The Relationship Between Digital Marketing, Household Consumption and Output: An Analysis of Türkiye's Economy
The Relationship Between Digital Marketing, Household Consumption and Output: An Analysis of Türkiye's Economy

Summary/Abstract: Household consumption expenditures have always been one of the main and most important elements of national income in economic literature. With the advancement of technology, the increase in the quality and prevalence of internet usage has paved the way for digitalization in economies and introduced the concept of digital marketing to the literature. Easy access to digital marketing channels via computers, mobile phones, tablets, etc. and the proliferation of alternatives for consumers can affect consumers' purchase intention and thus household consumption and output. From this standpoint, this study aims is to reveal the interrelation between household consumption expenses, digital marketing and GDP per capita for the Turkish economy through an econometric analysis. For this purpose, the study period is 1993-2022 and the preferred method is Non-Linear Autoregressive Distributed Lag Model (NARDL) method, which allows us to see asymmetric relationships and differ positively from other cointegration tests in this respect. The findings show that household consumption expenditures increase GDP per capita. By contrast, a negative linkage was found between digital marketing and output. Considering the existing literature, the notion that the linkage among the variables we have chosen has not been investigated shows the originality of the study.

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