A RESEARCH ON DETERMINING THE UNIVERSITY STUDENTS’ PROCLIVITY LEVEL TO DIGITAL MARKETING

The aim of the study is to determine the social media tools used by university students, the awareness level about digital marketing applications, and the impact on the proclivity level for digital marketing when they spend time on social media. A questionnaire was applied to 450 university students studying from different faculties, departments and classes in Karadeniz Technical University Kanuni campus. Multiple regression analysis was used as a statistical method. In the study, it was concluded that the students’ awareness level about digital marketing applications affects their proclivity level to digital marketing