Z Kuşağinin Tüketim Davranışları Üzerine Yapılan Araştırmaların Evrimi: Bibliyometrik Bir Analiz

Öz

Araştırmanın amacı; dijitalleşmenin her geçen gün daha yoğun hissedildiği pazarlama ekosisteminde stratejik güce sahip olan Z kuşağı bireylerinin tüketici davranışlarına ilişkin literatürü bibliyometrik analiz ile incelemektir. Veriler Web of Science ve Scopus veritabanlarından elde edilmiş olup, RStudio Biblioshiny yazılımı kullanılarak performans analizi ve bilimsel haritalama teknikleri ile analiz edilmiştir. Bulgulara göre, 2019 itibarıyla yayın sayısında ivmeli artış yaşanmış, literatür ise geleneksel modellerden teknoloji odaklı (yapay zekâ, artırılmış gerçeklik, influencer pazarlaması) yeni bir anlayışa evrilmiştir. Ayrıca sürdürülebilirlik ve etik değerlerin Z kuşağı bireyleri için önemli motivasyonlar olduğu görülmüştür. Bilimsel üretimde Asya ülkeleri niceliksel anlamda dikkat çekerken, batı merkezli çalışmaların metodolojik etki bağlamında daha baskın olduğu görülmüştür. Çalışma, Z kuşağı bireylerinin dijital yerli kimliklerinin ve değer odaklı tercihlerinin anlaşılmasında bir yol haritası sunarak akademisyen ve uygulayıcılara stratejik çıkarımlar sağlamaktadır.

Anahtar Kelimeler

• Tüketici Davranışı
• Z Kuşağı
• Bibliyometrik Analiz
• Influencer Pazarlaması
• Sürdürülebilirlik

The Evolution of Research on Generation Z's Consumption Behaviour: A Bibliometric Analysis

Öz

This study aims to examine the literature on the consumer behavior of Generation Z, which has become a strategic force in the digitalizing marketing ecosystem, using bibliometric analysis. Data obtained from the Scopus and Web of Science databases were analysed using performance analysis and scientific mapping techniques via the R Studio Biblioshiny software. The findings show a rapid increase in publications since 2019 and that the literature has evolved from traditional models to a new technology-focused paradigm, including artificial intelligence, augmented reality, and influencer marketing. Furthermore, ethical values and sustainability have been identified as critical motivations for this generation. While Asian countries stand out in terms of quantity of production, Western-centered studies dominate in terms of methodological impact. The study provides strategic insights for both academics and practitioners by offering an interdisciplinary roadmap for understanding Generation Z's digital native identity and value-driven preferences.

Anahtar Kelimeler

• Consumer Behaviour
• Generation Z
• Bibliometric Analysis
• Sustainability
• Influencer Marketing

Destekleyen Kurum

No funds were used within the scope of the research.

Etik Beyan

“All the data analysed in this study was obtained from publicly available sources. No personal data requiring individual ethical approval was used. Ethical guidelines were adhered to throughout the research process.”

Kaynakça

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