THE JOURNEY OF THE CONSUMER IN THE DIGITALIZATION TRANSFORMATION PROCESS

Abstract

Increasing consumer interaction due to the development of communication facilities has had great importance on company decisions. Digital transformation, one of these decisions, necessitated the transfer of actual business processes to digital. The central dynamic that reveals this necessity is the digitalization of the consumer. With the digitalization of the consumer, the attitudes of the companies towards the consumers and the expectations of the consumers from the companies have changed. In this context, it has been aimed to compile and examine the studies with the keywords "customer" and "consumer" in the publications on digital transformation in the WOS (Web of Science) database. In addition, the study aims to examine the qualified academic studies on the digital consumer from a conceptual perspective and reveal possible literature gaps on which future studies in this context can focus. The research results provide an overview of the studies on the digital transformation between 2010-2021. It also contributes to the literature by visualizing the role of the consumer in digital transformation.

Keywords

• Digital Transformation
• Digital Marketing
• Consumer
• Bibliometric Analysis

TÜKETİCİNİN DİJİTALLEŞME DÖNÜŞÜM SÜRECİNDEKİ YOLCULUĞU

Öz

İletişim olanaklarının gelişmesi nedeniyle artan tüketici etkileşimi, şirket kararlarında büyük öneme sahip olmuştur. Bu kararlardan biri olan dijital dönüşüm, gerçek iş süreçlerinin dijitale aktarılmasını zorunlu kılmıştır. Bu gerekliliği ortaya çıkaran temel dinamik ise tüketicinin dijitalleşmesidir. Tüketicilerin dijitalleşmesi sayesinde firmaların tüketicilere yönelik tutumu ve tüketicilerin onlardan beklentileri değişime uğramıştır. Bu bağlamda çalışmada, WOS (Web of Science) veri tabanında yer alan dijital dönüşüm üzerine yazılmış çalışmalardan “müşteri” ve “tüketici” anahtar kelimelerini içerenlerin toplanması ve incelenmesi amaçlanmıştır. Dahası bu çalışma; dijital dönüşüm üzerine yazılmış akademik açıdan nitelikli çalışmaların kavramsal bir çerçeve üzerinden incelenmesini ve ileride bu alanda yapılacak çalışmaların odaklanması muhtemel literatür boşluklarını açığa çıkarmayı hedeflemektedir. Çalışmanın sonuçları dijital dönüşüm alanında 2010-2021 yılında dijital dönüşüm alında yapılan çalışmalara yönelik bir genel bakış sağlamaktadır. Çalışma literatüre dijital dönüşümün rolünün literatür destekli olarak görselleştirilmesi ile de katkı sağlamaktadır.

Anahtar Kelimeler

• Dijital Dönüşüm
• Dijital Pazarlama
• Tüketici
• Bibliyometrik Analiz

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