Abstract
The Effect of Digital Communications and Digital Marketing on the Marina Preferences of Amateur Seaman
Nowadays world, where digitalization and technology use have become personal and spread throughout the society, businesses need to develop their communication and marketing strategies in a way to use personal and mass media. In order to benefit from the advantages of digital communication, businesses first define their customer characteristics, needs, wishes and expectations and create various digital marketing strategies in this direction. It has become necessary for marina businesses operating in the service and maritime sectors to develop and transform their marketing strategies and present them through digital platforms. In this study, it is aimed to determine the effect and importance of digital communication and marketing concepts on the marketing structures of marina businesses. For this purpose, a survey was conducted with amateur seaman, who are the target customers of marina businesses, about social media applications. The data obtained from the survey conducted with 276 amateur seamen in sample were analyzed and evaluated by SPSS, AMOS in structural equation modeling statistical programs. According to the results it was determined that amateur seaman used the “Instagram” application most effectively, among the social media applications. It was determined that the “Instagram” social media application had a statistically significant and positive effect on the service purchase decision of the participants, obtaining information, and sharing complaints.
Keywords
Digital Communication, Digital Marketing, Marine Business, Amateur Seaman, Social Media Applications
