The Relationship between Digital Content Marketing Success and Sustainable Consumption Behavior

Abstract

With the efforts of many academics and practitioners, the amount of research on digital marketing is increasing and attracting great attention. Various publications in this field focus on the status, challenges and important issues of content marketing. It also analyzes and highlights businesses' tactics and solutions for using content to keep them at the forefront of the minds of target audiences. Websites are now the primary means of internet communication. Modern marketing is going online due to digitalization. The goals of modern marketing are still the same as those of traditional marketing. Here, the aim is to attract new consumers, increase brand awareness and facilitate sales by convincing existing customers. This study aims to determine the relationship between digital content marketing and sustainable consumption behavior. The questionnaire form, which was created after the literature review for this area, was applied to the target audience. The data were obtained by applying the questionnaires on-line via Google form. The data in this study, which used quantitative research methods, was tested for the suitability of our models and hypotheses after ANOVA and t-test conducted in the SPSS program. The results show that followers and customers show a lot of interest in specific information about products and services. It has been determined that followers and consumers have a high interest in posts containing content such as text, images and videos. In order to reach consumers more effectively, companies should prioritize such content when preparing and publishing digital content. Digital content is one of the most effective ways for companies to express their status to the consumer.