IMPACT OF DIGITAL MARKETING STRATEGIES ON ENTREPRENEURIAL ORIENTATIONS OF TURKISH COMMERCIAL BANKS

Abstract

Aim of this paper is exploring the influence of digital marketing strategies on the entrepreneurial orientations of Turkish commercial banks. In the rapidly evolving financial landscape, the adoption of digital marketing has become crucial for banks seeking to enhance their competitive edge and foster innovation. This study utilized quantitative approach via conducting sociological survey and interpreting its results with descriptive statistics analysis. The findings reveal that effective digital marketing strategies significantly enhance the entrepreneurial orientation of Turkish commercial banks, leading to improved customer engagement, market responsiveness, and overall organizational performance. This paper contributes to the understanding of how digital transformation can empower financial institutions to adapt and thrive in a competitive environment, offering practical implications for bank executives and policymakers aiming to leverage digital marketing for sustainable growth.

DOI: https://doi.org/10.62185/issn.3023-5448.2.3.2