Consumer perceptions in phygital marketing: Example of marketing and advertising department students

It is seen that the digital media market is growing rapidly in terms of both expenditure and audience size, especially with the increasing prevalence of new media elements. It is estimated that the USA will spend 80.67 billion dollars and China 80.55 billion dollars by the end of 2022 for digital marketing and advertising activities along with social media (Statista, 2022). The size of these expenditures will be seen more clearly when considered together with the participation of other countries and marketing expenditures in different digital environments. In addition, marketing expenditures are made not only for the digital environment, but also for the physical environment. In print newspapers, billboards, bus stops, stores, etc. Advertisements given in areas can be shown as an example of this situation. The use of physical marketing, which is a traditional marketing technique, and digital marketing, which rises with the numbers in the use of new media, has revealed the concept of phygital marketing. Phygital marketing, which can be seen as a new marketing technique, has come to the fore as an important topic especially during the covid-19 epidemic. In this research, it is aimed to determine the perceptions of the students of the media and communication program serving the field of marketing towards phygital marketing.