DENEYİMSEL PAZARLAMA VE TÜKETİCİ ANGAJMANI: TÜKETİCİ TERCİHLERİNE YÖNELİK BİR ARAŞTIRMA

Öz

Günümüz pazarlaması küreselleşmeden, ekonomik, politik ve sosyo-kültürel boyutlarıyla derinden etkilenmiştir. İletişim teknolojileri ve bu teknolojilerin yarattığı olanakların da bu sürece katkısı gözardı edilemez. Bu gelişmeler ışığında pazarlama yaklaşımları da dönüşmüş, tüketiciyi merkeze koyan, anlam üretiminin ortağı olarak gören ve kurum-müşteri ilişkisini deneyimler temelinde tekrar kuran bir yaklaşıma sahip çıkmaya başlamıştır. Deneyimsel pazarlama kavramı bu yaklaşımın bir yansıması olarak öne çıkmaktadır. Tüketicilerin yaşadıkları olumlu deneyimler ışığında kurumla arzulanan bağı kurmalarını hedef aldığı için son on yılın yükselen bir başka kavramı olan tüketici angajmanının da deneyimsel pazarlama ile özdeşleştiği taraflar olduğunu iddia etmek mümkündür. Çalışmamız deneyimsel pazarlama yaklaşımının e-ticaretin yükselişinden nasıl etkilendiğini incelemeyi amaçlarken tüketici angajmanının parametrelerini de ortaya koymayı hedeflemektedir. Yapılan anket çalışması ile katılımcıların online alışveriş ile satın alma, mağazadan alışveriş ile satın alma ve deneyimsel etkinlikler ile satın alma kararları ile ilgili bir analiz yapılmıştır. Yapılan anket çalışması sonucunda deneyimsel pazarlamanın tüketicileri fiziksel mağazaya çekebilme üzerinde olumlu etkileri olduğu gözlemlenmiştir.

Anahtar Kelimeler

• deneyimsel pazarlama
• tüketici angajmanı
• küreselleşme

Experiential Marketing and Consumer Engagement: A research towards Consumer Behaviour

Öz

Contemporary marketing has been deeply affected by globalization due to its economic, political and socio-cultural dimensions. The impact of communication technologies and the affordances of these technologies to the changing marketing landscape is also vital. In the light of these developments, approach to marketing has also been transformed, and it has started to embrace a view that puts the consumer in the center, regard it as a partner of sense making, and re-establishes the institution-customer relationship on the basis of experiences. The concept of experiential marketing stands out as a reflection of this approach. It is possible to argue that consumer engagement -another rising concept of the last decade- is also identified with experiential marketing, as it aims at creating positive experiences for consumers in order to establish the desired connection with the institution. While our study aims to examine how the experiential marketing approach is affected by the rise of e-commerce, it also aims to reveal the parameters of consumer engagement in the process. As a result of the survey, it has been observed that experiential marketing has positive effects on attracting consumers to physical stores.

Anahtar Kelimeler

• experiential marketing
• consumer engagement
• Globalisation

Kaynakça

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