Lately, with the information technology improvements and broad band internet service spreading, speed of access to shopping sites get high. Because of these changes, companies unavoidably entered to digital environment. Thus, while communication rules change, field and definition of marketing changes too. With the development of IT technologies, traditional marketing methods leave sits place to digital day by day. Companies which follow technology can easily communicate with customers interactively while providing products or services. Like in the traditional marketing, in digital marketing, building well communication with customers, determining their needs and requests are crucial. While companies using digital marketing make difference with dual communication, others who don’t get involved in this race, become distanced from competition gradually. The biggest advantage of digital marketing is reaching the target audience in right way with using social media and search engines. This study tries to explain digital marketing periods and advantages, experienced transition and difference between traditional and digital marketing.

Digital consumer behavior is a marketing field that examines consumers' behavior in online environments on digital platforms. In this study, a systematic literature review method was employed, involving the search for the keywords "digital consumer behavior" and "digital consumer behaviour" within the titles, abstracts, and keywords of publications in the Web of Science (WoS) database. The research findings indicated that, in terms of methodological approaches, empirical studies outnumbered conceptual studies in the articles reviewed. The gaps in the field were discussed, and it was observed that internet search habits, online shopping trends, mobile application usage, and online content consumption came to the fore. The study investigates digital consumer behavior and the associated research comprehensively, analyzing the existing literature in this area. It is a pioneering study that conducts a systematic literature review on digital consumer behavior.

Purpose: This study aims to reveal both the effect of the perception of COVID-19 on avoidance behaviors and the mediating role of the perception of personal control in this relationship. COVID-19 emerged in December 2019 and since then, it has spread globally in a short period and has affected people socially, economically and culturally.Design/methodology/approach: The data for the research was collected from 418 participants during COVID-19, through online questionnaires. The obtained data were analyzed through AMOS and SPSS software using structural equation modeling.Findings: The research results show that some perceptions of COVID-19 affect avoidance behavior and that personal control has a mediating role. It has also been found that gender plays a moderating role in the relationship between COVID-19 and avoidance behavior. It has been found that women are especially more sensitive compared to men in perceiving COVID-19. This study also found that perception of COVID-19 changes depending on income.Practical implications: After the pandemic is over, people will get in contact with each other less than before, and trade will change accordingly. People will avoid shopping in crowded places, and consumer behaviors will undergo different changes. All of these results considered, it is expected that avoidance behavior will cause some permanent behavioral changes in consumers.Originality/value: The study answers the critical question about the effect of the perception of COVID-19 on avoidance behavior. Furthermore, the role of income level, gender and education in this relationship will be highlighted.

With the spread of crypto assets, Non-Fungible Token (NFT) technology has become more and more discussed on social media platforms. The idea of uniqueness is in the background of the NFT technology used to make digital assets tradable and registerable. This study investigates the effect of consumers’ social media interaction and the need for uniqueness on NFT purchase intention. The research data was collected from 488 consumers who follow NFT purchasing sites. The results highlight the critical role of the need for uniqueness to leverage the NFT purchase intention. Analyzes were made with SPSS and AMOS statistical package programs. The validity and reliability of the scales used were tested and found to have acceptable values. The study tested possible cause-and-effect relationships between all variables using structural equation modeling. According to the findings, social media interaction, creative choice, unpopular choice, and similarity avoidance positively and significantly affected purchasing intention.

Metaverse is a virtual reality world where users can interact with each other, buy and sell things, and fulfil their dreams through virtual reality or augmented reality. This technology allows people to participate in social activities and entertainment like never before, providing a different dimension of participation, socialization, and digital living space. In the development process of technology, social media has changed the habits of use and involvement, and this change has revolutionized many areas, from personal space to commercial applications. This chapter reviews and discusses metaverse concepts and marketing. The study findings show that metaverse offers businesses a new way to reach their target audience. Integrating the metaverse into future marketing strategies will be the way forward and for the brand to exist for a long time because metaverse offers brands of all kinds the chance to seamlessly combine the accessibility and convenience of the digital world with the immersive experiences of the physical world.