Abstract
The change and development in internet and computer technologies every day cause individuals to use these technologies more frequently. Today, digital applications have been an important part of daily life. Digital applications have significantly changed the basic functioning of both social life and institutional life. Businesses interacting with customers through Internet technologies are trying to develop digital marketing strategies. In particular, the intense presence of alternatives in the market makes the marketing strategies of enterprises more important. Businesses are trying to increase their brand values with their digital marketing strategies and to create customer loyalty by achieving competitive advantage. The purpose of this study is to determine the effect of the digital marketing strategies applied by the enterprises over the brand value. The questionnaire was used as a data collection tool. The questionnaire form consists of questions related to demographic characteristics, ”Communication Scale in Digital Marketing and“ Brand Value Scale. The research has been carried out over the consumer goods sector.
Translated title of the contribution | THE EFFECT OF DIGITAL MARKETING STRATEGIES ON BRAND VALUE |
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Original language | Other |
Title of host publication | 4th International Scientific Research Congress |
Subtitle of host publication | 4. Uluslararası Bilimsel Araştırmalar Kongresi |
Pages | 419 |
Number of pages | 433 |
Publication status | Published - 2019 |