PAZARLAMA PERSPEKTİFİNDEN DİJİTAL BAĞIMLILIK ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME

Yıl 2024, Cilt: 14 Sayı: 3, 833 - 855, 30.09.2024

Ayşe Gülgün Türken , Aytekin Fırat

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

Öz

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.

Anahtar Kelimeler

Dijital bağımlılık, Dijital deneyim, Pazarlama karması

Kaynakça

• Kaynakça Akdemir, R., ve Aytekin, F. (2022). Paylaşım ekonomisinde bireylerin dijital platformlarda ürün/hizmet kiralama niyetlerinin ajzen’in planlanmış davranış teorisi kapsamında değerlendirilmesi. Akademik Hassasiyetler, 9(20), 35-62.
• Akyol, B. ve Aksatan, M. (2013). Akış teorisinin, müze ziyaretlerine uygulanabilirliğine dair kavramsal bir model ve araştırma önerileri. Pazarlama ve Pazarlama Araştırmaları Dergisi, 12(6), 69-90.
• Alavi, S., Ferdosi, M., Jannatifard, F., Eslami, M., Alaghemandan, H. ve Setare, M. (2012). Behavioral addiction versus substance addiction: Correspondence of psychiatric and psychological views. International Journal of Preventive Medicine, 3(4), 290-294.
• Alter, A. (2017), Irresistible: The Rise of Addictive Technology and the Business of Keeping Us Hooked. London: Penguin. American Psychiatric Association (2018). Top ten things everyone should know about addiction? Erişim Tarihi: 14/02/2024 https://www.psychiatry.org/patients-families/addiction/what-is-addiction. (Rapor: APA: What Is a Substance Use Disorder?). Washington.
• Barnes, S. J., Pressey A. ve Scornavacca, E. (2019). Mobile ubiquity: Understanding the relationship between cognitive absorption, smartphone addiction and social network services. Computers in Human Behavior, 90(1), 246–258.
• Bickel, W. ve Yi, R. (2008). Temporal Discounting as a Measure of Executive Function: Insights from the Competing Neuro-Behavioural Decision System Hypothesis of Addiction. D. Houser ve K. McCabe (Ed.). Advances in Health Economics and Health Services Research: Neuroeconomics içinde (s. 289-310). Bingley, UK: Emerald.
• Blake, A. (2007). Drugs and Popular Music in the Modern Age. P. Manning (Ed.) Drugs and Popular Culture: Drugs, Media and Identity in Contemporary Society içinde (ss. 103-116). Cullompton, UK: Willan.
• Campbell, C. ve Grimm, P. (2019). The challenges native advertising poses: Exploring potential ftc responses and ıdentifying research needs. Journal of Public Policy ve Marketing, 38(1), 110–123.
• Carr, N. (2011), The Shallows: What the Internet is Doing to Our Brains. New York: W.W. Norton and Company.
• Chaffey, D., ve Ellis, C. F. (2019). Digital Marketing. UK: Pearson.
• Chappell, D., Eatough, V. Davis, M. ve Griffiths, M. (2006). Everquest-it’s just a computer game right? an interpretative phenomenological analysis of online gaming addiction. International Journal of Mental Health and Addiction, 4(3), 205-216.
• Chen, J., Fan, M. ve Li, M. (2016). Advertising versus brokerage model for online trading platforms. MIS Quarterly, 40(3), 575-596.
• Cooper, A. (9 Nisan 2017). What is brain hacking? tech ınsiders on why you should care. Erişim tarihi: 09/01/2024. https://www.cbsnews.com/news/brain-hacking-tech-insiders-60-minutes.
• Cotte, J. ve Latour, K. A. (2008). Blackjack in the kitchen: Understanding online versus casino gambling. Journal of Consumer Research, 35(5), 742-758. Csikszentmihalyi, M. (1992), Optimal Experience: Psychological Studies of Flow in Consciousness. Cambridge: Cambridge University Press.
• Kemp, S. (31 Ocak 2024). Digital 2024: Global overview report. Erişim tarihi: 05/02/2024 https://datareportal.com/reports/digital-2024-global-overview-report.
• Dignan, L. (5 Haziran 2018). Apple, google have similar phone addiction approaches with ios, android. Erişim tarihi: 9/01/2024 https://www.zdnet.com/article/apple-google-have-similar-phone-addiction-approaches-with-ios-android/
• Doan, A. ve Strickland, B. (2012). Hooked on Games: The Lure and Cost of Video Games and Internet Addiction. Thornhill: FEP International.
• Ferster, C.B. ve Skinner, B.F. (1957). Schedules of Reinforcement. East Norwalk. CT: Appleton-Century-Crofts.
• French, S. (2003). Pricing effects on food choices. Journal of Nutrition, 133(3), 841-843.
• Fung, B. (23 Eylül 2014). Facebook and okcupid’s psychological studies were ıllegal under maryland law. Erişim tarihi: 09/01/2024 https://www.washingtonpost.com/news/theswitch/wp/2014/09/23/facebook-and-okcupids-psychological-studies-were-illegal-under-maryland-law-professor-argues/
• Glautier, S. (1994). Classical Conditioning, Drug Cues and Drug Addiction. C.B. Legg ve D. Booth (Ed). Appetite: Neural and Behavioral Bases içinde (s. 165-192). Oxford: Oxford University Press.
• Golub, A. ve Lingley, K. (2008). Just like the qing empire: Internet addiction, mmogs, and moral crisis in contemporary China. Games and Culture, 3(1), 59–75.
• Goodson, S. (5 Mart 2012). If you’re not paying for it, you become the product. Erişim tarihi: 9/01/2024 https://www.forbes.com/sites/marketshare/2012/03/05/if-youre-not-paying-for-it-you-become-the-product/?sh=5a50c07a5d6e
• Helm-Estabrooks, N. (2004). The problem of perseveration. Seminars in Speech and Language, 25(4), 289-290. World Health Organisation (2019). Gaming disorder, primarily online ICD-11 raporu (Rapor No: ICD-11: 6C51.0) Erişim Tarihi: 13/04/2024 https://icd.who.int/browse11/l-m/en#/http://id.who.int/icd/entity/338347362. UK.
• Kayabaşı, A. ve Söylemez, C. (2020). Dijital Pazarlama. Bursa: Ekin Basım Yayın Dağıtım.
• Kim, K., Milne, G.R. ve Bahl, S. (2018). Smart phone addiction and mindfulness: An intergenerational comparison. International Journal of Pharmaceutical and Healthcare Marketing, 12(1) 25-43.
• Kimppa, K., Heimo, O.I. ve Harviainen, T. (2016). First dose is always freemium. ACM SIGCAS Computers and Society, 45(3) 132–137.
• Korn, D., Gibbins, R. ve Azmier, J. (2003). Framing public policy towards a public health paradigm for gambling. Journal of Gambling Studies, 19(2), 235-256.
• Kotler, S. (15 Ocak 2014). Legal heroin: Is virtual reality our next hard drug? Erişim tarihi: 07/01/2024 https://www.forbes.com/sites/stevenkotler/2014/01/15/legal-heroin-is-virtual-reality-our-next-hard-drug/?sh=ec525c1a010d
• Kovac, V. B. (2013). The more the ‘merrier’: A multi-sourced model of addiction. Addiction Research and Theory, 21(1), 19-32.
• Kuss, D. J. ve Griffiths, M.D. (2012). Internet and gaming addiction: A systematic literature review of neuroimaging studies. Brain Sciences, 2(3), 347-374.
• Kuss, D. J. ve Olatz, L.F. (2016). Internet addiction and problematic ınternet use: A systematic review of clinical research. World Journal of Psychiatry, 6(1), 143-176.
• Kwon, M., Lee, J.Y., Won, W.Y., Park, J.W., Min, J.A. ve Hahn, C. (2013). Development and validationof a smartphone addiction scale (sas). PloS One, 8 (2), 1-7.
• Laconi, S., Rodgers, R. ve Henri C. (2014). The measurement of internet addiction: A critical review of existing scales and their psychometric properties. Computers in Human Behavior, 41, 190–202.
• Ledbetter, J. (29 Aralık 2016). Game in-app purchases are warping kids: Understanding of basic economic ideas. Erişim tarihi: 12/01/2024 https://qz.com/873348/50000-coins-for-1-99-how-mobile-gamein-app-purchases-are-warping-kids-understanding-of-basic-economic-ideas/
• Lee, S. A. ve Jeong, M. (2012). Effects of e‐servicescape on consumers’ flow experiences. Journal Of Hospitality And Tourism Technology, 3(1), 47-59.
• Littleton, J. (2000). Can craving be modelled in animals? The relapse prevention perspective. Addiction, 95 (2), 83-90.
• Marangoz, M. (2018), İnternette Pazarlama. İstanbul: Beta Basım Yayım Dağıtım.
• Martin, I. M., Kamins, A. M., Pirouz, D. M., Davis, S. W., Haws, L.K. ve Mirabito, A. M. (2013). On the road to addiction: The facilitative and preventive roles of marketing cues. Journal of Business Research, 66(8), 1219–1226.
• McGraw, K. O. ve Fiala, J. (1982). Undermining the zeigarnik effect: Another hidden cost of reward. Journal of Personality, 50(1), 58-66.
• Montag, C. ve Walla, P. (2016). Carpe diem instead of losing your social mind: Beyond digital addiction and why we all suffer from digital overuse. Cogent Psychology, 3(1), 1-21.
• Mucuk, İ. (2017), Pazarlama İlkeleri. İstanbul: Türkmen Kitabevi.
• Nakamura, J., ve Csikszentmihalyi, M. (2009). The Concept Of Flow. C.R. Snyder ve S. J. Lopez (Ed). Oxford Handbook Of Positive Psychology içinde (s. 89–105). UK: Oxford University Press.
• San Jose, C. (4 Haziran 2018). Apple ceo tim cook speaks at apple's worldwide developer conference. Erişim tarihi: 8/01/2024 https://www.nbcnews.com/tech/tech-news/apple-wants-help-you-deal-smartphone-addiction-n879951
• Orford, J. (2001). Addiction as excessive appetite. Addiction, 96(1), 15–31.
• Orphanides, A. ve Zervos, D. (1995). Rational addiction with learning and regret. Journal of Political Economy, 103(4), 739-758.
• Öz, N.D. ve Üstün, F. (2022). Are we playing mobile games becuse we are bored? An exploratory study on university students. Mediterranean Journal of Sport Science, 5(3), 636-650.
• Pitrez, J. (2022). Information design for augmented reality challenges and concerns of ınterdisciplinary practice. Virtual and Augmented Reality for Architecture and Design içinde (s. 56-87), CRC Press.
• Roberts, M. L. ve Zahay, D. L. (2018). Internet Marketing: Integrating Online and Offline Strategies. M. Roche (Ed.). A Digital Environment içinde (s. 1-38). Boston: Cengage Learning.
• Robinson, T. E. ve Berridge, K. (2000). The psychology and neurobiology of addiction: An incentive–sensitization view. Addiction, 95(2), 91-117.
• Rogers, P. J. ve Hendrick, S. (2000). Food craving and food ‘addiction’: A critical review of the evidence from a biopsychosocial perspective. Pharmacology Biochemistry and Behavior, 66(1), 3–14.
• Rozendaal, M. C., Vermeeren, A. P., ve Issidorides, D. C. (2018). Using mobile technologies to capture the visitor experience. Museum experience design: Crowds, cosystems and novel technologies, 239-258.
• Sandor, R. S. (2009), Thinking Simply About Addiction: A Handbook for Recovery. New York: Penguin Sandor.
• Sattelberg, W. (24 Şubat 2023). Longest snapchat streak. Erişim tarihi: 08/01/2024 https://www.alphr.com/longest-snapchat-streak/
• Seiders, K. ve Petty, R.D. (2004). Obesity and the role of food marketing: A policy analysis of issues and remedies. Journal of Public Policy ve Marketing, 23(2), 153-169.
• Shaffer, H., Hall, M. ve Bilt, J. V. (2000). Computer addiction: A critical consideration. American Journal of Orthopsychiatry, 70(2), 162-168.
• Shearlaw, M. (1 Ağustos 2016). Facebook lures africa with free ınternet but what ıs the hidden cost? Erişim tarihi: 09/01/2024 https://www.theguardian.com/world/2016/aug/01/facebook-free-basics-internet-africa-mark-zuckerberg
• Siemens, J.C. ve Kopp, S. (2011). The influence of online gambling environments on self-control. Journal of Public Policy ve Marketing, 30(2), 279-293.
• Tsukayama, H. (7 Haziran 2018). Experts grade apple’s and google’s new tools to fight smartphone addiction. Erişim tarihi: 11/01/2024 https://www.washingtonpost.com/news/the-switch/wp/2018/06/07/experts-grade-apples-and-googles-new-tools-to-fightsmartphone-addiction
• Turkle, S. (2017), Alone Together: Why We Expect More from echnology and Less from Each Other. London: Hachette UK.
• Van Rooji, A., Schoenmakers, T.M., Vermulst, A.A., Eijnden, V. ve Mheen, D.V. (2011). Online video game addiction: Identification of addicted adolescent gamers. Addiction, 106(1), 205-212.
• Ward, A. F., Duke, K., Gneezy, A. ve Bos, M. (2017). Brain drain: The mere presence of one’s own smartphone reduces available cognitive capacity. Journal of the Association for Consumer Research, 2(2) 140-154.
• Webb, J., Edward A., Web, N. Goerss, J., Beljan, P. ve Olenchak, R. (2005). Misdiagnosis and Dual Diagnoses of Gifted Children and Adults: ADHD, Bipolar, OCD, Asperger’s, Depression, and Other Disorders. AZ: Great Potential Press.
• Widyanto, L. ve Griffiths, M. (2007). Internet Addiction: Does It Really Exist? (Revisited). J. Grackenbach (Ed.). Psychology and the Internet 2nd içinde (s. 141-163). Orlando: Academic Press.
• Worsley, A. (2002). Nutrition knowledge and food consumption: Can nutrition knowledge change food behaviour? Asia Pacific Journal of Clinical Nutrition, 11(3), 579-585.
• Wu, T. (2017), The Attention Merchants: How Our Time and Attention are Gathered and Sold. New York: Vintage Books.
• Pan, Y.C., Chiu Y.C. ve Lin, Y.H. (2020). Systematic review and meta-analysis of epidemiology of internet addiction. Neuroscience Biobehaviour Reviews. 118, 612-622.
• Young, K. S. (1998). Internet addiction: The emergence of a new clinical disorder. Cyberpsychology and Behavior, 1(3), 237–344.
• Yuwono, M. R., ve Virlia, S. (2022). Leisure boredom affects gaming disorder on emerging adult smartphone users, ANIMA Indonesian Psychological Journal, 37(1).