E-Ticaretin ABD’deki AVM’lerin Pazarlama Stratejilerine Etkisi Üzerine Sistematik Bir Derleme

Öz

E-ticaretin hızla yaygınlaşması, alışveriş merkezlerini (AVM) dijitalleşmeye uyumlu, çok yönlü yaşam alanlarına dönüştürmeye zorlamaktadır. Bu sistematik derleme çalışması, 2008–2025 yılları arasında ABD merkezli ve konu ile doğrudan ilgili akademik literatürü inceleyerek, e-ticaretin AVM pazarlama stratejilerine etkisini değerlendirmeyi amaçlamaktadır. PRISMA protokolüne uygun olarak yürütülen çalışmada, nitel ve nicel araştırmalar tematik analiz yöntemiyle sınıflandırılmıştır. Bulgular, AVM’lerin altı temel strateji geliştirdiğini göstermektedir: deneyimsel pazarlama, dijital entegrasyon, fiziksel yeniden yapılanma, tüketici etkileşimi odaklı uygulamalar, çoklu kanal stratejileri ile sürdürülebilirlik ve sosyal sorumluluk yaklaşımları. Çalışma, e-ticaret karşısında AVM’lerin nasıl yeniden konumlandığına dair literatürdeki dağınık yaklaşımları bütüncül bir çerçevede bir araya getirerek önemli bir katkı sunmaktadır. Dijitalleşme süreçlerinde teknolojik altyapısı güçlü, rekabetin yoğun olduğu ve dönüşümün erken başladığı bir ülke olan ABD’nin deneyimi, bu süreci yaşayan ya da yaşaması muhtemel ülkeler için stratejik bir rehber niteliğindedir. Sonuç olarak, AVM’lerin e-ticaret karşısında geliştirdiği çok katmanlı stratejiler, fiziksel perakendenin uzun vadeli sürdürülebilirliğini sağlamada temel bir rol üstlenmektedir.

Anahtar Kelimeler

• AVM
• E- ticaret
• Pazarlama stratejileri
• Sistematik derleme
• ABD

A Systematic Review on the Impact of E-Commerce on Marketing Strategies of Shopping Malls in the USA

Öz

The rapid expansion of e-commerce is compelling shopping malls to transform into multifaceted living spaces aligned with digitalization. This systematic review examines US-based academic literature published between 2008 and 2025 that is directly relevant to the subject, in order to assess the impact of e-commerce on shopping mall marketing strategies. Conducted in accordance with the PRISMA protocol, the study categorizes qualitative and quantitative research through thematic analysis. The findings indicate that shopping malls have developed six core strategies: experiential marketing, digital integration, physical restructuring, consumer engagement–focused practices, multi-channel strategies, and sustainability and social responsibility approaches. This study makes a significant contribution by synthesizing the fragmented approaches in the literature into a holistic framework that explains how shopping malls are repositioning themselves in the face of e-commerce. The experience of the United States-a country with strong technological infrastructure, intense competition, and an early start to the transformation process-serves as a strategic guide for countries currently undergoing or likely to undergo similar processes. In conclusion, the multi-layered strategies developed by shopping malls against e-commerce play a fundamental role in ensuring the long-term sustainability of physical retail.

Anahtar Kelimeler

• shopping mall
• e- commerce
• marketing strategy
• systematic review
• US

Kaynakça

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