Geleneksel Olmayan Finansal Yorumlara Dijital İlgi: Google Trends İle Finansal Astrolojinin Popüleritesinin İzinde

Öz

Finansal piyasalarda bireylerin karar alma süreçleri, rasyonel analizlerin ötesine geçen psikolojik, sosyal ve kültürel dinamiklerle şekillenmektedir. Davranışsal finans yaklaşımı, yatırımcıların bilişsel önyargılar, duygusal tepkiler ve irrasyonel inanç sistemleri doğrultusunda hareket edebildiğini ortaya koymaktadır. Bu bağlamda, son yıllarda dikkat çeken kavramlardan biri olan finansal astroloji, gök cisimlerinin hareketleriyle finansal piyasalar arasında ilişki kurmaya çalışan alternatif bir tahmin yöntemidir. Dijitalleşmenin hız kazandığı çağda, bu tür geleneksel olmayan yaklaşımlara yönelik ilgi, bilgi arama davranışları üzerinden ölçülebilir hâle gelmiştir. Bu çalışma, Google Trends verilerini analiz ederek “financial astrology” (finansal astroloji) kavramına yönelik küresel ve ulusal (Türkiye) arama ilgisini incelemeyi amaçlamaktadır. Araştırma, son beş yıllık dönemde terimin arama sıklığını hem tüm kategorilerde hem de finans alt segmentinde değerlendirmiştir. Elde edilen bulgular, küresel ölçekte finansal astrolojiye ilginin uzun süre düşük düzeyde seyrettiğini, ancak 2024 yılı itibarıyla belirgin bir artış eğilimi gösterdiğini ortaya koymaktadır. Türkiye özelinde ise arama hacminin düşük, aralıklı ve kısa süreli olduğu; ilginin daha çok belirli dönemlerde medya etkisi veya finansal belirsizliklerle tetiklenebildiği ifade edilmiştir. Bu sonuçlar, finansal astrolojinin toplumsal farkındalıkta kalıcı bir olgu olmaktan ziyade, belirsizlik dönemlerinde davranışsal bir yönelim olarak ortaya çıktığını gösterebilmektedir. Çalışma, finansal astrolojiye yönelik ilginin Google Trends verileri aracılığıyla nicel olarak ölçüldüğü ilk analizlerden biri olması bakımından literatürdeki boşluğu doldurmakta; finansal davranışların kültürel ve psikolojik boyutlarını disiplinler arası bir perspektifle değerlendirmeye olanak sağlamaktadır.

Anahtar Kelimeler

• Davranışsal Finans
• Finansal Astroloji
• Google Trends
• Dijital Arama İlgisi

Dıgıtal Interest In Non-Tradıtıonal Fınancıal Interpretatıons: Trackıng The Popularıty Of Fınancıal Astrology Wıth Google Trends

Öz

Individual decision-making processes in financial markets are shaped by psychological, social, and cultural dynamics that go beyond rational analysis. The behavioral finance approach reveals that investors can act based on cognitive biases, emotional responses, and irrational belief systems. In this context, financial astrology, a concept that has gained attention in recent years, is an alternative forecasting method that attempts to establish a relationship between the movements of celestial bodies and financial markets. In an era of accelerating digitalization, interest in such non-traditional approaches has become measurable through information search behaviors. This study aims to examine global and national (Turkey) search interest in the concept of “financial astrology” by analyzing Google Trends data. The research evaluated the search frequency of the term over the last five years in both all categories and the finance sub-segment. The findings reveal that interest in financial astrology has remained low on a global scale for a long time, but has shown a clear upward trend since 2024. In Turkey specifically, it is stated that the search volume is low, intermittent, and short-lived; interest can be triggered more by media influence or financial uncertainties during specific periods. These results may indicate that financial astrology emerges as a behavioral orientation during periods of uncertainty rather than being a permanent phenomenon in social awareness. The study fills a gap in the literature as one of the first analyses to quantitatively measure interest in financial astrology using Google Trends data; it enables the evaluation of the cultural and psychological dimensions of financial behavior from an interdisciplinary perspective.

Anahtar Kelimeler

• Behavioral Finance
• Financial Astrology
• Google Trends
• Digital Search Interest

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