Lately, with the information technology improvements and broad band internet service spreading, speed of access to shopping sites get high. Because of these changes, companies unavoidably entered to digital environment. Thus, while communication rules change, field and definition of marketing changes too. With the development of IT technologies, traditional marketing methods leave sits place to digital day by day. Companies which follow technology can easily communicate with customers interactively while providing products or services. Like in the traditional marketing, in digital marketing, building well communication with customers, determining their needs and requests are crucial. While companies using digital marketing make difference with dual communication, others who don’t get involved in this race, become distanced from competition gradually. The biggest advantage of digital marketing is reaching the target audience in right way with using social media and search engines. This study tries to explain digital marketing periods and advantages, experienced transition and difference between traditional and digital marketing.

PurposeThis study aims to reveal both the effect of the perception of COVID-19 on avoidance behaviors and the mediating role of the perception of personal control in this relationship. COVID-19 emerged in December 2019 and since then, it has spread globally in a short period and has affected people socially, economically and culturally.Design/methodology/approachThe data for the research was collected from 418 participants during COVID-19, through online questionnaires. The obtained data were analyzed through AMOS and SPSS software using structural equation modeling.FindingsThe research results show that some perceptions of COVID-19 affect avoidance behavior and that personal control has a mediating role. It has also been found that gender plays a moderating role in the relationship between COVID-19 and avoidance behavior. It has been found that women are especially more sensitive compared to men in perceiving COVID-19. This study also found that perception of COVID-19 changes depending on income.Practical implicationsAfter the pandemic is over, people will get in contact with each other less than before, and trade will change accordingly. People will avoid shopping in crowded places, and consumer behaviors will undergo different changes. All of these results considered, it is expected that avoidance behavior will cause some permanent behavioral changes in consumers.Originality/valueThe study answers the critical question about the effect of the perception of COVID-19 on avoidance behavior. Furthermore, the role of income level, gender and education in this relationship will be highlighted.

With the rapid increase in the use of social media in the last decade, the conspicuous consumption lifestyle within society has been now transferred to the social media. Along with the changing culture of consumption, the consumer who witnesses such portrayals on social media aspires to and desires the same products and services. Having regard to this situation, this study examines the impact of the conspicuous consumption trend in social media on purchasing intentions. Accordingly, the study aims to discover whether social media is being used as a conspicuous consumption channel and whether these conspicuous portrayals affect purchasing intentions. Design/methodology/approach-A face to face survey was carried out with 409 participants who use social media. The collected data was analyzed with AMOS and SPSS statistical package programs using structural equation modelling. Findings-According to the findings resulting from the analysis, consumer involvement, personal image representation and share satisfaction have been found to have a positive impact on purchasing intention. Discussion-People have started to use social media as a channel for displaying their conspicuous consumption behavior to other people. It can be useful for companies to organize various events on social media and promote their products and services in a customized manner.

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The aim of this paper is to examine how consumer perceptions of social media advertisements affect advertising value and brand awareness. With a rapid increase in the number of social media users over the last ten years, a new advertising domain has become available for companies. Brands that manage social media well in their advertising strategies can quickly influence consumer decision-making and create awareness. However, in social media advertising, which is different from traditional advertising, creating content should be produced and this content should be perceived in a short time by consumers. To achieve this, it is necessary to build rapport with consumers and to present correctly what they wish to see in advertisements by creating awareness. In view of the increasing importance of social media advertising, the study examines how consumer perceptions of Instagram advertisements affect advertising value and brand awareness. This study was conducted with Generation Y consumers on the basis of their Instagram habits, a popular social media app. For this purpose, surveys were held with 665 participants who use Instagram. The collected data were analyzed using structural equation modeling. According to the analysis results, Y-generation’s perceptions of Instagram advertisements have both a positive and negative impact on advertising value and brand awareness and brand associations.