Omnichannel Reklam Stratejilerinde Kullanıcı Deneyimi Dengesi: Etkileşim, Tutarlılık Ve Algı Yönetimi

Year 2025, Volume: 28 Issue: 2, 683 - 699, 30.11.2025

Mustafa Merdin , Süleyman Karaçor

Abstract

Bu makale, omnichannel reklam stratejilerinde kullanıcı deneyimi dengesini etkileşim, tutarlılık ve algı yönetimi boyutlarıyla inceleyen kavramsal bir çalışmadır. Anlatımsal sistematik tarama ve tematik sentez yoluyla 2006–2025 döneminde yayımlanan çalışmalar değerlendirilmiş; CJM temelli kanal-ötesi senkronizasyon, veri-odaklı kişiselleştirme ve programatik hedeflemenin UX üzerindeki etkileri analiz edilmiştir. Bulgular, içerik-zamanlama-bağlam üçlüsünün uyumlu kurgulanmasının memnuniyet, güven ve sadakati artırdığını; ancak aşırı izleme algısı ve algoritmik önyargının algı yönetimi ve güveni zedeleyebileceğini göstermektedir. GDPR/DSA/KVKK çerçeveleriyle şeffaflık ve kullanıcı kontrolünün artırılması, kişiselleştirmenin kabulünü ve uzun dönemli CLV’yi destekler. Sonuç olarak, reklamın omnichannel mimaride yalnızca iletim değil, deneyimin taşıyıcı unsuru olduğu; etik-uyumlu kişiselleştirme ve açıklanabilir AI entegrasyonunun sürdürülebilir performans için kritik olduğu savunulmaktadır.

Keywords

Omnichannel pazarlama , reklamcılık , kullanıcı deneyimi , dijital tüketici davranışı , kişiselleştirme

Balancing User Experience in Omnichannel Advertising Strategies: Interaction, Consistency, and Perception Management

Abstract

This article is a conceptual study examining the balance of user experience in omnichannel advertising strategies in terms of interaction, consistency, and perception management. Using a narrative systematic search (2006–2025) and thematic synthesis, we analyze cross-channel synchronization (CJM), data-driven personalization, and programmatic targeting and their impact on UX. Findings indicate that aligning content–timing–context elevates satisfaction, trust, and loyalty, whereas perceived over-tracking and algorithmic bias may erode perception and confidence. Within GDPR/DSA/KVKK frameworks, transparency and user control increase acceptance of personalization and support long-term CLV. We conclude that advertising functions as a structural component of experience in omnichannel architectures, and that ethics-aligned personalization with explainable AI is pivotal for sustainable performance.

Keywords

Omnichannel marketing , advertising , user experience , digital consumer behavior , personalization

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