Tüketicilerin Dijital Pazarlama Araçları Kullanma Yetkinliğinin Dijital Ürün Algıları Üzerine Etkisi

Abstract

With the development of digital technologies, digital marketing tools have developed and diversified. The spread of digital marketing and the development of digital marketing tools have caused consumers to start benefiting from the digital versions of the products they have physically purchased. This situation has shown how important the authority of consumers to use digital marketing tools is for businesses. For this reason, it reveals the necessity of correctly perceiving the skills of consumers to use digital marketing tools and developing new digital marketing strategies for businesses in order to develop these skills. In the research, the effect of consumers' authorization to use digital marketing tools on digital product perceptions will be measured and what needs to be done in terms of developing new digital marketing strategies for businesses will be explained. The aim of this study is to measure the competencies of digital consumers in using marketing tools and to explain what needs to be done in terms of businesses at the point of improving consumers' digital product perceptions.