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The Effect of Consumers' Competence in Using Digital Marketing Tools on Digital Product Perceptions

Year 2023, Volume: 18 Issue: 72, 495 - 525, 19.10.2023
https://doi.org/10.19168/jyasar.1279870

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.

References

  • Berkowitz, E. N. & Flexner, W. (1980). The market for health services: Is there a non-traditional consumer? Journal of Health Care Marketing, 1(1), 25-34.
  • Beydoğan, G. Ş. & Kartal, C. (2022). Tüketicilerin dijital ürünleri benimseme sürecinde değişim temsilcileri. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(2), 578-595.
  • Chaffey, D. (2016). Definitions of Digital marketing vs Internet marketing vs Online marketing, https://www.smartinsights.com/digital-marketingstrategy/online-marketing-mix/definitions-of-emarketing-vsinternet-vs-digital-marketing/.
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation & practice. Pearson uk. Dehkordi, A. M., Sasani, A., Fathi, M. R. & Khanmohammadi, E. (2012). Investigating the effect of emotional intelligence and personality traits on entrepreneurial intention using the fuzzy Dematel method. International Journal of Business and Social Science, 3(13), 286-296.
  • Deloitte Insights, (2021). Digital media trends, 15th edition, https://www2.deloitte.com/us/en/insights/industry/technology/digital-media-trends-consumption-habitssurvey/summary.html.
  • Desai, V. (2019). Digital Marketing: A Review. International Journal of Trend in Scientific Research and Development, 5(5), 196- 200.
  • Diamond, S. (2019). Digital marketing all-in-one for dummies. John Wiley & Sons.
  • Diez-Martin, F., Blanco-Gonzalez, A. & Prado-Roman, C. (2019). Research Challenges in Digital Marketing: Sustainability, Sustainability, 11, 2839 ; doi:10.3390/su11102839, 1-13.
  • Dixon, S. (2022). Number of monthly active Facebook users worldwide as of 3rd quarter 2022, https://www.statista.com/statistics/264810/number-of-monthlyactive-facebook-users-worldwide/
  • Dodds, W. B. & Monroe, K. B. (1985). The efect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12, 85-90.
  • Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Efects of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307-319.
  • Ferrari, A., Punie, Y. & Redecker, C. (2012). Understanding digital competence in the 21st century: An analysis of current frameworks. In A. Ravenscroft, S. N. Lindstaedt, C. D. Kloos & D. H. Leo (Edt.), EC-TEL (pp. 79-92). New York: Springer.
  • Field, E. D. (2005). Discovering statistics usingSPSS. London: Sage Publications.
  • Gilmore, J. H. & Pine, B. J. (2007). Authenticity: What consumers really want. Massachusetts: Harvard Business Press.
  • Hargittai, E. & Hsieh, Y. (2010). From dabblers to omnivores a typology of social network site usage. In Z.
  • Papacharissi (Edt.), A networked self: ıdentity, community, and culture on social network sites (pp.146-168). New York: Routledge.
  • Harrison, D. A., Mykytyn, P. P. J. & Riemenschneider, C. K. (1997). Executive decisions about adoption of ınformation technology in small business: theory and empirical tests. Information Systems Research, 8(2), 171-195.
  • Hew, J.J., Leong, L.Y., Tan, G.W.H., Ooi, K.B. and Lee, V.H. (2019). The age of mobile social commerce: an artificial neural network analysis on its resistances. Technological Forecasting & Social Change, 144, 311-324.
  • Huang, C.Y., Wang, H.Y., Yang, C.L. & Shiau, S.J.H. (2020). A derivation of factors ınfluencing the diffusion and adoption of an open source learning platform. Sustainability, MDPI, 12(18), 1-27.
  • Ivanov, M. (2019). The Digital marketing With the Application of Cloud Technologies, SHS Web of Conferences, 65, 04019, 1-6.
  • Jayawardhena, C. (2004). Personal values influence on e‐shopping attitude and behaviour. Internet Research, 14(2), 127-138.
  • Kannan, P. & Li, H. (2017). Digital Marketing: A Famework, Review and Research Agenda, International Journal of Research in Marketing, 34, 22-45.
  • Kingsnorth, S. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing. London and Philadelphia: Kogan Page.
  • Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
  • Kotane, I., Znotina, D. & Hushko, S. (2019). Assessment Of Trends in The Application of Digital Marketing, Scientific Journal Of Polonia University, 33(2), 28-35.
  • Kotler, P., Kartajaya, H. & Setiawan, I. (2020b). Pazarlama 4.0 Gelenekselden Dijitale Geçiş. Çev. Nadir Özata. İstanbul: Optimist Yayın Grubu.
  • Kuiper, E., Volman M. & Terwel J. (2005). The Web as an information resource in K-12 education: strategies for supporting students in searching and processing information. Review of Educational Research, 75(3), 285–328.
  • Lankshear, C., & Knobel, M. (2008). Digital literacies: concepts, policies and practices. New York: Peter Lang.
  • Larraz, V. & Esteve, F. (2015). Evaluating digital competence in simulation environments. In E. G. Bullen (Edt.), Teaching and learning in digital worlds, strategies and ıssues in higher education (pp. 99-105). Tarragone: URV.
  • Lopez García, J., Lizcano, D., Ramos, C. & Matos, N. (2019). Digital Marketing Actions That Achieve a Better Attraction and Loyalty of Users: An Analytical Study, Future Internet, 11, 130, 1-16.
  • Mani, Z. and Chouk, I. (2019). Impact of privacy concerns on resistance to smart services: does the ‘big brother effect’ matter? Journal of Marketing Managment, 35:1460–1479. doi:10.1080/0267257X.2019.1667856.
  • Mertler, C.A. & Vannatta, R.A. (2005). Advanced and Multivariate Statistical Methods: Practical Application and Interpretation. 3rd Edition, Pyrczak, Los Angeles.
  • Moore, G. C. & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2(3), 193-221.
  • Mossberger, K., Tolbert, C. J. & Stansbury, M. (2003). Virtual inequality: Beyond the digital divide. Washington, DC: Georgetown University Press.
  • Nair, H. (2016). Digital Marketing: A Phenomenon That Rules The Modern World, Reflections Journal Of Management (RJOM), Volume 6, 1-9.
  • Niininen, O. (Ed.). (2021). Contemporary Issues in Digital Marketing. Routledge.
  • Norris, P. (2001). Digital divide civic engagement, information poverty and the ınternet worldwide. New York: Cambridge University Press.
  • Özmen, Ş. (2009). Ağ ekonomisinde yeni ticaret yolu e-ticaret. İstanbul: İstanbul Bilgi Üniversitesi Yayınları.
  • Öztürk, M. (2019). Dijital Pazarlama ve Sosyoloji. Pazarlama ve Sosyoloji İşletme ve Toplum İlişkisi. (411-439). Editör: Dr. Mustafa Ünsalan. İstanbul: Beta Yayınları.
  • Recrodigital (2022). Digital 2022 Türkiye: E-ticaret ve digital marketing verileri, https://recrodigital.com/we-are-social-2022-turkiye-raporuna-gore-e-ticaretverileri,
  • Rice, R. E., MacCreadie, M. & Chang, S.-J. L. (2001). Accessing and browsing information and communication. Cambridge: MIT Press.
  • Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102.
  • Şengül, O. (2018). 2 Saatte A'dan Z'ye Dijital Pazarlama. İstanbul: Ceres Yayınları.
  • Serohina, N., Petryshchenko, N. & Andrlic, B. (2019). Digital Marketing in Hotels, Marketing and Digital Technologies, Vol: 3(3), 35-42.
  • Solomon, G., Allen, N. J. & Resta, P. (Eds.) (2003). Toward digital equity: Bridging thedivide in education. Boston: Allyn & Bacon.
  • Statista, (2021). Amazon Prime Video - statistics & facts | Statista.
  • Statista, (2021). Music streaming revenue worldwide from 2005 to 2020, https://www.statista.com/statistics/587216/music-streaming-revenue.
  • Statista, (2021). Video Streaming (SVoD) - Worldwide | Statista Market Forecast.
  • Steyaert, J. (2002). Inequality and the digital divide: Myths and realities. In Hick& J.McNUtt(Eds.) Advocacy, activismand the internet (pp. 7). Chicago: Lyceum Press.
  • Tabachnick, B. G. & Fidell, L. S. (2013). Using multivariate statistics (6th Edition). Boston: Allyn and Bacon.
  • Taiminen, H. & Karjaluoto, H. (2015). The Usage of Digital Marketing Channels in SMEs, Journal of Small Business and Enterprise Development, Vol: 22 (4), 633-651.
  • Talwar, S., Talwar, M., Kaur, P. and Dhir, A. (2020). Consumers’ resistance to digital ınnovations: a systematic review and framework development. Australasian Marketing Journal, 28(4), 286–299. https://doi.org/10.1016/j.ausmj.2020.06.014.
  • Tapp, A., Whitten, I., & Housden, M. (2014). Principles of Direct. Database and Digital Marketing.
  • TechCrunch, (2021). Disney+ beats expectations to reach 116 million subscribers in Q3 | TechCrunch.
  • TechCrunch, (2021). Edition-25 YouTube Statistics that May Surprise You: 2021 Edition (hootsuite.com).
  • The Verge, (2021). YouTube reports having 50 million Premium and Music subscribers - The Verge.
  • Tiago, M. T. P. M. B. & Verissimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizon, 57, 703-708.
  • Van Deursen, A. & Van Dijk, J. (2009a). Using the ınternet: skill related problems in users’ online behavior. Interacting with Computers, 21(5–6), 393–402.
  • Van Deursen, A. & Van Dijk, J. (2010). Measuring ınternet skills. International Journal of Human-Computer Interaction, 26(10), 891–916.
  • Van Deursen, A. & Van Dijk, J. (2016). Modeling traditional literacy, internet skills and internet usage: an empirical study. Interacting with Computers, 28(1), 13-26.
  • Van Dijk, J. (2005). The deepening divide ınequality in the ınformation society. London: Sage Publications.
  • Venkatesh, V., Morris, M. G., Davis, G. B. & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27, 425.
  • Warschauer, M. (2003). Technology and social inclusion: Rethinking the digital. divide. Cambridge, MA: MIT Press.
  • Wasserman, I. M., & Richmond-Abbott, M. (2005). Gender and the Internet: Causes of Variation in Access, Level, and Scope of Use. Social Science Quarterly, 86(1), 252–270. https://doi.org/10.1111/j.0038-4941.2005.00301.x.
  • Webrazzi, (2022). Bain & Company: Global oyun gelirleri 2027'de 307 milyar dolara ulaşacak, https://webrazzi.com/2022/10/15/bain-company-global-oyun-gelirleri-2027-de-307-milyar-dolara-ulasacak/
  • Wheatly, J. J., Walton, R. G. & Chiu, J. S. Y. (1977). The influence of prior product experience, price and brand on quality perception. Advances in Consumer Research, 4, 72–77.
  • Woodside, A. G. & Mir, P. B. (2019). Clicks and purchase effects of an embedded, social-media, platform endorsement in internet advertising. Journal of Global Scholars of Marketing Science 29 (3), 343-357.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.

Tüketicilerin Dijital Pazarlama Araçları Kullanma Yetkinliğinin Dijital Ürün Algıları Üzerine Etkisi

Year 2023, Volume: 18 Issue: 72, 495 - 525, 19.10.2023
https://doi.org/10.19168/jyasar.1279870

Abstract

Dijital teknolojilerin gelişmesiyle birlikte dijital pazarlama araçları gelişmiş ve çeşitlenmiştir. Dijital pazarlamanın yaygınlaşması ve dijital pazarlama araçlarının gelişmesi, tüketicilerin fiziksel olarak satın almış oldukları ürünlerden o ürünlerin dijital versiyonlarından faydalanmaya başlamasına doğru evrilmesine neden olmuştur. Bu durum tüketicilerin dijital pazarlama araçları kullanma yetkiliğinin işletmeler bakımından ne denli önemli olmaya başladığını göstermiştir. Bu nedenle tüketicilerin dijital pazarlama araçları kullanma becerilerinin doğru bir şekilde algılanması ve bu becerilerin geliştirilmesinde noktasında işletmeler bakımından yeni dijital pazarlama stratejilerinin geliştirmesi gerekliliğini ortaya çıkarmaktadır. Araştırmada tüketicilerin dijital pazarlama araçları kullanma yetkiliğinin dijital ürün algıları üzerine etkisi ölçülerek, işletmeler bakımından yeni dijital pazarlama stratejilerinin geliştirilmesi bakımından yapılması gerekenler anlatılacaktır. Bu çalışmanın amacı dijital tüketicilerin pazarlama araçları kullanım yetkinliklerinin ölçülerek, tüketicilerin dijital ürün algılarını geliştirme noktasında işletmeler bakımından yapılması gerekenlerin neler olduğunun anlatılması amaçlanmaktadır.

References

  • Berkowitz, E. N. & Flexner, W. (1980). The market for health services: Is there a non-traditional consumer? Journal of Health Care Marketing, 1(1), 25-34.
  • Beydoğan, G. Ş. & Kartal, C. (2022). Tüketicilerin dijital ürünleri benimseme sürecinde değişim temsilcileri. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(2), 578-595.
  • Chaffey, D. (2016). Definitions of Digital marketing vs Internet marketing vs Online marketing, https://www.smartinsights.com/digital-marketingstrategy/online-marketing-mix/definitions-of-emarketing-vsinternet-vs-digital-marketing/.
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: strategy, implementation & practice. Pearson uk. Dehkordi, A. M., Sasani, A., Fathi, M. R. & Khanmohammadi, E. (2012). Investigating the effect of emotional intelligence and personality traits on entrepreneurial intention using the fuzzy Dematel method. International Journal of Business and Social Science, 3(13), 286-296.
  • Deloitte Insights, (2021). Digital media trends, 15th edition, https://www2.deloitte.com/us/en/insights/industry/technology/digital-media-trends-consumption-habitssurvey/summary.html.
  • Desai, V. (2019). Digital Marketing: A Review. International Journal of Trend in Scientific Research and Development, 5(5), 196- 200.
  • Diamond, S. (2019). Digital marketing all-in-one for dummies. John Wiley & Sons.
  • Diez-Martin, F., Blanco-Gonzalez, A. & Prado-Roman, C. (2019). Research Challenges in Digital Marketing: Sustainability, Sustainability, 11, 2839 ; doi:10.3390/su11102839, 1-13.
  • Dixon, S. (2022). Number of monthly active Facebook users worldwide as of 3rd quarter 2022, https://www.statista.com/statistics/264810/number-of-monthlyactive-facebook-users-worldwide/
  • Dodds, W. B. & Monroe, K. B. (1985). The efect of brand and price information on subjective product evaluations. Advances in Consumer Research, 12, 85-90.
  • Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). Efects of price, brand and store information on buyers’ product evaluations. Journal of Marketing Research, 28, 307-319.
  • Ferrari, A., Punie, Y. & Redecker, C. (2012). Understanding digital competence in the 21st century: An analysis of current frameworks. In A. Ravenscroft, S. N. Lindstaedt, C. D. Kloos & D. H. Leo (Edt.), EC-TEL (pp. 79-92). New York: Springer.
  • Field, E. D. (2005). Discovering statistics usingSPSS. London: Sage Publications.
  • Gilmore, J. H. & Pine, B. J. (2007). Authenticity: What consumers really want. Massachusetts: Harvard Business Press.
  • Hargittai, E. & Hsieh, Y. (2010). From dabblers to omnivores a typology of social network site usage. In Z.
  • Papacharissi (Edt.), A networked self: ıdentity, community, and culture on social network sites (pp.146-168). New York: Routledge.
  • Harrison, D. A., Mykytyn, P. P. J. & Riemenschneider, C. K. (1997). Executive decisions about adoption of ınformation technology in small business: theory and empirical tests. Information Systems Research, 8(2), 171-195.
  • Hew, J.J., Leong, L.Y., Tan, G.W.H., Ooi, K.B. and Lee, V.H. (2019). The age of mobile social commerce: an artificial neural network analysis on its resistances. Technological Forecasting & Social Change, 144, 311-324.
  • Huang, C.Y., Wang, H.Y., Yang, C.L. & Shiau, S.J.H. (2020). A derivation of factors ınfluencing the diffusion and adoption of an open source learning platform. Sustainability, MDPI, 12(18), 1-27.
  • Ivanov, M. (2019). The Digital marketing With the Application of Cloud Technologies, SHS Web of Conferences, 65, 04019, 1-6.
  • Jayawardhena, C. (2004). Personal values influence on e‐shopping attitude and behaviour. Internet Research, 14(2), 127-138.
  • Kannan, P. & Li, H. (2017). Digital Marketing: A Famework, Review and Research Agenda, International Journal of Research in Marketing, 34, 22-45.
  • Kingsnorth, S. (2016). Digital Marketing Strategy: An Integrated Approach to Online Marketing. London and Philadelphia: Kogan Page.
  • Kingsnorth, S. (2022). Digital marketing strategy: an integrated approach to online marketing. Kogan Page Publishers.
  • Kotane, I., Znotina, D. & Hushko, S. (2019). Assessment Of Trends in The Application of Digital Marketing, Scientific Journal Of Polonia University, 33(2), 28-35.
  • Kotler, P., Kartajaya, H. & Setiawan, I. (2020b). Pazarlama 4.0 Gelenekselden Dijitale Geçiş. Çev. Nadir Özata. İstanbul: Optimist Yayın Grubu.
  • Kuiper, E., Volman M. & Terwel J. (2005). The Web as an information resource in K-12 education: strategies for supporting students in searching and processing information. Review of Educational Research, 75(3), 285–328.
  • Lankshear, C., & Knobel, M. (2008). Digital literacies: concepts, policies and practices. New York: Peter Lang.
  • Larraz, V. & Esteve, F. (2015). Evaluating digital competence in simulation environments. In E. G. Bullen (Edt.), Teaching and learning in digital worlds, strategies and ıssues in higher education (pp. 99-105). Tarragone: URV.
  • Lopez García, J., Lizcano, D., Ramos, C. & Matos, N. (2019). Digital Marketing Actions That Achieve a Better Attraction and Loyalty of Users: An Analytical Study, Future Internet, 11, 130, 1-16.
  • Mani, Z. and Chouk, I. (2019). Impact of privacy concerns on resistance to smart services: does the ‘big brother effect’ matter? Journal of Marketing Managment, 35:1460–1479. doi:10.1080/0267257X.2019.1667856.
  • Mertler, C.A. & Vannatta, R.A. (2005). Advanced and Multivariate Statistical Methods: Practical Application and Interpretation. 3rd Edition, Pyrczak, Los Angeles.
  • Moore, G. C. & Benbasat, I. (1991). Development of an instrument to measure the perceptions of adopting an information technology innovation. Information Systems Research, 2(3), 193-221.
  • Mossberger, K., Tolbert, C. J. & Stansbury, M. (2003). Virtual inequality: Beyond the digital divide. Washington, DC: Georgetown University Press.
  • Nair, H. (2016). Digital Marketing: A Phenomenon That Rules The Modern World, Reflections Journal Of Management (RJOM), Volume 6, 1-9.
  • Niininen, O. (Ed.). (2021). Contemporary Issues in Digital Marketing. Routledge.
  • Norris, P. (2001). Digital divide civic engagement, information poverty and the ınternet worldwide. New York: Cambridge University Press.
  • Özmen, Ş. (2009). Ağ ekonomisinde yeni ticaret yolu e-ticaret. İstanbul: İstanbul Bilgi Üniversitesi Yayınları.
  • Öztürk, M. (2019). Dijital Pazarlama ve Sosyoloji. Pazarlama ve Sosyoloji İşletme ve Toplum İlişkisi. (411-439). Editör: Dr. Mustafa Ünsalan. İstanbul: Beta Yayınları.
  • Recrodigital (2022). Digital 2022 Türkiye: E-ticaret ve digital marketing verileri, https://recrodigital.com/we-are-social-2022-turkiye-raporuna-gore-e-ticaretverileri,
  • Rice, R. E., MacCreadie, M. & Chang, S.-J. L. (2001). Accessing and browsing information and communication. Cambridge: MIT Press.
  • Saura, J. R. (2021). Using data sciences in digital marketing: Framework, methods, and performance metrics. Journal of Innovation & Knowledge, 6(2), 92-102.
  • Şengül, O. (2018). 2 Saatte A'dan Z'ye Dijital Pazarlama. İstanbul: Ceres Yayınları.
  • Serohina, N., Petryshchenko, N. & Andrlic, B. (2019). Digital Marketing in Hotels, Marketing and Digital Technologies, Vol: 3(3), 35-42.
  • Solomon, G., Allen, N. J. & Resta, P. (Eds.) (2003). Toward digital equity: Bridging thedivide in education. Boston: Allyn & Bacon.
  • Statista, (2021). Amazon Prime Video - statistics & facts | Statista.
  • Statista, (2021). Music streaming revenue worldwide from 2005 to 2020, https://www.statista.com/statistics/587216/music-streaming-revenue.
  • Statista, (2021). Video Streaming (SVoD) - Worldwide | Statista Market Forecast.
  • Steyaert, J. (2002). Inequality and the digital divide: Myths and realities. In Hick& J.McNUtt(Eds.) Advocacy, activismand the internet (pp. 7). Chicago: Lyceum Press.
  • Tabachnick, B. G. & Fidell, L. S. (2013). Using multivariate statistics (6th Edition). Boston: Allyn and Bacon.
  • Taiminen, H. & Karjaluoto, H. (2015). The Usage of Digital Marketing Channels in SMEs, Journal of Small Business and Enterprise Development, Vol: 22 (4), 633-651.
  • Talwar, S., Talwar, M., Kaur, P. and Dhir, A. (2020). Consumers’ resistance to digital ınnovations: a systematic review and framework development. Australasian Marketing Journal, 28(4), 286–299. https://doi.org/10.1016/j.ausmj.2020.06.014.
  • Tapp, A., Whitten, I., & Housden, M. (2014). Principles of Direct. Database and Digital Marketing.
  • TechCrunch, (2021). Disney+ beats expectations to reach 116 million subscribers in Q3 | TechCrunch.
  • TechCrunch, (2021). Edition-25 YouTube Statistics that May Surprise You: 2021 Edition (hootsuite.com).
  • The Verge, (2021). YouTube reports having 50 million Premium and Music subscribers - The Verge.
  • Tiago, M. T. P. M. B. & Verissimo, J. M. C. (2014). Digital marketing and social media: Why bother? Business Horizon, 57, 703-708.
  • Van Deursen, A. & Van Dijk, J. (2009a). Using the ınternet: skill related problems in users’ online behavior. Interacting with Computers, 21(5–6), 393–402.
  • Van Deursen, A. & Van Dijk, J. (2010). Measuring ınternet skills. International Journal of Human-Computer Interaction, 26(10), 891–916.
  • Van Deursen, A. & Van Dijk, J. (2016). Modeling traditional literacy, internet skills and internet usage: an empirical study. Interacting with Computers, 28(1), 13-26.
  • Van Dijk, J. (2005). The deepening divide ınequality in the ınformation society. London: Sage Publications.
  • Venkatesh, V., Morris, M. G., Davis, G. B. & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27, 425.
  • Warschauer, M. (2003). Technology and social inclusion: Rethinking the digital. divide. Cambridge, MA: MIT Press.
  • Wasserman, I. M., & Richmond-Abbott, M. (2005). Gender and the Internet: Causes of Variation in Access, Level, and Scope of Use. Social Science Quarterly, 86(1), 252–270. https://doi.org/10.1111/j.0038-4941.2005.00301.x.
  • Webrazzi, (2022). Bain & Company: Global oyun gelirleri 2027'de 307 milyar dolara ulaşacak, https://webrazzi.com/2022/10/15/bain-company-global-oyun-gelirleri-2027-de-307-milyar-dolara-ulasacak/
  • Wheatly, J. J., Walton, R. G. & Chiu, J. S. Y. (1977). The influence of prior product experience, price and brand on quality perception. Advances in Consumer Research, 4, 72–77.
  • Woodside, A. G. & Mir, P. B. (2019). Clicks and purchase effects of an embedded, social-media, platform endorsement in internet advertising. Journal of Global Scholars of Marketing Science 29 (3), 343-357.
  • Zeithaml, V. A. (1988). Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, 52, 2-22.
There are 68 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

Abdullah Ballı 0000-0003-2689-6610

Early Pub Date October 14, 2023
Publication Date October 19, 2023
Published in Issue Year 2023 Volume: 18 Issue: 72

Cite

APA Ballı, A. (2023). The Effect of Consumers’ Competence in Using Digital Marketing Tools on Digital Product Perceptions. Yaşar Üniversitesi E-Dergisi, 18(72), 495-525. https://doi.org/10.19168/jyasar.1279870
AMA Ballı A. The Effect of Consumers’ Competence in Using Digital Marketing Tools on Digital Product Perceptions. Yaşar Üniversitesi E-Dergisi. October 2023;18(72):495-525. doi:10.19168/jyasar.1279870
Chicago Ballı, Abdullah. “The Effect of Consumers’ Competence in Using Digital Marketing Tools on Digital Product Perceptions”. Yaşar Üniversitesi E-Dergisi 18, no. 72 (October 2023): 495-525. https://doi.org/10.19168/jyasar.1279870.
EndNote Ballı A (October 1, 2023) The Effect of Consumers’ Competence in Using Digital Marketing Tools on Digital Product Perceptions. Yaşar Üniversitesi E-Dergisi 18 72 495–525.
IEEE A. Ballı, “The Effect of Consumers’ Competence in Using Digital Marketing Tools on Digital Product Perceptions”, Yaşar Üniversitesi E-Dergisi, vol. 18, no. 72, pp. 495–525, 2023, doi: 10.19168/jyasar.1279870.
ISNAD Ballı, Abdullah. “The Effect of Consumers’ Competence in Using Digital Marketing Tools on Digital Product Perceptions”. Yaşar Üniversitesi E-Dergisi 18/72 (October 2023), 495-525. https://doi.org/10.19168/jyasar.1279870.
JAMA Ballı A. The Effect of Consumers’ Competence in Using Digital Marketing Tools on Digital Product Perceptions. Yaşar Üniversitesi E-Dergisi. 2023;18:495–525.
MLA Ballı, Abdullah. “The Effect of Consumers’ Competence in Using Digital Marketing Tools on Digital Product Perceptions”. Yaşar Üniversitesi E-Dergisi, vol. 18, no. 72, 2023, pp. 495-2, doi:10.19168/jyasar.1279870.
Vancouver Ballı A. The Effect of Consumers’ Competence in Using Digital Marketing Tools on Digital Product Perceptions. Yaşar Üniversitesi E-Dergisi. 2023;18(72):495-52.