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Abstract


INVESTIGATION OF THE RELATIONSHIP BETWEEN MARKETING EXPENDITURES AND GOOGLE TRENDS VOLUME: TURKCELL EXAMPLE

In this study, it is aimed to explain the causal relationship between marketing spending and Google Trends volume: Turkcell example. Marketing, commercial enterprises are economic units that produce and sell goods and services, and thus profit. Businesses should be able to analyze, interpret and act in accordance with their customers' wishes and needs in order to achieve profit, which is their main purpose. The level of popularity of the searched words in Google can be reached by selecting the time periods and in which regions it is more popular in the region. It can be reached in which periods of the year the selected keywords are searched more. Identifying trending topics, seeing which topics users are more interested in by locations, seeing the search volumes of different keywords, and seeing how these search volumes change periodically, provides e-commerce companies with important information for marketing. While determining marketing, advertising and pricing strategies, seasonal and seasonal search trends related to products can be learned and strategies to be developed can be developed more effectively. Campaigns and opportunities can be prepared for periods when these products are trending, and recycling can be increased with marketing studies that will respond to the demands of users. In the first part, the concept of advertising and its historical development, the marketing concept and marketing communication in the second part, consumer interest and purchasing behavior in the third part, and finally the causal relationship between marketing spending and the volume of Google Trends is explained with the example of Turkcell. As a result, it was found that there is a short and long term relationship between marketing spending and Google Trends volume.



Keywords
Marketing Expenses, Granger Causality Test, Consumer Interest, Google Trends



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