TY  - JOUR
T1  - KRİPTO VARLIKLARIN TERCİH EDİLMESİNDE DİJİTAL PAZARLAMA ARAÇLARININ ROLÜ: YAPAY ZEKÂ COİNLERİ ÜZERİNE BİR UYGULAMA
TT  - "THE ROLE OF DIGITAL MARKETING TOOLS IN THE PREFERENCE OF CRYPTO ASSETS: AN APPLICATION ON ARTIFICIAL INTELLIGENCE COINS"
AU  - Türker, Onur
AU  - Özırmak, Metehan
PY  - 2025
DA  - September
Y2  - 2025
DO  - 10.17130/ijmeb.1569654
JF  - Uluslararası Yönetim İktisat ve İşletme Dergisi
JO  - ijmeb
PB  - Zonguldak Bulent Ecevit University
WT  - DergiPark
SN  - 2147-9208
SP  - 977
EP  - 999
VL  - 21
IS  - 3
LA  - tr
AB  - Bu çalışmanın temel amacı, dijital pazarlama araçlarının önem düzeyini karşılaştırmalı olarak belirleyerek, pazarlama karar vericilerine stratejik bir yol haritası sunmaktır. Özellikle yapay zekâ tabanlı coinler üzerinden geliştirilen stratejiler değerlendirilmiştir. Araştırmada önce, dijital pazarlama araçlarının göreli önem dereceleri Analitik Hiyerarşi Prosesi (AHP) yöntemiyle belirlenmiş, ardından bu ağırlıklar kullanılarak alternatifler TOPSIS yöntemiyle sıralanmıştır. AHP sonuçlarına göre arama motoru pazarlaması %62,2 ile en etkili strateji olarak öne çıkarken bunu influencer pazarlama (%18,7) ve sosyal medya pazarlaması (%10,2) takip etmiştir. TOPSIS analizinde ise en yüksek yakınlık katsayısı sosyal medya reklam kampanyasına (0,936) ait olup bu strateji ilk sırada yer almıştır. Ardından kripto influencer iş birliği (0,801) ve Google Ads kampanyası (0,702) gelmektedir. Bulgular, AHP ve TOPSIS yöntemlerinin birlikte kullanılmasıyla stratejilerin hem önem düzeylerinin hem de uygulanabilirliğinin sistematik biçimde değerlendirilebileceğini göstermektedir. Araştırma, dijital varlık pazarlamasına ilişkin karar verme süreçlerine katkı sağlayacak bütüncül bir yöntemsel çerçeve sunmaktadır.
KW  - Kripto Varlık
KW  - Yapay Zeka Coinleri
KW  - Dijital Pazarlama
KW  - Sosyal Medya
KW  - Analitik Hiyerarşi Prosesi
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UR  - https://doi.org/10.17130/ijmeb.1569654
L1  - https://dergipark.org.tr/en/download/article-file/4297981
ER  -