Research Article

TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR

Volume: 35 June 17, 2026
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TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR

Abstract

This study investigates the intellectual structure and interdisciplinary development of transhumanism in the context of artificial intelligence and marketing. While transhumanism has traditionally been discussed in philosophical terms, its implications for consumer behavior and strategic marketing remain underexplored. To address this gap, a bibliometric analysis was conducted on 235 academic publications retrieved from Scopus and Web of Science databases between 2000 and 2025. Using VOSviewer, three analyses were performed: keyword co-occurrence, country-level co-authorship, and bibliographic coupling of sources. The findings reveal a dual structure in the literature. One cluster emphasizes ethical, philosophical, and cognitive foundations, while the other focuses on applied domains such as neuromarketing, consumer personalization, and digital embodiment. The keyword network highlights key themes including human enhancement, algorithmic governance, and brain-computer interfaces. International collaboration is concentrated in Western countries, yet signs of global diffusion are emerging. The proposed conceptual framework illustrates how technological domains such as cognitive augmentation, AI-based personalization, human-machine interaction, and bodily integration co-evolve with the emergence of the “transhumanist consumer.” This study contributes to the literature by systematically mapping a fragmented research field and offering a conceptual model that bridges philosophical inquiry with strategic marketing. The results provide a foundation for future empirical research on digitally enhanced consumer profiles, ethical design, and neurotechnology-oriented decision systems.

Keywords

References

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Details

Primary Language

English

Subjects

Marketing (Other)

Journal Section

Research Article

Publication Date

June 17, 2026

Submission Date

May 10, 2025

Acceptance Date

September 10, 2025

Published in Issue

Year 2026 Volume: 35

APA
Seren, N. (2026). TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 35. https://doi.org/10.35379/cusosbil.1696936
AMA
1.Seren N. TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2026;35. doi:10.35379/cusosbil.1696936
Chicago
Seren, Nebi. 2026. “TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 35 (June). https://doi.org/10.35379/cusosbil.1696936.
EndNote
Seren N (June 1, 2026) TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 35
IEEE
[1]N. Seren, “TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol. 35, June 2026, doi: 10.35379/cusosbil.1696936.
ISNAD
Seren, Nebi. “TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 35 (June 1, 2026). https://doi.org/10.35379/cusosbil.1696936.
JAMA
1.Seren N. TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2026;35. doi:10.35379/cusosbil.1696936.
MLA
Seren, Nebi. “TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol. 35, June 2026, doi:10.35379/cusosbil.1696936.
Vancouver
1.Nebi Seren. TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2026 Jun. 1;35. doi:10.35379/cusosbil.1696936