Kişiselleştirilmiş Pazarlama ve 3D Baskı Teknolojisi Arasındaki İlişkiye Bibliyometrik Bir Genel Bakış

Mehmet Asif Alan; Salih Yıldız

doi:10.71445/umbd.1691360

Araştırma Makalesi

A Bibliometric Overview of the Relationship Between Personalized Marketing and 3D Printing Technology

Yıl 2025, Cilt: 8 Sayı: 3, 58 - 76, 29.11.2025

Mehmet Asif Alan , Salih Yıldız

https://doi.org/10.71445/umbd.1691360

Öz

In the Industry 4.0 era, marketing has moved beyond traditional audience targeting and now emphasizes personalized approaches that meet individual consumer needs. This article examines the dynamic relationship between personalized marketing and 3D printing technology, highlighting how advances in 3D printing are reshaping marketing strategies across industries. As 3D printing technology matures, it opens up new avenues for marketers to create hyper-personalized experiences and products tailored to consumers’ preferences and desires. The study outlines the transformative potential of 3D printing in industries such as healthcare, food, fashion, and automotive, where it enables the production of customized products that meet unique consumer demands. Through an interdisciplinary literature review, this research examines how additive manufacturing is advancing product personalization, reshaping traditional business models, and encouraging deeper consumer engagement. Thus, the evolving relationship between personalized marketing and 3D printing technology is elucidated. The paper argues that 3D printing is not just a manufacturing innovation, but a revolutionary tool that can redefine the next generation of marketing strategies and ultimately lead to better customer satisfaction, brand loyalty, and competitive advantage in the marketplace. Through an interdisciplinary literature review, the study concludes how additive manufacturing is improving product customization, reshaping business models, and driving consumer engagement.

Anahtar Kelimeler

3D Printing , Additive Manufacturing , Industry 4.0 , Personalized Marketing , Product Customization

Kaynakça

Abdullah, M., Ibrahim, M., Bahtar, A., ve Khan, N. (2024). Conceptualizing the implications of artificial intelligence (AI) tools and personalization marketing on consumer purchase intention: Insights from the Malaysian e-commerce market. Information Management and Business Review, 16(3S(I)a), 430–436. https://doi.org/10.22610/imbr.v16i3s(i)a.4145
Aktaş, M. (2023). Ölçek geliştirme üzerine bir bibliyometrik analiz. Batı Anadolu Eğitim Bilimleri Dergisi, 14(2), 1273-1292. https://doi.org/10.51460/baebd.1275572
Alan, M. A. (2021). Gelenekten Geleceğe: 3d Yazıcılar İle Ehram Kumaşa Desen Uygulanmasının İncelenmesi. Uluborlu Mesleki Bilimler Dergisi, 4(1), 39-49.
Algahtani, M. (2021). Assessment of pharmacist’s knowledge and perception toward 3D printing technology as a dispensing method for personalized medicine and the readiness for implementation. Pharmacy, 9(1), 68. https://doi.org/10.3390/pharmacy9010068
Alsoufi, A. ve Elsayed, A. (2018). Quantitative analysis of 0% infill density surface profile of printed part fabricated by personal FDM 3D printer. International Journal of Engineering ve Technology, 7(1), 8345. https://doi.org/10.14419/ijet.v7i1.8345
Aydın, Ş., ve Çakır, M. (2022). Gastronomy and digitalization. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 12(4), 2143–2159. https://doi.org/10.30783/nevsosbilen.1123324
Bai, W., Fang, H., Wang, Y., Zeng, Q., Hu, G., Bao, G., … ve Wan, Y. (2021). Academic insights and perspectives in 3D printing: A bibliometric review. Applied Sciences, 11(18), 8298. https://doi.org/10.3390/app11188298
Basher, M., et al. vd. (2018). Development of Multi-Material 3D Printer. ECS Transactions, 88(1), 449. https://doi.org/10.1149/08801.0449ecst
Bekar, K., Çifçi, U., ve Özkan, A. (2021). Çok boyutlu yazıcılardan baskısı farklı parametrelerle alınan numunelerin malzeme seçiminin deneysel analizi. Gümüşhane Üniversitesi Fen Bilimleri Enstitüsü Dergisi. https://doi.org/10.17714/gumusfenbil.743772
Caprioli, J., et al. vd. (2021). 3D-printed self-healing hydrogels via Digital Light Processing. Nature Communications, 12, Article 22802. https://doi.org/10.1038/s41467-021-22802-z
Chandra, S., Verma, S., Lim, W., Kumar, S., ve Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology and Marketing, 39(8), 1529–1562. https://doi.org/10.1002/mar.21670
Chang, M., Hsia, W., ve Chen, H. (2024). Breaking conventional eating habits: Perception and acceptance of 3D-printed food among Taiwanese university students. Nutrients, 16(8), 1162. https://doi.org/10.3390/nu16081162
ChatGPT, OpenAI, 2025, https://chatgpt.com/
Chen, L., Cui, Y., ve Lee, H. (2021). Retailing with 3D printing. Production and Operations Management, 30(7), 1986–2007. https://doi.org/10.1111/poms.13367
Costa, F., et al. vd. (2021). 3D printers in dentistry: A review of additive manufacturing techniques and materials. Clinical and Laboratorial Research in Dentistry. https://doi.org/10.11606/issn.2357-8041.clrd.2021.188502
Duan, X., He, P., Fan, H., Zhang, C., Wang, F., ve Yang, L. (2018). Application of 3D-printed personalized guide in arthroscopic ankle arthrodesis. Biomed Research International, 2018, 3531293. https://doi.org/10.1155/2018/3531293
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Kişiselleştirilmiş Pazarlama ve 3D Baskı Teknolojisi Arasındaki İlişkiye Bibliyometrik Bir Genel Bakış

Yıl 2025, Cilt: 8 Sayı: 3, 58 - 76, 29.11.2025

Mehmet Asif Alan , Salih Yıldız

https://doi.org/10.71445/umbd.1691360

Öz

Endüstri 4.0 çağında, pazarlama geleneksel kitle hedeflemesinin ötesine geçerek artık bireysel tüketici ihtiyaçlarını karşılayan kişiselleştirilmiş yaklaşımlara vurgu yapmaktadır. Bu makale, kişiselleştirilmiş pazarlama ile 3D baskı teknolojisi arasındaki dinamik ilişkiyi inceleyerek, 3D baskıdaki gelişmelerin çeşitli sektörlerdeki pazarlama stratejilerini nasıl yeniden şekillendirdiğini vurgulamaktadır. 3D baskı teknolojisi olgunlaştıkça, pazarlamacılara tüketicilerin belirli tercihlerine ve isteklerine göre uyarlanmış hiper kişiselleştirilmiş deneyimler ve ürünler yaratmaları için yeni yollar açmaktadır. Çalışma, sağlık, gıda, moda ve otomotiv gibi sektörlerde 3D baskının dönüştürücü potansiyelini özetlemektedir; burada benzersiz tüketici taleplerini karşılayan özelleştirilmiş ürünlerin üretimini mümkün kılmaktadır. Disiplinler arası bir literatür incelemesi yoluyla, bu araştırma, katkı maddesi üretiminin ürün kişiselleştirmesini nasıl geliştirdiğini, geleneksel iş modellerini nasıl yeniden şekillendirdiğini ve daha derin tüketici katılımını nasıl teşvik ettiğini incelemektedir. Böylelikle kişiselleştirilmiş pazarlama ve 3D baskı teknolojisi arasındaki gelişen ilişki açıklanmaktadır. Makale, 3D baskının yalnızca bir üretim yeniliği olmadığını, aynı zamanda bir sonraki nesil pazarlama stratejilerini yeniden tanımlayabilen ve nihayetinde pazarda daha iyi müşteri memnuniyeti, marka sadakati ve rekabet avantajına yol açabilen devrim niteliğinde bir araç olduğunu ileri sürmektedir. Çalışmada, disiplinler arası bir literatür incelemesi yoluyla, eklemeli imalatın ürün kişiselleştirmesini nasıl geliştirdiğini, iş modellerini nasıl yeniden şekillendirdiğini ve tüketici katılımını nasıl yönlendirdiğine dair sonuçlar ortaya konulmuştur.

Anahtar Kelimeler

3D Baskı , Eklemeli İmalat , Endüstri 4.0 , Kişiselleştirilmiş Pazarlama , Ürün Özelleştirme

Etik Beyan

Bu çalışmanın, özgün bir çalışma olduğunu; çalışmanın hazırlık, veri toplama, analiz ve bilgilerin sunumu olmak üzere tüm aşamalarından bilimsel etik ilke ve kurallarına uygun davrandığımı; bu çalışma kapsamında elde edilmeyen tüm veri ve bilgiler için kaynak gösterdiğimi ve bu kaynaklara kaynakçada yer verdiğimi etik görev ve sorumluluklara riayet ettiğimi beyan ederim. Ayrıca bu çalışmada yararlanılan Üretken Yapay Zeka araçları, dil ve üslup iyileştirme ile literatür özetleme vb TÜBİTAK tarafından belirtilen destekleyici kullanımlar için denetimimde kullanılmış ve usulüne uygun belirtilmiştir.

Kaynakça

Abdullah, M., Ibrahim, M., Bahtar, A., ve Khan, N. (2024). Conceptualizing the implications of artificial intelligence (AI) tools and personalization marketing on consumer purchase intention: Insights from the Malaysian e-commerce market. Information Management and Business Review, 16(3S(I)a), 430–436. https://doi.org/10.22610/imbr.v16i3s(i)a.4145
Aktaş, M. (2023). Ölçek geliştirme üzerine bir bibliyometrik analiz. Batı Anadolu Eğitim Bilimleri Dergisi, 14(2), 1273-1292. https://doi.org/10.51460/baebd.1275572
Alan, M. A. (2021). Gelenekten Geleceğe: 3d Yazıcılar İle Ehram Kumaşa Desen Uygulanmasının İncelenmesi. Uluborlu Mesleki Bilimler Dergisi, 4(1), 39-49.
Algahtani, M. (2021). Assessment of pharmacist’s knowledge and perception toward 3D printing technology as a dispensing method for personalized medicine and the readiness for implementation. Pharmacy, 9(1), 68. https://doi.org/10.3390/pharmacy9010068
Alsoufi, A. ve Elsayed, A. (2018). Quantitative analysis of 0% infill density surface profile of printed part fabricated by personal FDM 3D printer. International Journal of Engineering ve Technology, 7(1), 8345. https://doi.org/10.14419/ijet.v7i1.8345
Aydın, Ş., ve Çakır, M. (2022). Gastronomy and digitalization. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 12(4), 2143–2159. https://doi.org/10.30783/nevsosbilen.1123324
Bai, W., Fang, H., Wang, Y., Zeng, Q., Hu, G., Bao, G., … ve Wan, Y. (2021). Academic insights and perspectives in 3D printing: A bibliometric review. Applied Sciences, 11(18), 8298. https://doi.org/10.3390/app11188298
Basher, M., et al. vd. (2018). Development of Multi-Material 3D Printer. ECS Transactions, 88(1), 449. https://doi.org/10.1149/08801.0449ecst
Bekar, K., Çifçi, U., ve Özkan, A. (2021). Çok boyutlu yazıcılardan baskısı farklı parametrelerle alınan numunelerin malzeme seçiminin deneysel analizi. Gümüşhane Üniversitesi Fen Bilimleri Enstitüsü Dergisi. https://doi.org/10.17714/gumusfenbil.743772
Caprioli, J., et al. vd. (2021). 3D-printed self-healing hydrogels via Digital Light Processing. Nature Communications, 12, Article 22802. https://doi.org/10.1038/s41467-021-22802-z
Chandra, S., Verma, S., Lim, W., Kumar, S., ve Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology and Marketing, 39(8), 1529–1562. https://doi.org/10.1002/mar.21670
Chang, M., Hsia, W., ve Chen, H. (2024). Breaking conventional eating habits: Perception and acceptance of 3D-printed food among Taiwanese university students. Nutrients, 16(8), 1162. https://doi.org/10.3390/nu16081162
ChatGPT, OpenAI, 2025, https://chatgpt.com/
Chen, L., Cui, Y., ve Lee, H. (2021). Retailing with 3D printing. Production and Operations Management, 30(7), 1986–2007. https://doi.org/10.1111/poms.13367
Costa, F., et al. vd. (2021). 3D printers in dentistry: A review of additive manufacturing techniques and materials. Clinical and Laboratorial Research in Dentistry. https://doi.org/10.11606/issn.2357-8041.clrd.2021.188502
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Toplam 67 adet kaynakça vardır.

Ayrıntılar

Birincil Dil	Türkçe
Konular	Demografi (Diğer)
Bölüm	Araştırma Makalesi
Yazarlar	Mehmet Asif Alan 0000-0002-6947-404X Salih Yıldız 0000-0002-1002-5960
Yayımlanma Tarihi	29 Kasım 2025
Gönderilme Tarihi	4 Mayıs 2025
Kabul Tarihi	16 Eylül 2025
Yayımlandığı Sayı	Yıl 2025 Cilt: 8 Sayı: 3

Kaynak Göster

APA	Alan, M. A., & Yıldız, S. (2025). Kişiselleştirilmiş Pazarlama ve 3D Baskı Teknolojisi Arasındaki İlişkiye Bibliyometrik Bir Genel Bakış. Uluborlu Mesleki Bilimler Dergisi, 8(3), 58-76. https://doi.org/10.71445/umbd.1691360

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Makale Dosyaları

Tam Metin

Isparta Uygulamalı Bilimler Üniversitesi Uluborlu Mesleki Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.