The effect of digital marketing on buying behavior of consumers: An analysis of Turkish fashion retail industry

The purpose of this study was to determine the influence of email marketing, mobile marketing, and retargeting on customer purchasing behavior in an online environment. Businesses' dynamics are changing as a result of the rising trend toward digitization and the internet, and customers are increasingly turning to online purchasing for their needs. As a result of these developments, it is critical for marketers to thoroughly monitor their customers' purchasing behavior and target them appropriately. This research contributes to the knowledge of how online customer behavior may be altered via the use of email marketing, mobile marketing, and retargeting campaigns, among other methods. As predicted by the hypothesis, all three factors had a positive impact on consumer purchasing behavior, indicating that marketers may increase the number of purchases made by customers via the effective use of these measures. However, one of the hypotheses, namely, that email marketing has a beneficial influence on customer purchasing behavior, was rejected due to a number of reasons, including the fact that emails sometimes go undetected or end up in spam/junk folders. Retargeting is a notion that is relatively new in the world of internet advertising. As a result, the researchers chose this variable in order to determine its influence, and given the widespread usage of Retargeting in current marketing, it was shown to have a favorable impact on customer purchasing behavior. Keywords: Digital marketing, social media, buying behavior, Turkish fashion retail industry.