Tüketici Perspektifinden Dijital Pazarlama
Digital Marketing from a Consumer Perspective

Summary/Abstract: The internet, which is called the invention of the century, has caused a significant change and transformation in all areas of economic and social life. These developments have forced the advertising field, which has a direct human subject, to make a remarkable development in terms of both the methods used and the technologies included. However, the effects of this change in communication channels on consumers and how renewed the new consumer behavior is is a matter open to discussion. The available literature shows that consumer behavior preserves its essence, even though it is seen that the renewal and change in our age is progressing at a dizzying pace. The transformation experienced at this stage is rather the diversification and integration of the tools used and the diversification of the options in order to reach the highest benefit. What can be considered as remarkable is the increase in consumers' awareness of advertisements and their sensitivity about their own limits. In order to examine this change from the eyes of consumers, the research was carried out with a sample focus of 14 people, with in-depth interviews, which is one of the qualitative research methods. The obtained data were analyzed and interpreted by creating themes. As a result, it has been determined that age groups still have a certain effect on the attitudes of the participants toward advertising communication, and the expectations are built on creating value at the time of encountering an advertisement. In addition, it has been seen that sharing personal data for advertising purposes is largely acceptable, but privacy and perception of manipulation constitute an important limit.

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