Cultural Adaptation of Internet Marketing
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Abstract
This study aimed to investigate the cultural adaptation of Internet Marketing, a model was proposed suggesting a set of predictors, the study was conducted in the Turkish context The target population for this study is online shoppers in Turkey. by adopting the quantitative descriptive analytical approaches. Turkish consumers were targeted randomly using a questionnaire that was developed by reviewing literature and prior studies, furthermore, online means was used to share the questionnaire, during May and June of 2024, a total 471 responses were gathered, of which 463 responses were considered valid for analysis. Processing of data was carried out using the Statistical package for social science [SPSS] version 27, along with Structural Equation Modelling [SEM] approach through Smart Partial Least Squares [PLS] version 4, below are main findings by the study: The following were the significant predictors of Buying Impulse: Individualism / collectivism [0.169*], Relation to time [0.335*], Extrinsic religiosity [0.243*] and Reluctance-to-Buy Foreign Products [0.148*], The following were the significant predictors of Online purchase intention: Openness to new things [0.178*], Individualism / collectivism [0.244*], Relation to time [0.298*] and Extrinsic religiosity [0.095*], Both Buying Impulse and Online purchase intention were significant predictors of Brand loyalty scoring influence coefficients [0.471*] and [0.204*] respectively. recommendations: Companies in Turkish context should consider that surveyed Turkish consumers have moderate levels of brand loyalty requiring more efforts to satisfy such consumers in order to maintain high levels of loyalty.
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