Tüketici Deneyiminde Anlam Odaklı Mikro Anların Yükselişi

Öz

Bu çalışma; dijitalleşme ile tüketici karar yolculuğunda daha belirleyici hâle gelen mikro anları, anlam odaklı tüketici deneyimi perspektifinden ele almaktadır. Dolayısıyla bu çalışmanın amacı, mikro anların yalnızca bilişsel ve mobil odaklı karar noktaları olmadığına, tüketicinin anlam arayışı ve duygusal ihtiyaçlarını da kapsayan çok boyutlu deneyimsel fırsatlar sunduğuna teorik bir çerçeve sunmaktır. Bu kapsamda bilgi arama, mobil cihaz kullanımı ve satın alma kararları bağlamında bilişsel düzeyde ele alınan mikro anların; zaman, mekân, ruh hâli ve sosyal bağlam gibi değişkenlerle şekillenen çok boyutlu deneyimsel anlar olduğuna teorik bir çerçeve sunulmuştur. Geliştirilen “Anlam Odaklı Mikro Anlar” yaklaşımı tüketicinin yalnızca ne yaptığına değil; aynı zamanda ne hissettiğine, hangi bağlamda bu eylemi gerçekleştirdiğine ve bu eylemi hangi değer çerçevesinde anlamlandırdığına odaklanmaktadır. Böylelikle mikro anları yalnızca “an” üzerinden değil, “anlam” üzerinden ele alan bu çalışmanın tüketici davranışları ve deneyimsel pazarlama alanı için teorik ve pratik katkılar sunacağı düşünülmektedir. Öncelikle çalışma teorik açıdan tüketiciyle kurulacak anlık; fakat yüzeysel olmayan etkileşimlerin, zihinsel ve duygusal izler bırakabileceğine ilişkin ipuçları sunmaktadır. Aynı zamanda bilgiye ulaşmak ya da bir şey satın almak gibi eylemlerin yanı sıra, deneyimsel ihtiyaca temas eden kısa ama etkili temas noktaları olan mikro anların; kişiselleştirilmiş tüketici deneyimi stratejileri geliştirecek pazarlama uzmanları için de önemli çıkarımları temsil edeceği düşünülmektedir.

Anahtar Kelimeler

• Mikro-anlar
• Mikro-anlar pazarlaması
• Tüketici deneyimi
• Deneyimsel pazarlama
• Tüketici karar verme süreci

The Rise of Meaning-Focused Micro-Moments in Consumer Experience

Öz

This study examines micro-moments, which have become more decisive in the consumer decision journey through digitalization, from the perspective of meaning-oriented consumer experience. Accordingly, the purpose of this study is to provide a theoretical framework suggesting that micro-moments are not merely cognitive and mobile-driven decision points, but also multidimensional experiential opportunities that encompass consumers’ search for meaning and their emotional needs. Within this scope, micro-moments, which are often addressed at the cognitive level in the context of information search, mobile device usage, and purchasing decisions, are theoretically framed as multidimensional experiential moments shaped by variables such as time, place, mood, and social context. The proposed “Meaning-Oriented Micro-Moments” approach focuses not only on what the consumer does, but also on what they feel, the context in which the action takes place, and the value framework through which the action is interpreted. Thus, by addressing micro-moments not merely through the lens of the “moment” but through the lens of “meaning,” this study is expected to provide both theoretical and practical contributions to the fields of consumer behavior and experiential marketing. From a theoretical standpoint, the study offers insights into how instantaneous yet not superficial interactions with consumers may leave mental and emotional imprints. At the same time, beyond actions such as accessing information or making a purchase, micro-moments—short but impactful touchpoints that resonate with experiential needs—are considered to represent important implications for marketing practitioners seeking to develop personalized consumer experience strategies.

Anahtar Kelimeler

• Micro-moments
• Micro-moments marketing
• Consumer experience
• Experiential marketing
• Consumer decision-making

Kaynakça

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