Genişletilmiş Gerçekliğin (XR) Günümüz Reklamcılığına ve Tüketicilere Etkisi Reklam Psikolojisi Üzerinden Yıkıcı Bir Pazarlama Stratejisi Olan XR Reklamcılığı ve Tüketicilerdeki Etkileri Üzerine Bir Araştırma

Öz

Küresel pazarda oyunun kurallarını değiştiren bir unsur haline gelen genişletilmiş gerçeklik (XR), günümüz reklamcılığını ve dolayısıyla tüketicileri dönüştürmeye ve yeniden şekillendirmeye başlamıştır. Artırılmış gerçeklik (AR), sanal gerçeklik (VR) ve karma gerçekliği (MR) kapsayan teknolojik bir terim olarak XR, pazarlamacılara ve reklamcılara diğer geleneksel yöntemlerden farklı olarak yeni yöntem ve teknikler sunmaktadır. Bu doğrultuda günümüzün mevcut reklam tekniklerini değiştiren XR reklamcılığı, piyasaya yeni bir şey getirerek eski kuralları terk etmeyi ifade eden “yıkıcı bir pazarlama stratejisi” olarak kavramlaşmaktadır. Dolayısıyla gelişen bu teknolojiler ve beraberinde uygulanan yeni pazarlama stratejileri, reklam pazarının daha evvel tüketcilerde olşuturduğu psikolojik etkilerde de yıkıcı bir dönüşüme yol açmaktadır. Değişen ve dönüştürülen reklam ve psikolojik etkilerini araştıran bu çalışma sistematik literatür taraması doğrultusunda; öncelikle yıkıcı bir pazarlama stratejisi olarak XR reklamlarını, bir araştırma alanı olarak reklam psikolojisini ve XR reklamlarının tüketiciler üzerindeki etkilerini reklam psikolojisi üzerinden incelemeyi amaçlamaktadır. XR teknolojileri ve reklamlarına yönelik eleştirel bakış açısı sunan bu çalışmada yapılan analizler doğrultusunda, XR reklamlarının ortak özelliğinin deneyimsel pazarlamaya dayandırıldığı tespit edilmiş olup, yaratılan ve tasarlanan sanal uyaranlar, içerikler ve sanal ortamlar doğrultusunda tüketiciyi geleneksel reklam tekniklerine göre daha fazla ve farklı şekillerde psikolojik olarak etkileyebileceği sonucuna varılmıştır. Ayrıca, bu çalışmanın metodolojisi doğrultusunda, yapılan araştırmada iki benzer araştırma alanı olan reklam psikolojisi ve tüketici psikolojisinin sıklıkla birbirine karıştırıldığı gözlemlenmiştir. Bu doğrultuda çalışma, bu iki alan arasındaki ayrımı da ilk kez ortaya koymaktadır.

Anahtar Kelimeler

• Genişletilmiş gerçeklik
• Genişletilmiş gerçeklik reklamı
• Yıkıcı pazarlama stratejisi
• Reklam psikolojisi
• Genişletilmiş gerçeklik reklamlarının psikolojik etkileri

The Impact of Extended Reality (XR) on Today’s Advertising and Consumers A Research on XR Advertising as A Disruptive Marketing Strategy and Its Effects on Consumers Through the Psychology of Advertising

Öz

Extended reality (XR), which has become a game-changer in the global market, has started to transform and reshape today’s advertising and, accordingly consumers. As a technological term encompassing augmented reality (AR), virtual reality (VR), and mixed reality (MR), XR offers marketers and advertisers new methods and techniques unlike other conventional methods. In this direction, XR advertising, which changes today’s existing advertising techniques, is conceptualised as a “disruptive marketing strategy”, which means abandoning the old rules by bringing something new to the market. Therefore, these emerging technologies and the new marketing strategies implemented with them lead to a disruptive transformation in the psychological effects of the advertising market on consumers. In line with the systematic literature review, this study aims to examine XR ads as a disruptive marketing strategy, the psychology of advertising as a research field and the effects of XR ads on consumers through the psychology of advertising. In the direction of the analysis conducted in this study, which provides a critical perspective on XR technologies and advertisements, it has been determined that the common feature of XR advertisements is based on experiential marketing, and it has been concluded that it causes different and more psychological impacts on consumers in line with the virtual stimuli, content and virtual environments created and designed compared with traditional advertising techniques. Furthermore, in line with the methodology of this study, it has been observed that advertising psychology and consumer psychology, two similar fields of research, are often confused with each other. Accordingly, this study has also attempted to fill a gap in the literature by revealing the distinction between these two fields for the first time.

Anahtar Kelimeler

• Extended reality (XR)
• XR advertising
• Disruptive marketing strategy
• The psychology of advertising
• The psychological effects of XR ads

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