Tüketici Davranışları Üzerine Dijital Dönüşümün Etkisi: Sistematik Bir Literatür Derlemesi

Öz

Dijital dönüşümle birlikte sosyal medya pazarlamasının artan önemine karşın, temel dinamiklerinin tüketici davranışlarına etkisini bütüncül bir çerçevede sentezleyen çalışmalar sınırlıdır. Bu araştırma, söz konusu teorik boşluğu doldurarak sosyal medya pazarlamasının tüketici davranışları üzerindeki etkilerini teorik düzlemde anlamayı amaçlamaktadır. Çalışma, nitel araştırma yaklaşımlarından sistematik literatür taraması ve tematik analiz yöntemini benimsemiştir. Sosyal medya, kullanıcıların markalarla doğrudan ve etkileşimli ilişkiler kurabildiği dinamik bir iletişim ortamı sunmakta ve geleneksel pazarlama anlayışını dönüştürmektedir. Araştırma kapsamında sosyal medya pazarlamasının etkileşim, bilgi değeri, kişiselleştirme, influencer iş birlikleri, eğlence ve güven gibi temel bileşenlerinin tüketici davranışları üzerindeki etkileri analiz edilmiştir. Çalışma, PRISMA protokolü çerçevesinde yürütülen sistematik literatür taramasına dayanmakta ve 2001–2024 yılları arasında yayınlanmış toplam 23 nitelikli akademik çalışmayı içermektedir. Söz konusu çalışmalar, Web of Science, ScienceDirect, SpringerLink, SAGE Journals, Taylor & Francis ve Google Scholar veri tabanları üzerinden belirli anahtar kelimelerle taranmış; belirli dahil etme ve dışlama kriterlerine göre seçilmiştir. Literatürdeki veriler, Braun ve Clarke (2006) yaklaşımına dayalı tematik analiz yöntemiyle çözümlenmiştir. Elde edilen bulgular, sosyal medya pazarlamasının marka sadakati, satın alma niyeti ve duygusal bağlılık gibi tüketici davranışlarının temel bileşenleri üzerinde anlamlı etkiler yarattığını göstermektedir. Bu durum, sosyal medya stratejilerinin yalnızca görünürlük sağlamakla kalmayıp, aynı zamanda tüketiciyle sürdürülebilir ilişkiler kurma açısından stratejik bir rol oynadığını ortaya koymaktadır. Araştırma bulguları, sosyal medya pazarlamasının dijital dönüşüm sürecinde tüketici davranışlarını yönlendiren temel bir etken hâline geldiğini göstermekte ve bu alandaki teorik tartışmalara katkı sunmaktadır.

Anahtar Kelimeler

• sosyal medya pazarlaması
• dijital dönüşüm
• tüketici davranışı
• marka sadakati
• influencer

The Impact of Digital Transformation on Consumer Behavior: A Systematic Review of the Literature

Öz

Despite the growing importance of social media marketing with digital transformation, studies that synthesize the impact of its core dynamics on consumer behavior in a holistic framework are limited. This research aims to fill this theoretical gap by seeking to understand the effects of social media marketing on consumer behavior on a theoretical level. The study adopted a qualitative research approach, specifically systematic literature review and thematic analysis. Social media offers a dynamic communication environment where users can establish direct and interactive relationships with brands, transforming the traditional understanding of marketing. Within the scope of the research, the effects of key components of social media marketing such as interaction, informational value, personalization, influencer collaborations, entertainment, and trust on consumer behavior have been analyzed. The study is based on a systematic literature review conducted within the framework of the PRISMA protocol and includes a total of 23 qualified academic studies published between 2001 and 2024. These studies were scanned with specific keywords through the Web of Science, ScienceDirect, SpringerLink, SAGE Journals, Taylor & Francis, and Google Scholar databases, and were selected according to specific inclusion and exclusion criteria. The data from the literature were analyzed using the thematic analysis method based on the approach of Braun and Clarke (2006). The findings indicate that social media marketing has significant effects on the core components of consumer behavior, such as brand loyalty, purchase intention, and emotional attachment. This situation reveals that social media strategies play a strategic role not only in providing visibility but also in establishing sustainable relationships with the consumer. The research findings show that social media marketing has become a fundamental factor guiding consumer behavior in the digital transformation process and contribute to the theoretical discussions in this field.

Anahtar Kelimeler

• social media marketing
• digital transformation
• consumer behavior
• brand loyalty
• influencer

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