SWOT Analysis of Digital Marketing in Turkey

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dc.contributor.authorÇelikkol, Şimal
dc.contributor.authorŞimşek, Nazife Orhan
dc.contributor.authorAslan, Özgür
dc.date.accessioned2025-03-09T10:57:43Z
dc.date.available2025-03-09T10:57:43Z
dc.date.issued2024
dc.departmentİstanbul Beykent Üniversitesi
dc.description.abstractDigital marketing has become a critical strategy for modern businesses, and Turkey is rapidly develo-ping in this field. With the widespread use of the internet and technological advancements, Turkey’s digital marketing environment holds significant po-tential. However, along with challenges, there are also opportunities in this area. This paper aims to evaluate the SWOT analysis of digital marketing in Turkey, highlighting the sector’s strengths, we-aknesses, opportunities, and threats. To support the SWOT analysis, various academic studies have been reviewed. The relevant studies are listed under the sections of SWOT analysis and methodology. Secondary data has been used based on selected studies directly related to the topic. In this context, databases such as Web of Science, Scopus and ULAKBIM were scanned to access sufficient literature on the subject. The findings include that Turkey, as an emerging country in digital marketing, has strengths; areas with low-skilled labor and inadequate infrastructure represent weaknesses; a young and open population presents opportunities; and a highly competitive market poses threats. Based on the findings, recommendations have been made for businesses and decision-makers. Additionally, a review of the literature reveals that there is no study specifically focused on the SWOT analysis of digital marketing in Turkey. This study is expected to fill a significant gap in the literature in this regard. © 2024, Ebru Bagci. All rights reserved.
dc.identifier.endpage56
dc.identifier.issn2791-9099
dc.identifier.issue2
dc.identifier.scopus2-s2.0-85208112586
dc.identifier.scopusqualityN/A
dc.identifier.startpage47
dc.identifier.urihttps://hdl.handle.net/20.500.12662/4968
dc.identifier.volume2024-October
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherEbru Bagci
dc.relation.ispartofRomaya Journal: Researches on Multidisciplinary Approaches
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_Scopus_20250310
dc.subjectDigital Marketing
dc.subjectMarketing
dc.subjectStrategic Management
dc.subjectSWOT
dc.titleSWOT Analysis of Digital Marketing in Turkey
dc.title.alternativeTürkiye’de Dijital Pazarlama Uygulamalarının SWOT Analizi
dc.typeArticle

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