Özet:

In this study, it is intended to explore the causal relationship between marketing expenditure and Google Trends volume: Turkcell example. Marketing is the economic units that produce and sell goods and services and result in profit. To profit, have to analyze, interpret and behave properly their customers’ wishes and needs, with their main objectives. Google is also able to find out which areas are more popular by selecting the time periods of the popularity level of the searched words. It is possible to find out which keywords are searched most during the year. Identifying the topics that are trending, seeing which topics users are more interested according to the locations, seeing the search volumes of different keywords and seeing how the search volumes of these keywords periodically change, e-commerce companies provide important information for marketing. While determining marketing, advertising and pricing strategies, seasonal and periodic search trends related to products can be learned and strategies to be created can be developed more effectively. With the preparation of campaigns and opportunities for the periods in which these products are trending, marketing work that will respond to the requests of users can increase returns. First, the concept of advertising and historical development, in the second part the concept of marketing and marketing communication, in the third part the consumer interest and purchasing behavior, and in the last part the study of the causality relationship between marketing spending and the volume of Google Trends with the Turkcell example, the subject has been explained in general. As a result, there is a short-term and long-term relationship between marketing spending and the volume of Google Trends.

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