Analyzing Consumers' Purchasing Psychology And Their Role in Digital Marketing

Abstract

As technology spreads to all areas of life, many innovations have emerged. These technological advances have changed the flow of information, the way of communication, and many other things between consumers and businesses. The rise of the internet and online social networks has eliminated the concepts of space and time, made it easier for consumers to express their feelings and thoughts about products or services, offered many opportunities to businesses and changed digital marketing strategies.

With the advancement of technology, the role of the Internet has gradually increased. Both individuals and businesses are increasingly using the Internet to carry out their daily activities. Individuals can choose to purchase their basic needs online. As personal internet use becomes more widespread, companies want to remain competitive in the field of e-commerce and increase their market shares. With the growth of the online consumer market, many companies aim to enter the e-commerce industry. With the increase in competition, companies aim to reach more customers through digital marketing platforms. The main purpose of companies can be summarized as promoting and selling their products or services, increasing brand awareness and competing in the digital environment. Customers can easily communicate their needs, preferences and suggestions through digital channels, allowing companies to offer the right products or services at the right time. In the transition from traditional marketing to digital marketing, some industries, such as the hospitality industry, may face challenges such as variability, lack of information and insufficient expertise. As the world changes with technological developments, the accommodation sector and tourism sector have become one of the sectors that offer significant growth potential to increase profitability. However, hospitality businesses face the challenge of adapting to a rapidly changing and uncertain environment. The importance of digital marketing is increasing day by day and business owners must keep up with new technologies and constant innovations. Moreover, in extraordinary times such as the pandemic period, the role of digital marketing becomes even more evident.