E-Ticaret Uygulayan İşletmelerin Dijital Pazarlama Faaliyetlerine Yönelik Algıları Üzerine Bir Durum Çalışması

Thesis Type: Postgraduate

Institution Of The Thesis: Akdeniz University, Institute of Social Sciences, Institute of Social Sciences, Turkey

Approval Date: 2023

Thesis Language: Turkish


Supervisor: Tayfun Yörük


The digitalization of trade with search engines, virtual stores and mobile applications brought to our lives by the Internet has made it mandatory for SMEs to move their marketing activities to digital channels. Thus, two new concepts; e-commerce (trade that takes place electronically) and B2C (Business to Consumer, retail businesses that carry out e-commerce activities) have emerged. Today, it is important for B2C SMEs to actively use and manage digital marketing channels. In this context, the aim of the research is to understand the perceptions of B2C SMEs towards digital marketing activities, which digital marketing channels they use and how they plan their investments, to analyze their experiences and expectations in the information tools they use, to make a situation analysis for what is needed, and to determine suggestions and road maps that will shed light on future research. In this study, a holistic multiple case study, which is one of the qualitative research methods suitable for the purpose of the research, was preferred. The study group of the research was determined by criterion sampling, which is one of the purposeful sampling methods used in qualitative research. The study group of the research consists of 7 B2C SMEs operating in different sectors in Antalya province and practicing e-commerce. An interview form consisting of 9 semi-structured open-ended questions grouped under three headings was used as a data collection tool. The data were subjected to coding and content analysis with MAXQDA 2020 Pro Program.

When the findings of the study are evaluated holistically, the result can be summarized as; B2C SMEs attach importance to digital marketing and think that they should definitely take part in it, social media marketing takes the lead in the digital marketing channels they use, they show sectoral differences in advertising strategies, and the many software and platforms they have to use force the owners or managers of SMEs in terms of information technology capability and time constraints. According to the results of the study, it can be said that B2C SMEs should attach importance to digital marketing activities, invest in digital marketing channels suitable for their sectors, improve themselves in monitoring and planning their investments, and follow a strategic path for this whole process in order to grow and sustain their existence. It is expected that the findings and results of the study will serve as a road map for.