Dijital pazarlama bileşenlerinde duygusal zeka ve big datanın önemi
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Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bireyin duygusal zekâ süreçleri ile satın alma faaliyetleri arasındaki ilişkinin araştırıldığı bu araştırmada, big data endüstrisinin de satın alma davranışlarını tetikleyici verileri dijital pazarlama süreçlerine hangi yönden ve nasıl entegre ettiği araştırılmıştır. Dijital pazarlama faaliyetleri içerisinde verilerin ve psikolojik unsurların öneminin araştırıldığı bu araştırmada, big data endüstrisinden beslenen markaların etkinlik düzeyini ölçümlemek adına nicel araştırma yöntemi kullanılmıştır. Sakarya Üniversitesi iletişim Fakültesi Öğrencilerine anket uygulaması yapılarak, araştırma bulguları SPSS verileri ile desteklenmiştir. Yapılan bu araştırma ile duygusal zekâ ve big data endüstrisinden beslenen dijital pazarlamanın, bireyler üzerindeki etkinliği ölçümlenerek, bireylerin her gün maruz kaldıkları pazarlama faaliyetlerine karşı farkındalık yaratmak amaçlanmıştır.
In this research, in which the relationship between the emotional intelligence processes of the individual and their purchasing activities was investigated, it was investigated in which way and how the big data industry integrates the data that triggers the purchasing behaviors into the digital marketing processes. In this research, in which the importance of data and psychological elements in digital marketing activities is investigated, quantitative research method was used to measure the efficiency level of brands fed by the big data industry. A questionnaire was applied to Sakarya University Faculty of Communication students, and the research findings were supported by SPSS data. With this research, it is aimed to raise awareness about the marketing activities that individuals are exposed to every day by measuring the effectiveness of digital marketing fed by emotional intelligence and big data industry on individuals.
In this research, in which the relationship between the emotional intelligence processes of the individual and their purchasing activities was investigated, it was investigated in which way and how the big data industry integrates the data that triggers the purchasing behaviors into the digital marketing processes. In this research, in which the importance of data and psychological elements in digital marketing activities is investigated, quantitative research method was used to measure the efficiency level of brands fed by the big data industry. A questionnaire was applied to Sakarya University Faculty of Communication students, and the research findings were supported by SPSS data. With this research, it is aimed to raise awareness about the marketing activities that individuals are exposed to every day by measuring the effectiveness of digital marketing fed by emotional intelligence and big data industry on individuals.
Açıklama
Anahtar Kelimeler
Dijital Pazarlama, Duygusal Zekâ, Big Data Endüstrisi, Büyük Veri, Sosyal Medya Pazarlaması, Digital Marketing, Emotional Intelligence, Big Data Industry, Big Data, Social Media Marketing
Kaynak
İstanbul Ticaret Üniversitesi Girişimcilik Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
7
Sayı
13
