COVİD-19 PANDEMİSİ DÖNEMİNDE İMALAT SANAYİNDE E-PAZARLAMA YÖNELİMİ: CİRONUN DÜZENLEYİCİLİK ROLÜ

E-pazarlama yönelimi dijital çözümlerin pazarlama faaliyetlerine entegre olduğu yeni dönem pazarlama anlayışıdır. Bu bütünleşik pazarlama anlayışı Covid-19 pandemi döneminde pek çok işletme için tercih edilen bir yaklaşım olmuştur. E-pazarlama aktivitelerinin maliyet avantajı ve erişim kolaylığı ile pandemi krizinde ortaya çıkan finansal daralmaya çözüm sunabileceği düşünülmektedir. Bu amaçla çalışmada Ankara ili OSTİM Organize Sanayi Bölgesinde faaliyet gösteren 100 firmanın Covid-19 pandemi süreci ile birlikte e-pazarlama faaliyetlerine yönelimi incelenmiştir. Aynı zamanda e-pazarlama yöneliminin firmaların karlılığı üzerindeki etkisi ve firma cirolarının bu ilişkideki rolü araştırılmıştır. Bu kapsamda firmalardan anket yöntemiyle kesitsel olarak veri toplanarak nicel analizler gerçekleştirilmiştir. Elde edilen bulgulara göre e-pazarlama yönelimi ve kârlılık arasında pozitif ve anlamlı bir ilişki görülürken; cironun bu ilişki üzerinde düzenleyicilik rolü olduğu ortaya çıkmıştır. Düşük ciroya sahip firmalarda e-pazarlama yöneliminin etkisi daha yüksek iken; yüksek cirolu firmalar da bu etki daha düşük seviyededir. Çalışma ile ortaya konan dikkat çekici sonuçların hem alan araştırmacıları hem de pazarlama yöneticilerine katkı sunması arzu edilmektedir.

Anahtar Kelimeler:

Covid-19 Pandemisi, E-pazarlama, İmalat Sanayi, Ciro, Kârlılık

E-MARKETING ORIENTATION IN THE MANUFACTURING INDUSTRY DURING COVID-19 PANDEMIC: THE MEDIATOR ROLE OF TOTAL SALES REVENUE

E-marketing orientation is a new era of marketing where digital solutions are integrated into marketing activities. This integrated marketing approach has been the preferred approach for many businesses during the Covid-19 pandemic. It is believed that e-marketing activities can provide a solution to the financial contraction caused by the pandemic crisis with cost advantage and ease of access. For this purpose, the study examined the orientation of 100 companies operating in OSTIM Organized Industrial Zone of Ankara province to e-marketing activities together with the Covid-19 pandemic process. At the same time, the effect of e-marketing orientation on the profitability of firms and the role of firm turnover in this relationship were investigated. In this context, quantitative analyses were carried out by collecting cross-sectional data from companies using the survey method. According to the results obtained, while there is a positive and significant relationship between e-marketing orientation and profitability, it has been revealed that turnover has a mediator role on this relationship. While the effect of e-marketing orientation is higher in companies with low turnover; this effect is also lower in companies with high turnover. It is desirable that the remarkable results revealed by the study contribute to both field researchers and marketing managers.

Keywords:

Covid-19 Pandemic, E-marketing, Manufacturing Industry, Total Sales Revenue, Profitability,

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