The effect of promotional activities applied in ecommerce on consumer behavior

Today, with the advancement of science and technology, the way of doing business has been renewed and changed. With the development of science and technology, there has been a rapid development in internet technology. Internet technology has affected trade as well as everything else, and has brought an increase in competition with globalization. The increase in competition has enabled businesses to open the door to flexibility and innovations in their sales to consumers. The Covid epidemic, which started all over the world in 2019, has enabled these flexibility and innovations to be tested. E-commerce shopping that consumers do because they cannot leave their homes has led people to turn to e-commerce in recent years due to its convenience and reliability in payment. The fact that the sales realized in online environments instead of face-to-face sales models are cheap or are almost the same as the prices in face-toface sales environments, being easier and usable for people in epidemic situations have further increased the interest of consumers in e-commerce platforms. Due to the change in market conditions and the increase in competition in trade, it is getting harder to reach the consumer day by day and the ways used to reach the consumer are changing day by day. In recent years, these different markets are taking the forms of shopping even beyond today's world in order to reach the consumer. Ecommerce model is one of these models. Now, the transition process of people from face-to-face shopping to virtual shopping has begun. With this kind of shopping, people both save time and spend less effort because they do not carry their shopping. The economic trend in the world affects the behavior of consumers. With e-commerce, people are turning to shopping from e-commerce in order to save economically. The promotional activities of the companies are a factor in this. The behavior of consumers changes according to the advantages they will make in shopping. They are aware of this that companies aim to differentiate themselves from other companies with their promotions and to attract high profit targets by attracting the consumer to their own products. The factors affecting the purchasing processes of the consumers were examined together with the promotional activities. While the conditions and needs of the consumer are effective in these purchasing processes, promotional activities appear as an element that creates these conditions. The aim of this study is to reveal the development of e-commerce in Turkey and in the world and to reveal how the promotional activities in e-commerce affect the behavior of consumers. Keywords: E-commerce, Promotion, Consumer Behavior