PERSONALIZED MARKETING WITH A SYSTEMATIC LITERATURE REVIEW

Öz

This study aims to identify developments in the literature on personalized marketing and systematically reveal the article type, research method, sampling method, sample size, data collection tool, variables investigated, data analysis techniques, and countries where research has been conducted. The main body of the study consists of academic databases such as Emerald, Science Direct, Sage, Wiley, Springer, Taylor & Francis, and Dergipark, which include many journals related to the marketing field. Purposive sampling method was preferred in the study and articles published between 2013 and 2023 were scanned. In this context, academic articles with ‘personalized marketing’ in the title, keywords, and abstract have been examined and analyzed by forming categories. According to the results of the study, it has been observed that most of the research in personalized marketing focuses on brand, avoidance, skepticism, attitude, intention, social media, usability, advertising, perceived benefit, and cost. Additionally, it has been found that research on personalized marketing has increased in recent years and that theoretical publications have evolved towards application-oriented publications. Furthermore, most research on personalized marketing has been conducted in the United States, followed by India and Turkey. This study looks at personalized marketing from a different perspective. It is expected to increase the importance of the topic in the future as it is a pioneering study in its field.

Anahtar Kelimeler

• Personalized Marketing
• Systematic Literature Review
• Personalization

SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA

Öz

Bu çalışmanın amacı kişiselleştirilmiş pazarlama literatüründeki değişimi araştırmak ve bu konuda yapılan çalışmaları sistematik olarak tespit etmektir. Bu amaçla makale türü, araştırma yöntemi, örneklem, örneklem büyüklüğü, veri toplama aracı, değişkenler ve veri analiz teknikleri incelenmiştir. Çalışmanın anakütlesini pazarlama alanına ilişkin birçok dergiyi bünyesinde bulunduran Emerald, Science Direct, Sage, Wiley, Springer, Taylor & Francis ve Dergipark akademik veri tabanları oluşturmaktadır. Çalışmada amaçlı örneklem yöntemi tercih edilmiş ve 2013 ile 2023 arasında yayınlanan makaleler taranmıştır. Bu kapsamda makale başlığında, anahtar kelimelerinde ve özetinde ‘kişiselleştirilmiş pazarlama’ olan akademik makaleler incelenmiş ve kategoriler oluşturularak analiz edilmiştir. Çalışma sonucuna göre kişiselleştirilmiş pazarlamadaki araştırmaların çoğunlukla marka, kaçınma, şüphecilik, tutum, niyet, sosyal medya, kullanışlılık, reklam, algılanan fayda ve maliyet üzerine odaklandığı görülmektedir. Ayrıca kişiselleştirilmiş pazarlama araştırmalarının son yıllarda arttığı ve teorik yayınların uygulamaya dönük yayınlara doğru evrildiği tespit edilmiştir. Bunun yanında kişiselleştirilmiş pazarlama konusunda çalışmalar en fazla Amerika’da, onun ardından Hindistan ve Türkiye’de yapılmıştır. Bu çalışma kişiselleştirilmiş pazarlamaya farklı bir perspektiften bakmakta ve konusunda öncü bir çalışma olması gelecekte konunun öneminin artması beklenmektedir.

Anahtar Kelimeler

• Kişiselleştirilmiş Pazarlama
• Sistematik Literatür Taraması
• Kişiselleştirme

Kaynakça

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