VERİ TABANLI PAZARLAMA FAALİYETLERİNİN TÜKETİCİ SATIN ALMA NİYETİNE ETKİSİ
THE IMPACT OF DATA-BASED MARKETING ACTIVITIES ON CONSUMER PURCHASE INTENTION

Summary/Abstract: Corporations that aim to change the behavior of the target audience in the direction they want and to create purchasing intentions for their own products and services apply to surveillance practices and create their marketing strategies by analyzing the consumer data they obtain. However, the consumer response to developing a marketing strategy by analyzing consumer data is unknown. The study is important with regard to contributing to the correct technics of marketing communication strategies by proving consumer behavior towards data based marketing activities. The aim of this study is to reveal whether data-based marketing activities based on electronic surveillance have an impact on creating purchase intention in consumers. The population of the study consists of people between the ages of 16-74 who live in Turkey and shop online. In the study, quantitative research method and online survey technique were used. Convenience sampling, one of the non-random sampling methods, was used. SPSS 24.0 software was used in the analysis of the data. T-Test and Anova test were applied and it was found that people's trust in data-based marketing applications is low. Research findings reveal that data-based marketing activities negatively affect the purchase intention of the target audience.

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