Araştırma Makalesi

TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR

Cilt: 35 17 Haziran 2026
PDF İndir
TR EN

TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR

Öz

This study investigates the intellectual structure and interdisciplinary development of transhumanism in the context of artificial intelligence and marketing. While transhumanism has traditionally been discussed in philosophical terms, its implications for consumer behavior and strategic marketing remain underexplored. To address this gap, a bibliometric analysis was conducted on 235 academic publications retrieved from Scopus and Web of Science databases between 2000 and 2025. Using VOSviewer, three analyses were performed: keyword co-occurrence, country-level co-authorship, and bibliographic coupling of sources. The findings reveal a dual structure in the literature. One cluster emphasizes ethical, philosophical, and cognitive foundations, while the other focuses on applied domains such as neuromarketing, consumer personalization, and digital embodiment. The keyword network highlights key themes including human enhancement, algorithmic governance, and brain-computer interfaces. International collaboration is concentrated in Western countries, yet signs of global diffusion are emerging. The proposed conceptual framework illustrates how technological domains such as cognitive augmentation, AI-based personalization, human-machine interaction, and bodily integration co-evolve with the emergence of the “transhumanist consumer.” This study contributes to the literature by systematically mapping a fragmented research field and offering a conceptual model that bridges philosophical inquiry with strategic marketing. The results provide a foundation for future empirical research on digitally enhanced consumer profiles, ethical design, and neurotechnology-oriented decision systems.

Anahtar Kelimeler

Kaynakça

  1. Bostrom, N. (2005). In defense of posthuman dignity. Bioethics, 19(3), 202–214. https://doi.org/10.1111/j.1467-8519.2005.00437.x
  2. Coeckelbergh, M. (2020). AI ethics. MIT Press.
  3. Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070
  4. Floridi, L. (2013). The ethics of information. Oxford University Press.
  5. Floridi, L. (2014). The fourth revolution: How the infosphere is reshaping human reality. Oxford University Press.
  6. Frederic Gilbert & Ingrid Russo (2024). Mind-reading in AI and neurotechnology: Evaluating claims, hype, and ethical implications for neurorights. AI and Ethics, 4, 855–872. https://doi.org/10.1007/s43681-024-00514-6
  7. Hauskeller, M. (2012). My brain, my mind, and I: some philosophical assumptions of mind-uploading. International Journal of Machine Consciousness, 4(1), 187-200. https://doi.org/10.1142/S1793843012400100
  8. Hogle, L. F. (2005). Enhancement technologies and the body. Annual Review of Anthropology, 34, 695–716. https://doi.org/10.1146/annurev.anthro.33.070203.144020

Ayrıntılar

Birincil Dil

İngilizce

Konular

Pazarlama (Diğer)

Bölüm

Araştırma Makalesi

Yayımlanma Tarihi

17 Haziran 2026

Gönderilme Tarihi

10 Mayıs 2025

Kabul Tarihi

10 Eylül 2025

Yayımlandığı Sayı

Yıl 2026 Cilt: 35

Kaynak Göster

APA
Seren, N. (2026). TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 35. https://doi.org/10.35379/cusosbil.1696936
AMA
1.Seren N. TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2026;35. doi:10.35379/cusosbil.1696936
Chicago
Seren, Nebi. 2026. “TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 35 (Haziran). https://doi.org/10.35379/cusosbil.1696936.
EndNote
Seren N (01 Haziran 2026) TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 35
IEEE
[1]N. Seren, “TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, c. 35, Haz. 2026, doi: 10.35379/cusosbil.1696936.
ISNAD
Seren, Nebi. “TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 35 (01 Haziran 2026). https://doi.org/10.35379/cusosbil.1696936.
JAMA
1.Seren N. TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2026;35. doi:10.35379/cusosbil.1696936.
MLA
Seren, Nebi. “TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR”. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, c. 35, Haziran 2026, doi:10.35379/cusosbil.1696936.
Vancouver
1.Nebi Seren. TRANSHUMANISM IN MARKETING: A BIBLIOMETRIC STUDY ON AI, HUMAN ENHANCEMENT, AND CONSUMER BEHAVIOR. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 01 Haziran 2026;35. doi:10.35379/cusosbil.1696936