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DİJİTAL ÇAĞ VE PAZARLAMADA YARATTIĞI DÖNÜŞÜMLER: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA ÖRNEĞİ

Year 2026, Volume: 27 Issue: 1, 331 - 349, 26.01.2026

Musa Çakır

https://doi.org/10.37880/cumuiibf.1812245

Abstract

Son yıllarda gelişen dijital teknolojiler sayesinde bilginin genele yayılması ve küreselleşmenin de etkisiyle hayatımıza yeni kavramlar girmeye başlamıştır. Dijitalleşme, yenilik, değişim ve dönüşüm gibi kavramlar iş ve sosyal hayatın yeni trendleri olurken toplumsal alışkanlıkları ve tüketim pratiklerini de bunun üzerine inşa etmeye başlamıştır. Dijital devrimle yeniden şekillenen pazarlama disiplini firmalara yeni pazarlar ve sınırsız fırsatlar sunarken tüketicileri de geniş bir perspektifte kişiselleştirilmiş deneyimlerle buluşturmaktadır. Bu doğrultuda, çalışmada, dijital çağ ve pazarlamanın yeni iş modeli olan e-ticaretin tüketiciler üzerindeki etkileri ve memnuniyet algılarının belirlenmesi amaçlanmıştır. Bu kapsamda betimsel ve bağıntısal araştırma yöntemi kullanılarak Siirt ilinde 386 tüketici üzerinde anket çalışması yapılmıştır. Ayrıca ortaya çıkan veriler frekans dağılımları, t-testi ve çıkarımsal istatistik sınaması olan Varyans Analizi (ANOVA) modeli ile test edilmiştir. Uygulamadan elde edilen bulgular değerlendirildiğinde, katılımcıların e-ticaret siteleri üzerinden alışveriş etkinliklerine ilişkin tutumlarının genel ortalamasına bakıldığında ülke ekonomisine katkı yapmayı önemsedikleri, ihtiyaçları olan ürünlerde indirim, promosyon, hediye çeki, taksitlendirme vb. gibi tenzilatlı ürünlerde birden fazla alım yapmayı tercih ettikleri ve uygun fiyatlı politikasına yönelik genelde olumlu bir tutuma sahip oldukları sonucuna ulaşılmıştır. Ayrıca katılımcıların e-ticaret siteleri üzerinden alışveriş deneyimlerinde müşteri memnuniyeti algılamaları ile demografik özellikleri arasında bir ilişkinin olup olmadığına yönelik sonuçlarda ise genel olarak olumlu yönde etkilendikleri ve memnuniyet düzeylerinin yüksek olduğu söylenebilir.

Keywords

Dijital Çağ Pazarlama E-Ticaret Siteleri Teknolojik Dönüşüm

References

  • Akıskalı, T. (2020). Elektronik hizmet kalitesi algısı: kültürlerarası karşılaştırma: İngiltere ve Türkiye örneği, Yüksek Lisans Tezi, Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü, Antalya.
  • Almarabeh, T., & Majdalawi, Y. (2019). Cloud Computing of E-Commerce, Modern Applied Science, 13(1), 27–35.
  • Çakır, M. (2024). E-ticaret deneyimine ilişkin değer algısı: Üniversite öğrencileri örneği. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 17(1), 113–129.
  • Edwards, J., Miles, M. P., D'Alessandro, S., & Frost, M. (2022). Linking B2B sales performance to entrepreneurial self-efficacy, entrepreneurial selling actions. Journal of Business Research, 142, 585–593.
  • Ersöz, B., & Özmen, M. (2020). Dijitalleşme ve Bilişim Teknolojilerinin Çalışanlar Üzerindeki Etkileri, AJIT-e: Bilişim Teknolojileri Online Dergisi,11(42), 170–179.
  • Fayyad, S., Almarahleh, G., Kloub, N., Awad, A., & Rawashdeh, M. (2020). E-Commerce and ETechnology Contribution in Engineering and Scientific Laboratories Equipments Contracts at Jordanian Universities, Management Studies, 8(1), 20–26.
  • Gedik, Y. (2021). E-Ticaret: Teorik Bir Çerçeve. Ankara Üniversitesi Sosyal Bilimler Dergisi, 12(1), 184–198.
  • Graphicmail. (2016). Neden Dijital Pazarlama?, Kaynak: http://graphicmail.com.tr/bilgi/dijital-pazarlama/ Erişim Tarihi: 09.03.2025.
  • Hanelt, A., Bohnsack, R., Marz, D., & Antunes, C. (2020). A systematic review of the literature on digital transformation: insights and implications for strategy and organizational change. Journal of Management Studies, 58(5), 1159–1197.
  • Ismail, M. H., Khater, M., & Zaki, M. (2017). Digital business transformation and strategy: What do we know so far. Cambridge Service Alliance, 10(1), 1–35.
  • Jain, V., Malviya, B., & Arya, S. (2021). An overview of electronic commerce (e-Commerce). Journal of Contemporary Issues in Business and Government, 27(3), 665–670. https://doi.org/10.47750/cibg.2021.27.03.090.
  • Jarrahi, M. H., Askay, D., Eshraghi, A., & Smith, P. (2022). Artificial intelligence and knowledge Management: A Partnership Between Human and Al. Business Horizons, 1(66), 87–99.
  • Kane, G. C. (2017). Digital Maturity, Not Digital Transformation. MIT Sloan Management Review, Nisan 2017. https://sloanreview.mit.edu/digital_transformation, Erişim Tarihi: 21.02.2025.
  • Kim, J., Jin, B., & Swinney, J. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239–247.
  • Koçak Alan, A., Kabadayı, T. E., & Erişke, T. (2018). İletişimin Yeni Yüzü: Dijital Pazarlama ve Sosyal Medya Pazarlaması, Elektronik Sosyal Bilimler Dergisi, 17(66), 493–504.
  • Kraus, S., Durst, S., Ferreira, J. J., Veiga, P., Kailer, N., & Weinmann, A. (2022). Digital transformation in business and management research: An overview of the current status quo. International Journal of Information Management, 63, 102466.
  • Larjovuori, R. L., Bordi, L., & Heikkilä-Tammi, K. (2018). Leadership in the digital business transformation. In Proceedings of the 22nd international academic mindtrek conference, 212–221.
  • Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and Solutions for Marketing in a Digital Era. European Management Journal, 32(1), 1–12.
  • Leng, J., Sha, W., Wang, B., Zheng, P., Zhuang, C., Liu, Q., ... & Wang, L. (2022). Industry 5.0: Prospect and retrospect. Journal of Manufacturing Systems, 65, 279–295.
  • Lu, H., Li, Y., Chen, M., Kim, H., & Serikawa, S. (2018). Brain Intelligence: Go beyond Artificial Intelligence. Mobile Netw Appl 23, 368–375. https://doi.org/10.1007/s11036-017-0932-8.
  • Mohd-Any, A., Winklhofer, H., & Ennew, C. (2014). Measuring users' value experience on a travel website (e-Value): What value is cocreated by the user? Journal of Travel Research, Volume 54, Issue 4, pp. 496-510.
  • Mou, J., Cui, Y., & Kurcz, K. (2019). Bibliometric and Visualized Analysis of Research on Major ECommerce Journals Using Citespace, Journal of Electronic Commerce Research, 20(4), 219–237.
  • O'Brien, H. L., & Toms, E. G. (2010). The development and evaluation of a survey to measure user engagement. Journal of the American Society for Information Science and Technology, 61(1), 50–69.
  • OECD, (2011). OECD guide to measuring the ınformation society 2011. Paris: OECD Publishing.
  • Pagani, M., & Pardo, C. (2017). The impact of digital technology on relationships in a business network. Industrial Marketing Management, 67, 185–192.
  • Plekhanov, D., Franke, H., & Netland, T. H. (2022). Digital transformation: A review and research agenda. European Management Journal.
  • Reese, B. (2020). Yapay Zekâ Çağı Dördüncü Çağ: Akıllı robotlar, Bilinçli Bilgisayarlar ve İnsanlığın Geleceği. (M. Doğan, Çev.) İstanbul: Say.
  • Ruiz, D. M., Gremler, D. D., Washburn, J. H., & Carrión, G. C. (2008). Service value revisited: Specifying a higher-order, formative measure. Journal of Business Research, vol. 61, pp. 1278-1291.
  • Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
  • Saçan, B. C., & Eren, T. (2021). Sosyal Medya Verileri İle Bir E-Ticaret Sitesinin Çok Ölçütlü Karar Verme Yöntemleri İle Değerlendirilmesi. Gazi Mühendislik Bilimleri Dergisi, 8(2), 178–188.
  • Şahin, A. (2017). Hizmet Kalitesinin Müşteri Memnuniyeti Üzerine Etkisinin İncelenmesi. Uluslararası Sosyal Araştırmalar Dergisi, 10(52), 1176–1184.
  • Şahin, S. (2015). Dijital Çağ ve Sanatta Yarattığı Dönüşümler. Kocaeli Üniversitesi Güzel Sanatlar Fakültesi Dergisi, 1, 38–49.
  • Satar, N., Dastane, O., & Maarif, M. (2019). Customer Value Proposition for E-Commerce: A Case Study Approach, International Journal of Advanced Computer Science and Applications, 10 (2), 454–458.
  • Schwertner, K. (2017). Digital Transformation of Business. Trakia Journal of Sciences, 15(1), 388–393.
  • Sezen, H. K. & Eren Şenaras, A. (2022). Dijitizasyon, Dijitalizasyon, Dijital Dönüşüm Kavramlarina İlişkin Bir Değerlendirme. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 51, 49-59.
  • Shin, N., Park, S., & Kim, H. (2020). Consumer Satisfaction–Based Social Commerce Service Quality Management. BRQ Business Research Quarterly, Vol. 24(1) 34-52.
  • Shobeiri, S., Laroche, M., & Mazaheri, E. (2013). Shapinge-retailer’s website personality: The importance of experiential marketing. Journal of Retailing Consumer. Services, 20(1), 102–110.
  • Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences, Journal of Retailing, 78(1), 41–50.
  • Sundu, M., Sağbaş, M., & Türk, S. (2022). Dijital Dönüşüm Kavramının Sistematik İçerik Analizi Yöntemi İle İncelenmesi: Türkiye’de 2016-2021 Yılları Arasındaki Yapılan Lisansüstü Tez Çalışmaları, Pearson Journal of Social Sciences & Humanities, 7(18), 255–264.
  • Tağıyev, R. (2005). E-Ticaret ve İnternet Üzerinden Pazarlama. Ankara Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, (Yayımlanmamış Yüksek Lisans Tezi), Ankara.
  • Telli Yamamoto, G., & Altun, D. (2020). Coronavirüs ve Çevrimiçi (Online) Eğitimin Önlenemeyen Yükselişi, Üniversite Araştırmaları Dergisi, 3(1), 25–34.
  • Urbach, N., Drews, P., & Ross, J. (2017). Digital business transformation and the changing role of the IT function. MIS Quarterly Executive, 16(2), 1–4.
  • Veretekhina, S. V., Krapivka, S. V., & Kireeva, O. I. (2020). Digital university, student’s digital footprint, digital education currency in the system of modern higher education. International Journal of Psychosocial Rehabilitation, 24(3), 1878–1889.
  • Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N. & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of business research, 122, 889-901.
  • Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The journal of strategic information systems, 28(2), 118–144.
  • World Trade Organization. (1998). Declaration on global economic commerce. Erişim Adresi: https://www.wto.org/english/tratop_e/ecom_e/mindec1_e.htm, Erişim Tarihi: 11.03.2025.
  • Yang, Z., Jun, M., & Peterson, R. T. (2004). Measuring customer perceived online service quality: scale development and managerial implications, International Journal of Operations & Production Management, 24(11), 1149–1174.
  • Zhang, J., Long, J., & von Schaewen, A. M. E. (2021). How does digital transformation improve organizational resilience? Findings from PLS-SEM and fsQCA. Sustainability, 13(20).
  • Zhu, J., Zhang, Z., Lee, A., & Hua, Y. (2021). Measurement and analysis of corporate operating vitality in the age of digital business models. Applied Economics Letters, 27(7), 511-517.
  • URL 1: www-sellerscommerce-com.translate.goog/blog/ecommerce-statistics/ (Erişim tarihi: 24.04.2025).
  • URL 2: www.kingsresearch.com/tr/e-commerce-market-149 (Erişim tarihi: 25.04.2025).
  • URL 3: www.precedenceresearch.com/ (Erişim tarihi: 25.04.2025).
  • URL 4: www.similarweb.com/tr/top-websites/e-commerce-and-shopping/ (Erişim tarihi: 25.04.2025).
  • URL 5: www.nufusu.com/il/siirt-nufusu, (Erişim tarihi: 04.05.2025).
  • URL 6: www.hai.stanford.edu/ai-index/2025-ai-index-report, (Erişim tarihi: 17.05.2025).

THE DIGITAL AGE AND ITS TRANSFORMATIONS IN MARKETING: A CASE ON E-COMMERCE WEBSITES

Year 2026, Volume: 27 Issue: 1, 331 - 349, 26.01.2026

Musa Çakır

https://doi.org/10.37880/cumuiibf.1812245

Abstract

Thanks to the digital technologies that have developed in recent years, new concepts have started to enter our lives with the spread of information and the effect of globalization. Concepts such as digitalization, innovation, change and transformation have become the new trends of business and social life, while social habits and consumption practices have started to build on them. The marketing discipline, which has been reshaped by the digital revolution, offers new markets and unlimited opportunities to companies, while bringing consumers together with personalized experiences in a broad perspective. In this direction, the study aims to determine the effects of e-commerce, the new business model of the digital age and marketing, on consumers and their satisfaction perceptions. In this context, a survey was conducted on 386 consumers in Siirt province using descriptive and correlational research method. In addition, the resulting data were tested with frequency distributions, t-test and Analysis of Variance (ANOVA) model, which is an inferential statistical test. When the findings obtained from the application are evaluated, it is concluded that when we look at the general average of the participants' attitudes towards shopping activities through e-commerce sites, it is concluded that they care about contributing to the national economy, they prefer to make more than one purchase in products with discounts such as discounts, promotions, gift vouchers, installments, etc. in the products they need, and they generally have a positive attitude towards the affordable policy. In addition, in the results regarding whether there is a relationship between customer satisfaction perceptions and demographic characteristics of the participants in their shopping experiences through e-commerce sites, it can be said that they are generally positively affected and their satisfaction levels are high.

Keywords

Digital Age Marketing E-Commerce Sites Technological Transformation

References

  • Akıskalı, T. (2020). Elektronik hizmet kalitesi algısı: kültürlerarası karşılaştırma: İngiltere ve Türkiye örneği, Yüksek Lisans Tezi, Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü, Antalya.
  • Almarabeh, T., & Majdalawi, Y. (2019). Cloud Computing of E-Commerce, Modern Applied Science, 13(1), 27–35.
  • Çakır, M. (2024). E-ticaret deneyimine ilişkin değer algısı: Üniversite öğrencileri örneği. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 17(1), 113–129.
  • Edwards, J., Miles, M. P., D'Alessandro, S., & Frost, M. (2022). Linking B2B sales performance to entrepreneurial self-efficacy, entrepreneurial selling actions. Journal of Business Research, 142, 585–593.
  • Ersöz, B., & Özmen, M. (2020). Dijitalleşme ve Bilişim Teknolojilerinin Çalışanlar Üzerindeki Etkileri, AJIT-e: Bilişim Teknolojileri Online Dergisi,11(42), 170–179.
  • Fayyad, S., Almarahleh, G., Kloub, N., Awad, A., & Rawashdeh, M. (2020). E-Commerce and ETechnology Contribution in Engineering and Scientific Laboratories Equipments Contracts at Jordanian Universities, Management Studies, 8(1), 20–26.
  • Gedik, Y. (2021). E-Ticaret: Teorik Bir Çerçeve. Ankara Üniversitesi Sosyal Bilimler Dergisi, 12(1), 184–198.
  • Graphicmail. (2016). Neden Dijital Pazarlama?, Kaynak: http://graphicmail.com.tr/bilgi/dijital-pazarlama/ Erişim Tarihi: 09.03.2025.
  • Hanelt, A., Bohnsack, R., Marz, D., & Antunes, C. (2020). A systematic review of the literature on digital transformation: insights and implications for strategy and organizational change. Journal of Management Studies, 58(5), 1159–1197.
  • Ismail, M. H., Khater, M., & Zaki, M. (2017). Digital business transformation and strategy: What do we know so far. Cambridge Service Alliance, 10(1), 1–35.
  • Jain, V., Malviya, B., & Arya, S. (2021). An overview of electronic commerce (e-Commerce). Journal of Contemporary Issues in Business and Government, 27(3), 665–670. https://doi.org/10.47750/cibg.2021.27.03.090.
  • Jarrahi, M. H., Askay, D., Eshraghi, A., & Smith, P. (2022). Artificial intelligence and knowledge Management: A Partnership Between Human and Al. Business Horizons, 1(66), 87–99.
  • Kane, G. C. (2017). Digital Maturity, Not Digital Transformation. MIT Sloan Management Review, Nisan 2017. https://sloanreview.mit.edu/digital_transformation, Erişim Tarihi: 21.02.2025.
  • Kim, J., Jin, B., & Swinney, J. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239–247.
  • Koçak Alan, A., Kabadayı, T. E., & Erişke, T. (2018). İletişimin Yeni Yüzü: Dijital Pazarlama ve Sosyal Medya Pazarlaması, Elektronik Sosyal Bilimler Dergisi, 17(66), 493–504.
  • Kraus, S., Durst, S., Ferreira, J. J., Veiga, P., Kailer, N., & Weinmann, A. (2022). Digital transformation in business and management research: An overview of the current status quo. International Journal of Information Management, 63, 102466.
  • Larjovuori, R. L., Bordi, L., & Heikkilä-Tammi, K. (2018). Leadership in the digital business transformation. In Proceedings of the 22nd international academic mindtrek conference, 212–221.
  • Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and Solutions for Marketing in a Digital Era. European Management Journal, 32(1), 1–12.
  • Leng, J., Sha, W., Wang, B., Zheng, P., Zhuang, C., Liu, Q., ... & Wang, L. (2022). Industry 5.0: Prospect and retrospect. Journal of Manufacturing Systems, 65, 279–295.
  • Lu, H., Li, Y., Chen, M., Kim, H., & Serikawa, S. (2018). Brain Intelligence: Go beyond Artificial Intelligence. Mobile Netw Appl 23, 368–375. https://doi.org/10.1007/s11036-017-0932-8.
  • Mohd-Any, A., Winklhofer, H., & Ennew, C. (2014). Measuring users' value experience on a travel website (e-Value): What value is cocreated by the user? Journal of Travel Research, Volume 54, Issue 4, pp. 496-510.
  • Mou, J., Cui, Y., & Kurcz, K. (2019). Bibliometric and Visualized Analysis of Research on Major ECommerce Journals Using Citespace, Journal of Electronic Commerce Research, 20(4), 219–237.
  • O'Brien, H. L., & Toms, E. G. (2010). The development and evaluation of a survey to measure user engagement. Journal of the American Society for Information Science and Technology, 61(1), 50–69.
  • OECD, (2011). OECD guide to measuring the ınformation society 2011. Paris: OECD Publishing.
  • Pagani, M., & Pardo, C. (2017). The impact of digital technology on relationships in a business network. Industrial Marketing Management, 67, 185–192.
  • Plekhanov, D., Franke, H., & Netland, T. H. (2022). Digital transformation: A review and research agenda. European Management Journal.
  • Reese, B. (2020). Yapay Zekâ Çağı Dördüncü Çağ: Akıllı robotlar, Bilinçli Bilgisayarlar ve İnsanlığın Geleceği. (M. Doğan, Çev.) İstanbul: Say.
  • Ruiz, D. M., Gremler, D. D., Washburn, J. H., & Carrión, G. C. (2008). Service value revisited: Specifying a higher-order, formative measure. Journal of Business Research, vol. 61, pp. 1278-1291.
  • Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.
  • Saçan, B. C., & Eren, T. (2021). Sosyal Medya Verileri İle Bir E-Ticaret Sitesinin Çok Ölçütlü Karar Verme Yöntemleri İle Değerlendirilmesi. Gazi Mühendislik Bilimleri Dergisi, 8(2), 178–188.
  • Şahin, A. (2017). Hizmet Kalitesinin Müşteri Memnuniyeti Üzerine Etkisinin İncelenmesi. Uluslararası Sosyal Araştırmalar Dergisi, 10(52), 1176–1184.
  • Şahin, S. (2015). Dijital Çağ ve Sanatta Yarattığı Dönüşümler. Kocaeli Üniversitesi Güzel Sanatlar Fakültesi Dergisi, 1, 38–49.
  • Satar, N., Dastane, O., & Maarif, M. (2019). Customer Value Proposition for E-Commerce: A Case Study Approach, International Journal of Advanced Computer Science and Applications, 10 (2), 454–458.
  • Schwertner, K. (2017). Digital Transformation of Business. Trakia Journal of Sciences, 15(1), 388–393.
  • Sezen, H. K. & Eren Şenaras, A. (2022). Dijitizasyon, Dijitalizasyon, Dijital Dönüşüm Kavramlarina İlişkin Bir Değerlendirme. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 51, 49-59.
  • Shin, N., Park, S., & Kim, H. (2020). Consumer Satisfaction–Based Social Commerce Service Quality Management. BRQ Business Research Quarterly, Vol. 24(1) 34-52.
  • Shobeiri, S., Laroche, M., & Mazaheri, E. (2013). Shapinge-retailer’s website personality: The importance of experiential marketing. Journal of Retailing Consumer. Services, 20(1), 102–110.
  • Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences, Journal of Retailing, 78(1), 41–50.
  • Sundu, M., Sağbaş, M., & Türk, S. (2022). Dijital Dönüşüm Kavramının Sistematik İçerik Analizi Yöntemi İle İncelenmesi: Türkiye’de 2016-2021 Yılları Arasındaki Yapılan Lisansüstü Tez Çalışmaları, Pearson Journal of Social Sciences & Humanities, 7(18), 255–264.
  • Tağıyev, R. (2005). E-Ticaret ve İnternet Üzerinden Pazarlama. Ankara Üniversitesi Sosyal Bilimler Enstitüsü İşletme Anabilim Dalı, (Yayımlanmamış Yüksek Lisans Tezi), Ankara.
  • Telli Yamamoto, G., & Altun, D. (2020). Coronavirüs ve Çevrimiçi (Online) Eğitimin Önlenemeyen Yükselişi, Üniversite Araştırmaları Dergisi, 3(1), 25–34.
  • Urbach, N., Drews, P., & Ross, J. (2017). Digital business transformation and the changing role of the IT function. MIS Quarterly Executive, 16(2), 1–4.
  • Veretekhina, S. V., Krapivka, S. V., & Kireeva, O. I. (2020). Digital university, student’s digital footprint, digital education currency in the system of modern higher education. International Journal of Psychosocial Rehabilitation, 24(3), 1878–1889.
  • Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N. & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of business research, 122, 889-901.
  • Vial, G. (2019). Understanding digital transformation: A review and a research agenda. The journal of strategic information systems, 28(2), 118–144.
  • World Trade Organization. (1998). Declaration on global economic commerce. Erişim Adresi: https://www.wto.org/english/tratop_e/ecom_e/mindec1_e.htm, Erişim Tarihi: 11.03.2025.
  • Yang, Z., Jun, M., & Peterson, R. T. (2004). Measuring customer perceived online service quality: scale development and managerial implications, International Journal of Operations & Production Management, 24(11), 1149–1174.
  • Zhang, J., Long, J., & von Schaewen, A. M. E. (2021). How does digital transformation improve organizational resilience? Findings from PLS-SEM and fsQCA. Sustainability, 13(20).
  • Zhu, J., Zhang, Z., Lee, A., & Hua, Y. (2021). Measurement and analysis of corporate operating vitality in the age of digital business models. Applied Economics Letters, 27(7), 511-517.
  • URL 1: www-sellerscommerce-com.translate.goog/blog/ecommerce-statistics/ (Erişim tarihi: 24.04.2025).
  • URL 2: www.kingsresearch.com/tr/e-commerce-market-149 (Erişim tarihi: 25.04.2025).
  • URL 3: www.precedenceresearch.com/ (Erişim tarihi: 25.04.2025).
  • URL 4: www.similarweb.com/tr/top-websites/e-commerce-and-shopping/ (Erişim tarihi: 25.04.2025).
  • URL 5: www.nufusu.com/il/siirt-nufusu, (Erişim tarihi: 04.05.2025).
  • URL 6: www.hai.stanford.edu/ai-index/2025-ai-index-report, (Erişim tarihi: 17.05.2025).
There are 55 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Article
Authors

Musa Çakır 0000-0002-1459-3666

Submission Date October 28, 2025
Acceptance Date January 10, 2026
Publication Date January 26, 2026
Published in Issue Year 2026 Volume: 27 Issue: 1

Cite

APA Çakır, M. (2026). THE DIGITAL AGE AND ITS TRANSFORMATIONS IN MARKETING: A CASE ON E-COMMERCE WEBSITES. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 27(1), 331-349. https://doi.org/10.37880/cumuiibf.1812245

Cumhuriyet University Journal of Economics and Administrative Sciences is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).