DİJİTAL PAZARLAMA STRATEJİLERİNİN MARKA DEĞERİNE ETKİSİ

Translated title of the contribution: THE EFFECT OF DIGITAL MARKETING STRATEGIES ON BRAND VALUE

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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 contributionTHE EFFECT OF DIGITAL MARKETING STRATEGIES ON BRAND VALUE
Original languageOther
Title of host publication4th International Scientific Research Congress
Subtitle of host publication4. Uluslararası Bilimsel Araştırmalar Kongresi
Pages419
Number of pages433
Publication statusPublished - 2019

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