The Impact of Digital Advertising on Consumer Purchase Decisions


Enginkaya Erkent E. , Çınar D.

2nd International Interdisciplinary Business-Economics Advancement Conference, İstanbul, Türkiye, 16 Haziran - 19 Temmuz 2014, ss.432-441

  • Basıldığı Şehir: İstanbul
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayısı: ss.432-441

Özet

Today, companies and brands use different media channels and different offers to consumers to promote their

products and services, to differentiate from their competitors and to increase their purchasing preference.

Technological developments create new mediums that consumers get different and various information.

Before consumers buy the products and services, they can view the product reviews, they can make price and

feature comparison between products through the online environment and they can able to choose

accordingly these. Today, digital advertising is one of the current, rapid and remarkable method that create

to purchase desire as a result of the different and various offers through ads. The main purpose of this study

is to examine consumer attitudes towards digital ads that is rapidly advancing in today's world of advertising

and to investigate the factors which effect consumers by digital ads. The data were collected through an

online questionnaire with a sample 478 people and SPSS used for the evaluation of the data.