Güncel pazarlama yaklaşımlarından deneyimsel pazarlama ve artırılmış gerçeklik teknolojisinin tüketici davranışları üzerine etkisi
Küçük Resim Yok
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Niğde Ömer Halisdemir Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bilim ve teknolojideki gelişmeler her alanda olduğu gibi pazarlama alanında da önemli gelişmelere sebep olmaktadır. Artırılmış gerçeklik teknolojisi ile sadece mağaza ve showroomlarda değil tüketicilerin internete bağlanabildikleri her alanda marka ile etkileşime geçebilmekte, evlerindeyken dahi benzersiz bir deneyim yaşamalarına olanak sağlayabilecek bir teknoloji olarak gözükmektedir. Küresel dünyada teknolojik gelişmelerdeki hızlı yayılma ve bilgiye çabuk erişim dünyanın hemen her yerinde benzer ürünlerin ortaya çıkışını beraberinde getirmiş ve ürün özellikleriyle farklılaşmayı zorlu kılmıştır. Bu yüzden günümüzde pek çok işletme ürün özellikleriyle öne çıkmaktansa kişiselleştirilmiş ve benzersiz deneyimler yaşatarak tüketicilere ulaşmayı hedeflemekte ve duygularına hitap ederek farklılaşmayı ve kalıcı olmayı amaçlamaktadır. Bu doğrultuda bir literatür taraması yapılmış, deneyimsel pazarlama yaklaşımının ve artırılış gerçeklik teknolojisindeki gelişmelerin pazarlamaya katkılarından ve tüketici davranışlarına olan etkisinden bahsedilmiştir. Çalışmada 414 katılımcıya ulaşılmış ve çevrimiçi anket yoluyla deneyimlerine dair bilgiler elde edilmiştir. Elde edilen bu bilgiler SPSS 26.0 programı aracılığıyla analiz edilmiştir. Analizler sonucu artırılmış gerçeklik teknolojisinin deneyimsel pazarlama faaliyetlerine katılımı olumlu yönde etkilediği ve artırılmış gerçeklik destekli deneyimsel pazarlama faaliyetlerinin de tüketici davranışlarını olumlu yönde etkilediği görülmüştür. Çalışma ile artırılmış gerçeklik teknolojisinin deneyimsel pazarlama aracı olarak kullanılması sonucunda deneyimsel pazarlama faaliyetlerine katılımı, müşteri memnuniyetini, müşteri satın alma niyetini ve müşteri sadakatini anlamlı şekilde etkilediği sonucuna varılmıştır. Araştırma sonuçlarının tüketici davranışlarını müşteri memnuniyeti, müşteri sadakati ve satın alma niyetini birlikte incelemesi açısından pazarlama literatürüne ve geliştirilen öneriler ile sektördeki birçok işletmeye katkı sunacağı düşünülmektedir. Anahtar Kelime: Pazarlama, Deneyimsel Pazarlama, Artırılmış Gerçeklik, Tüketici Davranışları
Developments in science and technology lead to important developments in the field of marketing, as in every field. Traditional tools, which were mainly used in marketing until recently, are being replaced by digital channels and applications. With AR technology, consumers can interact with the brand not only in stores and showrooms, but also in every area where they can connect to the internet, and it seems to be a technology that can allow them to have a unique experience even when they are at home. The rapid spread of technological developments in the global world and quick access to information have brought about the emergence of similar products almost all over the world and made it difficult to differentiate with product features. Therefore, today, many businesses aim to reach consumers by providing personalized and unique experiences, rather than standing out with their product features, and aim to differentiate and be permanent by appealing to their emotions. In this regard, a literature review was made, and the contributions of the experiential marketing approach and developments in augmented reality technology to marketing and their effects on consumer behavior were mentioned. In the study, 414 participants were reached and information about their experiences was obtained through an online survey. This information obtained was analyzed through SPSS 26.0 program. As a result of the analysis, it has been seen that augmented reality technology positively affects participation in experiential marketing activities and augmented reality-supported experiential marketing activities also positively affect consumer behavior. The study concluded that the use of augmented reality technology as an experiential marketing tool significantly affects participation in experiential marketing activities, customer satisfaction, customer purchase intention and customer loyalty. It is thought that the research results will contribute to the marketing literature and many businesses in the sector with the suggestions developed, in terms of examining consumer behavior, customer satisfaction, customer loyalty and purchasing intention together. Keywords: Marketing, Experiential Marketing, Augmented Reality, Consumer Behavior
Developments in science and technology lead to important developments in the field of marketing, as in every field. Traditional tools, which were mainly used in marketing until recently, are being replaced by digital channels and applications. With AR technology, consumers can interact with the brand not only in stores and showrooms, but also in every area where they can connect to the internet, and it seems to be a technology that can allow them to have a unique experience even when they are at home. The rapid spread of technological developments in the global world and quick access to information have brought about the emergence of similar products almost all over the world and made it difficult to differentiate with product features. Therefore, today, many businesses aim to reach consumers by providing personalized and unique experiences, rather than standing out with their product features, and aim to differentiate and be permanent by appealing to their emotions. In this regard, a literature review was made, and the contributions of the experiential marketing approach and developments in augmented reality technology to marketing and their effects on consumer behavior were mentioned. In the study, 414 participants were reached and information about their experiences was obtained through an online survey. This information obtained was analyzed through SPSS 26.0 program. As a result of the analysis, it has been seen that augmented reality technology positively affects participation in experiential marketing activities and augmented reality-supported experiential marketing activities also positively affect consumer behavior. The study concluded that the use of augmented reality technology as an experiential marketing tool significantly affects participation in experiential marketing activities, customer satisfaction, customer purchase intention and customer loyalty. It is thought that the research results will contribute to the marketing literature and many businesses in the sector with the suggestions developed, in terms of examining consumer behavior, customer satisfaction, customer loyalty and purchasing intention together. Keywords: Marketing, Experiential Marketing, Augmented Reality, Consumer Behavior
Açıklama
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, Üretim Yönetimi ve Pazarlama Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
