REKLAMCILIKTA YAPAY ZEKA: HEDEFLEME VE KİŞİSELLEŞTİRMEYE YÖNELİK BİBLİYOMETRİK ANALİZ*

Yıl 2024, Cilt: 12 Sayı: 2, 366 - 394, 26.12.2024

Bekir Bulut , Ali Erkam Yarar

https://doi.org/10.14514/beykozad.1551121

Öz

Son yıllarda yapay zeka (Artifical Intellegence-AI) ve uygulamalarının kullanımı yaygınlaşmakta ve gelişimini her geçen gün artırarak sürdürmektedir. Yapay zeka ve uygulamalarının gelişimine bağlı olarak reklamcılık alanında kullanılması tüketici içgörülerini yakalama, medya planlama ve satın alma, reklamın etkinliğini ölçme, yeni reklamların tasarlanması, hedef kitleye ulaşma ve kişiselleştirme açısından kolaylıklar sağlamaktadır. Hedef kitleye ulaşmada yapay zeka, elde ettiği verileri derinlemesine analiz ederek tüketici davranışlarını, demografik bilgileri, çevresel faktörleri analiz eder ve reklamcıların hedef kitleyi daha iyi anlamalarına yardımcı olmaktadır. Tüketicinin özelliklerini, ilgi alanlarını ve davranışlarını bilmek, reklamverenin en uygun ürün veya hizmet ile tüketicinin karşısına çıkmasına olanak tanır. Müşteri yolculuğunun kişiselleştirilmesinde ise yapay zeka algoritmaları reklam ögelerini analiz ederek tüketicinin ilgisine göre sunduğu ürün veya hizmet ile etkileşimi en üst seviyeye çıkarmayı hedeflemektedir. Yapay zekanın hedefleme ve kişiselleştirme ile reklamcılığı yeniden şekillendirdiği, doğru hedef kitleye doğru mesajı doğru zamanda iletmede önemli katkılar sağladığı düşünülmektedir. Bu çalışmada, literatürde son 10 yılda (2014-2024) yapay zekanın reklamcılık alanında kullanılmasına yönelik hedefleme ve kişiselleştirmeyi içeren makalelerin bibliyometrik çerçevede analiz edilmesi ve reklamcılık alanındaki gelişiminin haritalandırılması amaçlanmaktadır. Bu amaç doğrultusunda belirlenen anahtar kelimeler ve çeşitli eleme kriterleri uygulanarak Web of Science ve Scopus veri tabanlarında toplam 790 makaleye ulaşılmıştır. Yapılan analizler sonucu 2014 yılında konu ile ilgili makale sayısının 4 olduğu, 2019 yılında bu sayının 24’e ulaştığı ve 2024 yılına gelindiğinde ise 201 makalenin yayınlandığı tespit edilmiştir. Makalelerin yıllık büyüme oranının ise %52,27 olduğu görülmektedir. Bu çalışma, alandaki yayın eğilimlerimin tespit ederek gelecek çalışmalar için araştırmacılara ipuçları sunmaktadır.

Anahtar Kelimeler

Reklamcılık, Yapay Zeka, Hedefleme, Kişiselleştirme, Bibliyometrik Analiz

Etik Beyan

“Reklamcılıkta Yapay Zeka: Hedefleme ve Kişiselleştirmeye Yönelik Bibliyometrik Analiz” başlıklı makalede herhangi bir insan faktörünün araştırma nesnesi olarak kullanılmadığı için etik kurul onayı gerektirmemektedir.

ARTIFICIAL INTELLIGENCE IN ADVERTISING: BIBLIOMETRIC ANALYSIS FOR TARGETING AND PERSONALIZATION

Öz

In recent years, the use of artificial intelligence (AI) and its applications has become widespread and continues to develop day by day. Depending on the development of artificial intelligence and its applications, its use in the field of advertising provides convenience in terms of capturing consumer insights, media planning and purchasing, measuring the effectiveness of advertising, designing new advertisements, reaching the target audience and personalization. In reaching the target audience, artificial intelligence analyzes the data it obtains in depth, analyzes consumer behavior, demographic information, environmental factors and helps advertisers better understand the target audience. Knowing the characteristics, interests and behaviors of the consumer allows the advertiser to come to the consumer with the most suitable product or service. In personalizing the customer journey, artificial intelligence algorithms analyze advertising elements and aim to maximize interaction with the product or service it offers according to the consumer's interest. It is thought that artificial intelligence reshapes advertising with targeting and personalization, and makes significant contributions in delivering the right message to the right target audience at the right time. This study aims to analyze the articles in the literature that include targeting and personalization for the use of artificial intelligence in advertising in the last 10 years (2014-2024) within a bibliometric framework and to map its development in the field of advertising. For this purpose, a total of 790 articles were reached in the Web of Science and Scopus databases by applying the determined keywords and various elimination criteria. As a result of the analyses, it was determined that the number of articles on the subject was 4 in 2014, this number reached 24 in 2019, and 201 articles were published in 2024. It is seen that the annual growth rate of the articles is 52.27%. This study identifies the publication trends in the field and provides clues to researchers for future studies.

Anahtar Kelimeler

Advertising, Artificial Intelligence, Targeting, Personalization, Bibliometric Analysis

Kaynakça

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