveals that these variables explain a significant part of the changes in purchase behavior. As a result, increasing digital promotions and ensuring the visibility of user feedback positively affects purchase intentions by increasing consumer trust and satisfaction, and emphasizes that e-commerce companies should consider the importance of these elements in their marketing strategies.