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    The role of consumer attitude, awareness, and behavior towards integrated digital and traditional marketing media
    (İstanbul Gedik Üniversitesi, 2021) Wilfried, Yao N Dri Kan; Güvel, Enver Alper
    In all parts of the world, the use of digital and traditional marketing media in organization/company activities has increased for the individual communication and the sharing company or organization information related to consumers. In the majority of cases, businesses/organizations utilize digital and traditional marketing media to improve organizational performance. Digital marketing platforms have evolved into a new type of mediator between businesses and their customers. It is already recognized as a significant medium of marketing communication, competing with more traditional channels such as television, magazines, and radio. The internet enables a variety of modes of online communication and a variety of communication tools, all of which require a more nuanced assessment of their impact on consumer communication. The purpose of this study is to express the effect of the awareness, attitude, and behavior on the consumer toward integrated digital and traditional marketing media on business performance. The data were gathered through interviews with respondents of various ages utilizing semi structured questionnaires with closed/open-ended question as the primary technique. Sixty replies were collected and analyzed. The analysis of the data shows the use of descriptive and the Statistical Package for Social Sciences. Results revealed that respondents to a large extent use digital marketing media more than traditional marketing media. And their awareness, attitude and behavior have impacted a lot towards the two marketing media. This has improved their performance in their particular fields of work .It was noted that consumers perceive digital and traditional marketing media in different ways regarding their mostly their age. It was also noted that digital and traditional marketing media can enhance development if internet connections is fact. Additionally, respondents identified inadequate internet connectivity, a lack of technical knowledge in the use of traditional and digital marketing media, and an inability to control information flow and load shedding as the primary barriers to using digital and traditional marketing media.