Özet:

The Covid-19 virus, which began in China and soon spread throughout the world, has led to the start of a global health struggle around the world by 2020. During the process, countries, both nationally and internationally, have taken various measures to reduce the number of cases and deaths and to keep the social effects of the pandemic process under control. The measures highlighted by the rule of social distance, individual isolation and quarantine practices have led to social-economic changes in societies around the world. With the Covid-19 pandemic, increased online spending also affected e-commerce and digital advertising investments. The study is a theoretical article prepared on the issues of consumer practices, e-commerce spending and digital advertising investments that change during the pandemic process, studying the various national and international research in the relevant field. The purpose of the research is to address the issues in the Covid-19 pandemic, where modern consumption theories remain insufficient, the consumer practices of individuals, the areas where online spending affects e-commerce and digital advertising investments. As a result of the research, consumers who take more than they need during the pandemic period, storing and feeling safe in this way, draw attention. In the main sectors affected by the process; tourism, travel, entertainment centers, restaurants and cafés come, the market-food industry’s “need-based” consumption expenditure has been shown by research that the consumption expenditure has increased significantly. In the Covid-19 pandemic, where digital marketing is rising, the temporary service stop processes, in many sectors, have led to a decline in advertising investments, unlike e-commerce spending.

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