DİJİTAL PAZARLAMADA AI WASHING UYGULAMALARININ TÜKETİCİ TEMELLİ MARKA DEĞERİ ÜZERİNDEKİ ETKİSİ: AI BOOING'İN ARACI ROLÜNE İLİŞKİN KAVRAMSAL BİR İNCELEME

Öz

Bu çalışma, dijital pazarlama bağlamında AI Washing (yapay zekâ yıkama) uygulamalarının tüketici temelli marka değeri üzerindeki etkisini, AI Booing (yapay zekâya tepki) olgusunun aracı rolü çerçevesinde incelemeyi amaçlamaktadır. Yapay zekâ teknolojilerinin pazarlama iletişiminde araçsallaştırılması, şirketlerin gerçek YZ kapasitelerini aşan iddialarla marka konumlandırması yapmasına yol açmakta; bu durum ise tüketici güvenini erozyona uğratarak marka değerini tehdit etmektedir. Araştırma, Keller'ın (1993) tüketici temelli marka değeri modeli ile Ozturkcan ve Bozdağ'ın (2025) AI Washing-AI Booing güvensizlik döngüsü çerçevesini bütünleştiren özgün bir kavramsal model önermektedir. Bu doğrultuda çalışma; greenwashing, ethics washing ve CSR-washing yazınlarından beslenen kavramsal bir çerçeve önererek AI Washing, AI Booing ve tüketici temelli marka değeri arasındaki ilişkileri bütünleştirici bir derleme yaklaşımıyla ele almaktadır. Çalışma, AI Washing ile marka değeri arasındaki ilişkiyi kavramsal düzeyde bütünleştiren ilk çalışmalardan biri olarak AI Booing'in bu ilişkideki aracı rolüne dair önermeler geliştirmekte; dijital pazarlama yöneticilerine sorumlu YZ iletişim stratejileri konusunda çıkarımlar sunmakta ve ileride yürütülecek görgül araştırmalar için sınanabilir bir kavramsal model ortaya koymaktadır.

Anahtar Kelimeler

• AI Washing
• AI Booing
• Tüketici Temelli Marka Değeri
• Dijital Pazarlama
• Yapay Zekâ Güveni

THE IMPACT OF AI WASHING PRACTICES ON CONSUMER-BASED BRAND EQUITY IN DIGITAL MARKETING: A CONCEPTUAL REVIEW OF THE MEDIATING ROLE OF AI BOOING

Öz

This study aims to examine the impact of AI Washing practices on consumer-based brand equity (CBBE) in the context of digital marketing, with AI Booing as a mediating variable. The instrumentalization of artificial intelligence technologies in marketing communication has led companies to position their brands with claims exceeding their actual AI capabilities, thereby threatening brand equity through the erosion of consumer trust. The research proposes an original conceptual model integrating Keller's (1993) consumer-based brand equity framework with Ozturkcan and Bozdağ's (2025) AI Washing–AI Booing cycle of mistrust. Accordingly, drawing on the greenwashing, ethics washing, and CSR-washing literatures, the study adopts an integrative review approach to examine the relationships among AI Washing, AI Booing, and consumer-based brand equity through a proposed conceptual framework. As one of the first studies to conceptually integrate the relationship between AI Washing and brand equity, it develops propositions regarding the mediating role of AI Booing, offers implications for digital marketing managers on responsible AI communication strategies, and puts forward a testable conceptual model for future empirical research.

Anahtar Kelimeler

• AI Washing
• AI Booing
• Consumer-Based Brand Equity
• Digital Marketing
• Artificial Intelligence Trust

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