DİJİTAL TÜKETİM KÜLTÜRÜNDE PAZARLAMA İLETİŞİMİ ÇALIŞMALARININ NÖROBİLİM TEKNİKLERİYLE ANLAŞILMASINA YÖNELİK KAVRAMSAL DÜZEYDE STRATEJİ ÖNERİLERİ

Year 2023, Volume: 10 Issue: 2, 1710 - 1723, 02.08.2023

Ömer Kürşad Tüfekci , Ferdi Akbıyık

https://doi.org/10.30798/makuiibf.1282255

Cited By: 2

Abstract

Pazarlama iletişimi çabalarının dijital tüketim kültüründe karmaşıklaşan yapısı, bu çabaların etkilerinin daha derin bir şekilde anlaşılmasını ve ölçülmesini gerektirmektedir. Nörobilim teknikleri bu bağlamda önemli bir noktaya ulaşmıştır. Bu makale, bu tür teknikleri kullanan pazarlama iletişimi çabalarını anlamak için kavramsal düzeyde strateji önerileri sunmayı amaçlamaktadır. Makale, tüketici davranışları ve tercihleri hakkında bilgi edinmek için EEG, fMRI ve göz izleme gibi nöropazarlama araştırma yöntemlerinin kullanılmasını önermektedir. Makale ayrıca tüketici davranışı ve tercihlerindeki kültürel farklılıkları açıklamak için kültürler arası araştırma yöntemlerinin kullanılmasını önermektedir. Bununla birlikte makale, sosyal medya pazarlaması, içerik pazarlaması ve mobil pazarlama gibi dijital tüketim kültüründe tüketicilere etkili bir şekilde ulaşmak için birden fazla kanalı kullanan bütünleşik pazarlama iletişimi stratejileri önermektedir. Genel olarak, bu kavramsal düzeydeki strateji önerileri, nörobilim teknikleri kullanılarak dijital tüketim kültüründe pazarlama iletişimi çabalarının etkisini daha iyi anlamak ve ölçmek için bir çerçeve sunmaktadır. Pazarlamacılar ve araştırmacılar bu önerileri izleyerek daha etkili pazarlama stratejileri geliştirebilir ve bu bağlamda tüketici davranışları ve tercihleri hakkında daha derin bir anlayış kazanabileceklerdir.

Keywords

Pazarlama iletişimi, dijital tüketim, nörobilim teknikleri

CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE

Abstract

The increasing complexity of marketing communication efforts in digital consumption culture requires a deeper understanding and measurement of their impact. Neuroscience techniques have become essential in this regard, and this paper proposes conceptual level strategy recommendations for understanding marketing communication efforts using such techniques. The paper recommends the use of neuromarketing research methods, such as EEG, fMRI, and eye-tracking, to gain insights into consumer behavior and preferences. Besides, the paper also suggests the use of cross-cultural research methods to account for cultural differences in consumer behavior and preferences. Moreover, the paper proposes integrated marketing communication strategies that leverage multiple channels to effectively reach consumers in digital consumption culture, such as social media marketing, content marketing, and mobile marketing. Overall, these conceptual level strategy recommendations provide a framework for better understanding and measuring the impact of marketing communication efforts in digital consumption culture using neuroscience techniques. By following these recommendations, marketers and researchers can develop more effective marketing strategies and gain a deeper understanding of consumer behavior and preferences in this context.

Keywords

Marketing communication, digital consumption, neuroscience techniques

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