turajas

Turkish Research Journal of Academic Social Science

2667-4491 2667-4491

Hüdaverdi BİRCAN

10.59372/turajas.1758569

Digital Marketing

Dijital Pazarlama

Bibliometric Analysis of Studies Related to Reality Technologies in Marketing

Pazarlamada Gerçeklik Teknolojileri İle İlgili Çalışmaların Bibliyometrik Analizi

https://orcid.org/0000-0001-7061-1518

Öniz

Caner

SİVAS CUMHURİYET ÜNİVERSİTESİ

https://orcid.org/0000-0002-0268-1810

Karaca

Şükran

SİVAS CUMHURİYET ÜNİVERSİTESİ

01 03 2026

8 2 200 212 08 05 2025 11 02 2025

2018

Turkish Research Journal of Academic Social Science

The accelerating pace of technological advancements in recent years has brought about structural and strategic transformations within the field of marketing. Particularly under the influence of digitalization, consumer expectations have shifted toward more interactive, personalized, and experience-oriented practices. In this context, the concept of Extended Reality (XR) has emerged as a comprehensive term in the literature, encompassing Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) technologies.This study presents a bibliometric analysis aiming to explore the integration of reality technologies into marketing literature. The analysis covers publications indexed in the Web of Science (WOS) database between 2016 and 2025, filtered by the keyword “marketing” and the terms “virtual reality,” “augmented reality,” “mixed reality,” and “extended reality.” Only articles categorized under the business field—including journal articles, research articles, and early access publications—were included in the analysis, while book chapters and conference proceedings were excluded.The findings highlight the transformative potential of augmented, virtual, and mixed reality technologies in shaping marketing strategies and practices. The analysis offers valuable insights for both academics and practitioners seeking to utilize these technologies effectively. Ultimately, this study aims to support stakeholders by enabling a better understanding of the leading authors, countries, institutions, and emerging trends that stand out in terms of citation and publication networks. Moreover, it serves as a preliminary reference for researchers planning to conduct further studies in this field.

Günümüzde teknolojik gelişmelerin ivme kazanması, pazarlama disiplininde de yapısal ve stratejik dönüşümleri beraberinde getirmiştir. Özellikle dijitalleşmenin etkisiyle, tüketici beklentileri daha etkileşimli, kişiselleştirilmiş ve deneyim merkezli uygulamalara yönelmiştir. Bu dönüşüm bağlamında öne çıkan genişletilmiş gerçeklik (extended reality – XR) kavramı, sanal gerçeklik (VR), artırılmış gerçeklik (AR) ve karma gerçeklik (MR) teknolojilerini kapsayan bütüncül bir üst kavram olarak literatürde yerini almıştır.Bu çalışma, gerçeklik teknolojilerinin pazarlama literatüründeki yerini ortaya koymak amacıyla bir bibliyometrik analiz sunmaktadır. Araştırma kapsamında, 2016-2025 yılları arasında Web of Science (WOS) veri tabanında "marketing" başlığıyla taranan ve “virtual reality”, “augmented reality”, “mixed reality” ve “extended reality” anahtar kelimelerini içeren yayınlar analiz edilmiştir. Yalnızca işletme alanına ait makaleler, araştırma makaleleri ve erken erişimdeki çalışmalar değerlendirmeye alınmış; kitap bölümleri ve konferans bildirileri ise analiz dışı bırakılmıştır.Elde edilen bulgular, artırılmış gerçeklik, sanal gerçeklik ve karma gerçeklik teknolojilerinin pazarlama stratejileri ve uygulamaları üzerindeki dönüştürücü etkisini gözler önüne sermektedir. Gerçekleştirilen analiz, söz konusu teknolojilerden yararlanmak isteyen akademisyenler ve uygulayıcılar için önemli içgörüler sunmaktadır. Sonuç olarak, bu çalışma; araştırmacıların atıf ve yayın ağlarında öne çıkan yazarları, ülkeleri, kurumları ve yeni eğilimleri tanıyarak pazarlama stratejilerinde gerçeklik teknolojilerini daha etkili kullanabilmelerine katkı sağlamayı amaçlamaktadır. Ayrıca, ilgili alanda çalışma yapmayı planlayan araştırmacılar için yol gösterici bir ön analiz niteliği taşımaktadır.

Genişletilmiş Gerçeklik Teknolojileri Sanal Gerçeklik Artırılmış Gerçeklik Karma Gerçeklik Bibliyometrik Analiz

Extended Reality Technologies Virtual Reality Augmented Reality Mixed Reality Bibliometric Analysis

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