CONTENT ANALYSIS OF WEB SITES IN TERMS OF DIGITAL MARKETING: A COMPARISON IN SPORTS SHOE SECTOR

Abstract

Websites have become a borderless marketplace for reaching information and purchasing products and services with the developing technology. While consumers search for products and services on web sites, companies compete for target audience. The way to win this race is to learn about the needs of target audience and provide personalized services that meet those needs through their website. In this study, the sports shoe sector websites are evaluated by content analysis method. According to the results of the research, it is seen that the evaluated websites differ considerably in terms of meeting various criteria. However, the differentiation between the websites of sports shoe companies occurs by origin country. There is no difference between companies? origin country websites and Turkey websites. In other terms, companies have not localized their websites according to Turkey. The results of the study show that the websites evaluated use the recent technologies effectively and have website criteria.