PAZARLAMA PERSPEKTİFİNDEN DİJİTAL BAĞIMLILIK ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME

Year 2024, Volume: 14 Issue: 3, 833 - 855, 30.09.2024

Ayşe Gülgün Türken , Aytekin Fırat

https://doi.org/10.18074/ckuiibfd.1481626

Abstract

Dijitalleşen dünyada bireyler olarak artan bir ivmeyle hayatlarımızda varlığını hissettiren teknojik cihazlara ve uygulamalara bakarak, dokunarak ve onlarla konuşarak günlerimizi sürdürmekteyiz. Zamanımızı, dikkatimizi ve paramızı giderek daha fazla tüketen dijital cihazlarımızın mümkün kıldığı dijital deneyimlere bağımlı olduğumuz söylenebilir. Bu bağımlılık hem akratik hem de mühendislik ürünü (bilerek tasarlanmış) sonucu ortaya çıkmaktadır. Teknoloji firmaları ve pazarlamacılar dijital ağlar ve büyük veri aracılığıyla bilgi edinmekte, elde edilen bilgileri kullanarak giderek daha fazla bağımlılık yaratan dijital deneyimler yaratmaktadırlar. Bu çalışmada dijitalleşen pazarlama stratejilerinin deneyimleri dijital bağımlılığa nasıl dönüştürdüğünü ortaya koymak amaçlanmıştır. Dijital pazarlama karması elemanları; ürün tasarımından reklam ve büyük veriye, her yerde bulunan dağıtım dinamiklerine ve “ücretsiz” fiyatlandırmaya kadar deneyimleri şekillendiren dijital stratejilerin rolü ele alınmıştır. Dijital bağımlılık gibi davranışsal bağımlılıkların "gerçek" bağımlılıklar olup olmadığının tartışıldığı günümüzde bireyler/tüketiciler için farkındalık yaratılmasının önemli olduğu ve bu kavramsal ilişkilendirilme çalışması ile literatüre derinlemesine bir bakış açısı sunulacağı düşünülmektedir.

Keywords

Dijital bağımlılık, Dijital deneyim, Pazarlama karması

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