Research Information System
10th International Socrates Congress on Education, Business, Economics and Social Sciences, Londrina, Brazil, 29 - 30 January 2025, vol.10, pp.62-65, (Summary Text)
Today, many consumers, especially young people, fulfill their goods and service needs in the digital environment. Consequently, many companies increasingly prefer to adopt digital marketing practices to establish their presence in the digital space and increase their market share. In an environment where digital marketing practices are so intensively used, how consumers perceive these practices and how they are influenced by them have become significant issues. In this context, the aim of this study is to examine the impact of digital marketing practices on consumer purchasing behavior, specifically focusing on Generation Y. By analyzing the effects of digital marketing practices in terms of informativeness, reliability, annoyance, and persuasiveness, the study aims to contribute to the literature and the real sector. For this purpose, a quantitative research study was conducted. To test the hypotheses, data were collected through an online survey using a convenience sampling method, and 402 participants were surveyed. The study's population consists of consumers born between 1980 and 1999, referred to as Generation Y. The analysis revealed that the informativeness, reliability, and persuasiveness of digital marketing practices have a positive and significant relationship with Generation Y's purchasing behavior. On the other hand, no significant relationship was found between the annoyance caused by digital marketing practices and Generation Y's purchasing behavior. The primary limitation of the study is the small sample size. Additionally, restricting the focus to Generation Y is another limitation of the research. The results of the study indicate that the persuasiveness of digital marketing practices affects Generation Y's purchasing behavior. Thus, it can be concluded that digital marketing practices are effective and persuasive for Generation Y. The study also shows that the informativeness, reliability, annoyance, and persuasiveness of digital marketing practices influence Generation Y's purchasing behavior. The scope and findings of this study can serve as a guide for future academic research. By identifying the effects of digital marketing practices on purchasing behavior in terms of informativeness, reliability, annoyance, and persuasiveness for Generation Y consumers who have reached the age of economic activity, the study aims to contribute to the literature and the real sector. In this regard, it is recommended for future researchers to select specific e-commerce sectors and investigate the effects of digital marketing practices on consumer purchasing behavior within these sectors.