TY  - JOUR
T1  - Tüketici Deneyiminde Anlam Odaklı Mikro Anların Yükselişi
TT  - The Rise of Meaning-Focused Micro-Moments in Consumer Experience
AU  - Akın, Pınar Duygu
PY  - 2025
DA  - November
Y2  - 2025
JF  - Simetrik İletişim Araştırmaları Dergisi
JO  - SİAD
PB  - Fuat USTAKARA
WT  - DergiPark
SN  - 2667-5692
SP  - 91
EP  - 114
VL  - 4
IS  - 2
LA  - tr
AB  - Bu çalışma; dijitalleşme ile tüketici karar yolculuğunda daha belirleyici hâle gelen mikro anları, anlam odaklı tüketici deneyimi perspektifinden ele almaktadır.  Dolayısıyla bu çalışmanın amacı, mikro anların yalnızca bilişsel ve mobil odaklı karar noktaları olmadığına, tüketicinin anlam arayışı ve duygusal ihtiyaçlarını da kapsayan çok boyutlu deneyimsel fırsatlar sunduğuna teorik bir çerçeve sunmaktır. Bu kapsamda bilgi arama, mobil cihaz kullanımı ve satın alma kararları bağlamında bilişsel düzeyde ele alınan mikro anların; zaman, mekân, ruh hâli ve sosyal bağlam gibi değişkenlerle şekillenen çok boyutlu deneyimsel anlar olduğuna teorik bir çerçeve sunulmuştur. Geliştirilen “Anlam Odaklı Mikro Anlar” yaklaşımı tüketicinin yalnızca ne yaptığına değil; aynı zamanda ne hissettiğine, hangi bağlamda bu eylemi gerçekleştirdiğine ve bu eylemi hangi değer çerçevesinde anlamlandırdığına odaklanmaktadır. Böylelikle mikro anları yalnızca “an” üzerinden değil, “anlam” üzerinden ele alan bu çalışmanın tüketici davranışları ve deneyimsel pazarlama alanı için teorik ve pratik katkılar sunacağı düşünülmektedir. Öncelikle çalışma teorik açıdan tüketiciyle kurulacak anlık; fakat yüzeysel olmayan etkileşimlerin, zihinsel ve duygusal izler bırakabileceğine ilişkin ipuçları sunmaktadır. Aynı zamanda bilgiye ulaşmak ya da bir şey satın almak gibi eylemlerin yanı sıra, deneyimsel ihtiyaca temas eden kısa ama etkili temas noktaları olan mikro anların; kişiselleştirilmiş tüketici deneyimi stratejileri geliştirecek pazarlama uzmanları için de önemli çıkarımları temsil edeceği düşünülmektedir.
KW  - Mikro-anlar
KW  - Mikro-anlar pazarlaması
KW  - Tüketici deneyimi
KW  - Deneyimsel pazarlama
KW  - Tüketici karar verme süreci
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UR  - https://dergipark.org.tr/tr/pub/siad/issue//1785469
L1  - https://dergipark.org.tr/tr/download/article-file/5248108
ER  -