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Journals / Oğuzhan Sosyal Bilimler Dergisi / 2026 / Cilt: 5 Sayı: 1

A RESEARCH ON CONSUMERS' USE OF COMMUNICATION CHANNELS WITHIN THE SCOPE OF ELECTRONIC COMMERCE

ELEKTRONİK TİCARET KAPSAMINDA TÜKETİCİLERİN İLETİŞİM KANALLARINI KULLANIMINA YÖNELİK BİR ARAŞTIRMA

Fahrettin Kayan(Akdeniz Üniversitesi)0000-0002-8099-7271
Mustafa Zihni Tunca(Süleyman Demirel Üniversitesi)0000-0003-2315-905X
Pages
17–26
Publication Date
2023-06-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Statistical analysis of the obtained data was made and evaluated depending on the variables

📌 3 Key Takeaways

🎯
Objective & Hypothesis:With the rapid progress of the mass media of the modern age, most research in social fields can be directly or indirectly related to digitalization.
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Key Findings & Data:In this study, the use of communication channels from powerful sources that will provide communication to consumers with different demographic characteristics in electronic commerce businesses that use communication channels effectively in marketing strategies has been evaluated.
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Conclusion & Impact:Statistical analysis of the obtained data was made and evaluated depending on the variables
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:İletişim · e-ticaret · tüketici davranışı.

Abstract

With the rapid progress of the mass media of the modern age, most research in social fields can be directly or indirectly related to digitalization. In this study, the use of communication channels from powerful sources that will provide communication to consumers with different demographic characteristics in electronic commerce businesses that use communication channels effectively in marketing strategies has been evaluated. The effects of these traditional and new generation communication channels on informative, deceptive, entertaining and disturbing dimensions were examined. Statistical analysis of the obtained data was made and evaluated depending on the variables

Özet

Modern çağın kitle iletişim araçlarının hızla ilerlemesiyle birlikte sosyal alanlarda gerçekleştirilen çoğu araştırma, dijitalleşmeyle doğrudan ya da dolaylı olarak ilişkilendirilebilmektedir. Bu araştırmada, pazarlama stratejilerinde iletişim kanallarını etkin bir şekilde kullanan elektronik ticaret işletmelerinde farklı demografik özelliklere sahip tüketicilere iletişimi sağlayacak güçlü kaynaklarla iletişim kanalları kullanımı değerlendirilmiştir. Söz konusu geleneksel ve yeni nesil iletişim kanallarının bilgilendiricilik, aldatıcılık, eğlendiricilik ve rahatsız edicilik boyutları üzerinden etkileri incelenmiştir. Elde edilen verilerin değişkenlere bağlı olarak istatistiksel analizi yapılmış ve değerlendirilmiştir.

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Cite This Article

Kayan, F., Tunca, M. Z. (2023). A RESEARCH ON CONSUMERS' USE OF COMMUNICATION CHANNELS WITHIN THE SCOPE OF ELECTRONIC COMMERCE. Oğuzhan Sosyal Bilimler Dergisi, Cilt: 5 Sayı: 1, 17–26. https://doi.org/10.55580/oguzhan.1230176

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