Pandemi döneminde çevrimiçi marka yönetimi tüketiciler üzerindeki etkisi: Çevrimiçi pazarların incelenmesi

E-commerce, which entered our lives with the widespread use of the Internet, has entered our lives in a brand new and more comprehensive way with the Covid-19 pandemic. Almost all brands, especially marketplaces, have started online sales or increased their existing volume in order to sell in this period when people are not locked in their homes and interfere with life. With the effect of the pandemic, the masses who have never shopped online before have also entered the target audience and some of them have experienced this experience. In my thesis, we examined the interaction of our country in terms of e-commerce, as the whole world was affected during the Covid-19 pandemic process. Due to the wide range of results, we obtained usable results by comparing N11 and Trendyol Marketplaces and examining the pandemic period. We have seen in the results of the research that online brand management is affected by conjectural changes. The current epidemic period has made it necessary for users to change their purchasing styles. For this, advertising budgets have increased their investments in online brand management. Pandemic conditions have affected online brand management. People who work from their homes as much as possible, young people and children who continue their education from home, especially in March and April, turned to online grocery shopping the most. It has tried to meet all of its needs, especially the market, online, including the masses who cannot work from home. The presence of a curfew for certain age groups (over 65, young people under 20, etc.) and people with positive test results also had a direct impact on the increase in online sales rates. The pandemic has increased online sales rates. Although the current conditions positively affect the subject we examined, the effects of online brand management, which are used effectively and cannot be used, are clearly evident. Trendyol, which creates strategies that touch the lives of users and makes investments faster and more clearly, manages the process better, while N11 has positive effects depending on the current situation. So, those who are interested in online brand management should either be extremely experts in their fields or cooperate with digital companies serving in this field. Keywords: online brand management, pandemic, covit-19