From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender?

Mustafa Seçkin Aydın

doi:10.38057/bifd.1931392

TR EN

Influencer'lardan E-posta Kutularına: Dijital Pazarlama Kanalları, Cinsiyete Göre Müşteri Deneyimini Nasıl Şekillendiriyor?

Öz

Markalar hızla gelişen dijital ortamda müşteri deneyimini (CX) şekillendirmek için sosyal medya, influencer pazarlaması ve e-posta pazarlaması gibi çok sayıda çevrimiçi temas noktasını giderek daha fazla kullanmaktadır. Bu çalışma, kavramsal bir çerçeve olarak Uyaran-Organizma-Tepki (S-O-R) modelinden ve Cinsiyet Sosyalleşmesi Teorisi'nden yararlanarak, algılanan dijital pazarlama faaliyetleri ile çok boyutlu müşteri deneyimi arasındaki ilişkileri ve cinsiyetin bu ilişkilerdeki olası düzenleyici rolünü incelemektedir. Veriler çevrimiçi bir anket yoluyla toplanmış ve SmartPLS yapısal eşitlik modellemesi ile çoklu grup analizi (MGA) kullanılarak analiz edilmiştir. Bulgular, üç dijital pazarlama kanalının da müşteri deneyimi üzerinde olumlu bir etkiye sahip olduğunu, influencer pazarlamasının ise en önemli etkiyi yarattığını göstermektedir. Cinsiyete dayalı karşılaştırmalar, influencer pazarlaması ile müşteri deneyimi arasındaki ilişkide, erkek tüketicilerde daha güçlü bir bağın görüldüğü tutarlı ve istatistiksel olarak anlamlı bir fark ortaya koymuştur. Sosyal medya pazarlaması ile müşteri deneyimi arasındaki ilişki kadın tüketicilerde daha güçlü olsa da bu farkın anlamlılığı kullanılan MGA yöntemlerine göre değişiklik göstermiştir. E-posta pazarlaması açısından ise cinsiyete dayalı anlamlı bir fark bulunmamıştır. Söz konusu bulgular, dijital pazarlama temas noktaları ile çok boyutlu müşteri deneyimi arasındaki ilişkilerin anlaşılmasına katkı sağlarken, bu ilişkilerde cinsiyet farklılıklarının taşıyabileceği öneme de dikkat çekmektedir. Yönetimsel açıdan bakıldığında, elde edilen bulgular; hedef kitleye özel dijital stratejilerin değerlendirilmesinin ve müşteri deneyimini iyileştirmek adına kanallar arası sinerjilerden yararlanılmasının önemini vurgulamaktadır.

Anahtar Kelimeler

Müşteri Deneyimi, Dijital Pazarlama, E-Posta Pazarlaması, Influencer Pazarlaması, Sosyal Medya Pazarlaması

Destekleyen Kurum

Bu çalışma, TÜBİTAK 2209-A Üniversite Öğrenci Araştırma Projeleri Destek Programı (Proje No: 1919B012470102) tarafından desteklenmiştir

Etik Beyan

Bu çalışma, Aydın Adnan Menderes Üniversitesi Sosyal ve Beşeri Bilimler Araştırma Etik Kurulu tarafından onaylanmıştır (Onay No: 23/46, Tarih: 21/05/2025). Tüm işlemler, kurum ve ulusal araştırma kurulu etik standartlarına ve 1964 Helsinki Deklarasyonu ile sonraki değişikliklerine uygun olarak yürütülmüştür.

Teşekkür

Yazar, veri toplama sürecindeki yardımları için Sedef Kaplan ve Buse Nur Dükme’ye teşekkürlerini sunar.

From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender?

Öz

In the context of a rapidly evolving digital environment, brands are increasingly utilizing multiple online touchpoints, including social media, influencer marketing, and email marketing, to shape their customer experiences (CX). Drawing on the Stimulus-Organism-Response (S-O-R) framework as a conceptual lens and Gender Socialization Theory, this study examines the relationships between perceived digital marketing activities and multidimensional customer experience, as well as the potential moderating role of gender. Data were collected via an online survey and analyzed using SmartPLS structural equation modeling and multi-group analysis (MGA). The findings indicate that all three digital marketing channels have a positive effect on customer experience, with influencer marketing exerting the most substantial impact. Gender-based comparisons revealed a consistent and statistically significant difference in the influencer marketing-customer experience relationship, with a stronger association among male consumers. Although the social media marketing-customer experience relationship was stronger among female consumers, the significance of this difference varied across MGA methods. No significant gender difference was found for email marketing. These findings contribute to understanding the relationships between digital marketing touchpoints and multidimensional customer experience, while highlighting the potential relevance of gender differences in these relationships. From a managerial standpoint, the findings emphasize the importance of evaluating audience-specific digital strategies and leveraging cross-channel synergies to enhance the customer experience.

Anahtar Kelimeler

Customer Experience, Digital Marketing, Email Marketing, Influencer Marketing, Social Media Marketing

Destekleyen Kurum

This study was supported by the TÜBİTAK 2209-A University Student Research Projects Support Program (Project No: 1919B012470102).

Etik Beyan

This study was approved by the Aydın Adnan Menderes University Social and Human Sciences Research Ethics Committee (Approval No: 23/46, Date: 21/05/2025). All procedures were carried out in accordance with institutional and national research board ethical standards and the 1964 Helsinki Declaration and its subsequent amendments.

Teşekkür

The author thanks Sedef Kaplan and Buse Nur Dükme for their assistance in the data collection process.

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

Dijital Pazarlama, Pazarlama İletişimi

Bölüm

Araştırma Makalesi

Yazarlar

Mustafa Seçkin Aydın ^*
0000-0002-6200-8978
Türkiye

Yayımlanma Tarihi

29 Ekim 2026

Gönderilme Tarihi

15 Nisan 2026

Kabul Tarihi

19 Ekim 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 9 Sayı: 2

DOI

https://doi.org/10.38057/bifd.1931392

IZ

https://izlik.org/JA83ED88MB

APA

Aydın, M. S. (2026). From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender? Bucak İşletme Fakültesi Dergisi, 9(2), 258-271. https://doi.org/10.38057/bifd.1931392

AMA

1.Aydın MS. From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender? BİFD. 2026;9(2):258-271. doi:10.38057/bifd.1931392

Chicago

Aydın, Mustafa Seçkin. 2026. “From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender?”. Bucak İşletme Fakültesi Dergisi 9 (2): 258-71. https://doi.org/10.38057/bifd.1931392.

EndNote

Aydın MS (01 Ekim 2026) From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender? Bucak İşletme Fakültesi Dergisi 9 2 258–271.

IEEE

[1]M. S. Aydın, “From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender?”, BİFD, c. 9, sy 2, ss. 258–271, Eki. 2026, doi: 10.38057/bifd.1931392.

ISNAD

Aydın, Mustafa Seçkin. “From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender?”. Bucak İşletme Fakültesi Dergisi 9/2 (01 Ekim 2026): 258-271. https://doi.org/10.38057/bifd.1931392.

JAMA

1.Aydın MS. From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender? BİFD. 2026;9:258–271.

MLA

Aydın, Mustafa Seçkin. “From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender?”. Bucak İşletme Fakültesi Dergisi, c. 9, sy 2, Ekim 2026, ss. 258-71, doi:10.38057/bifd.1931392.

Vancouver

1.Mustafa Seçkin Aydın. From Influencers to Inboxes: How Digital Marketing Channels Shape Customer Experience by Gender? BİFD. 01 Ekim 2026;9(2):258-71. doi:10.38057/bifd.1931392

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