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

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

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

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

Kaynakça

1. 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
2. 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
3. Alan, M. A. (2021). Gelenekten Geleceğe: 3d Yazıcılar İle Ehram Kumaşa Desen Uygulanmasının İncelenmesi. Uluborlu Mesleki Bilimler Dergisi, 4(1), 39-49.
4. 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
5. 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
6. 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
7. 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
8. Basher, M., et al. vd. (2018). Development of Multi-Material 3D Printer. ECS Transactions, 88(1), 449. https://doi.org/10.1149/08801.0449ecst

9. 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
10. 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
11. 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
12. 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
13. ChatGPT, OpenAI, 2025, https://chatgpt.com/
14. 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
15. 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
16. 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
17. Efendioğlu, İ. H. (2023). Sistematik Bir Literatür Taraması ile Kişiselleştirilmiş Pazarlama. Toplum, Ekonomi ve Yönetim Dergisi, 4 (Özel), 28-48.
18. Erturgut, R. and Gürler, H. (2020). Tersi̇ne loji̇sti̇k teori̇ ve uygulamalarinin son 10 yili: bi̇bli̇yometri̇k bi̇r anali̇z. Uluslararası İktisadi Ve İdari İncelemeler Dergisi, (28), 25-46. https://doi.org/10.18092/ulikidince.594396 Formbond, 2021. https://3dbaskial.com/3d-yazdirma-teknolojilerinin-tarihi-uzerine/, Erişim Tarihi: 03.04.2025.
19. Garmulewicz, A., Holweg, M., Veldhuis, H., ve Yang, A. (2018). Disruptive technology as an enabler of the circular economy: What potential does 3D printing hold? California Management Review, 60(3), 112–132. https://doi.org/10.1177/0008125617752695
20. Godoi, F. C., Prakash, S., ve Bhandari, B. R. (2016). 3D printing technologies applied for food design: Status and prospects. Journal of Food Engineering, 179, 44–54. https://doi.org/10.1016/j.jfoodeng.2016.01.025
21. Goyanes, Á., Madla, C., Umerji, A., Duran, G., Montero, J., Lamas, M., … ve Basit, A. (2019). Automated therapy preparation of isoleucine formulations using 3D printing for the treatment of MSUD. International Journal of Pharmaceutics, 567, 118497. https://doi.org/10.1016/j.ijpharm.2019.118497
22. Gross, B. C., et al. vd. (2014). Evaluation of 3D Printing and Its Potential Impact on Biotechnology and the Chemical Sciences. Analytical Chemistry, 86(7), 3240–3253. https://doi.org/10.1021/ac403397r
23. Hales, S., Tokita, E., Neupane, R., Ghosh, U., Elder, B., Wirthlin, D., ve Kong, Y. (2020). 3D printed nanomaterial-based electronic, biomedical, and bioelectronic devices. Nanotechnology, 31(17), 172001. https://doi.org/10.1088/1361-6528/ab5f29
24. Hemker, S., Herrando, C., ve Constantinides, E. (2021). The transformation of data marketing: How an ethical lens on consumer data collection shapes the future of marketing. Sustainability, 13(20), 11208. https://doi.org/10.3390/su132011208
25. Heo, D. N., et al. vd. (2020). Manufacturing and characterization of hybrid bulk voxelated biomaterials printed by digital anatomy 3D printing. Polymers, 13(1), 123. https://doi.org/10.3390/polym13010123
26. Hosny, A., et al. vd. (2018). From improved diagnostics to presurgical planning: High-resolution functionally graded multimaterial 3D printing of biomedical tomographic data sets. 3D Printing and Additive Manufacturing, 5(1), 1–13. https://doi.org/10.1089/3dp.2017.0140
27. Jamróz, W., Szafraniec-Szczęsny, J., Kurek, M., ve Jachowicz, R. (2018). 3D printing in pharmaceutical and medical applications – Recent achievements and challenges. Pharmaceutical Research, 35(9), 176. https://doi.org/10.1007/s11095-018-2454-x
28. Kahl, M., et al. vd. (2019). Ultra-low-cost 3D bioprinting: Modification and application of an off-the-shelf desktop 3D-printer for biofabrication. Frontiers in Bioengineering and Biotechnology, 7, 184. https://doi.org/10.3389/fbioe.2019.00184
29. Kallier, S., ve Wiid, J. (2021). Consumer perceptions of real-time marketing used in campaigns for retail businesses. International Journal of Research in Business and Social Science, 10(2), 86–105. https://doi.org/10.20525/ijrbs.v10i2.1075
30. Karamzadeh, S., et al. vd. (2018). Characterization of a 3D printed mold for a cell culturing microfluidic device. FFHMT, 2018(172). https://doi.org/10.11159/ffhmt18.172
31. Karasakaloğlu, B. (2020). Kış turizmi çalışmaları üzerine bibliyometrik bir i̇nceleme. Seyahat Ve Otel İşletmeciliği Dergisi, 17(3), 407-426. https://doi.org/10.24010/soid.726176
32. Khaled, S. A., Burley, J. C., Alexander, M. R., Yang, J., ve Roberts, C. J. (2015). 3D printing of five-in-one dose combination polypill with defined immediate and sustained release profiles. Journal of Controlled Release, 217, 308–314. https://doi.org/10.1016/j.jconrel.2015.09.028
33. Konta, A. A., García-Piña, M., ve Serrano, D. R. (2017). Personalised 3D printed medicines: Which techniques and polymers are more successful? Bioengineering, 4(4), 79. https://doi.org/10.3390/bioengineering4040079
34. Kuang, X., et al. vd. (2018). Advances in 4D printing: Materials and applications. Advanced Functional Materials, 29(2), 1805290. https://doi.org/10.1002/adfm.201805290
35. Kumar, R., Singh, R. K., ve Dwivedi, Y. K. (2020). Application of Industry 4.0 technologies in SMEs for ethical and sustainable operations: Analysis of challenges. Journal of Cleaner Production, 275, 124063. https://doi.org/10.1016/j.jclepro.2020.124063
36. Ligon, S. C., Liska, R., Stampfl, J., Gurr, M., ve Mülhaupt, R. (2017). Polymers for 3D printing and customized additive manufacturing. Chemical Reviews, 117(15), 10212–10290. https://doi.org/10.1021/acs.chemrev.7b00074
37. Liu, Z., Zhang, M., Bhandari, B., ve Wang, Y. (2017). 3D printing: Printing precision and application in food sector. Trends in Food Science ve Technology, 69, 83–94. https://doi.org/10.1016/j.tifs.2017.08.018
38. Manstan, T., Chandler, S., ve McSweeney, M. B. (2020). Consumers’ attitudes towards 3D printed foods after a positive experience: An exploratory study. Journal of Sensory Studies, 36(1), e12619. https://doi.org/10.1111/joss.12619
39. Monica AI, Monica.im (chat feature), Butterfly Effect Pte. Ltd., 2025, https://monica.im/home/chat Msallem, B., et al. vd. (2020). Evaluation of the dimensional accuracy of 3D-printed anatomical mandibular models using FFF, SLA, SLS, MJ, and BJ printing technology. Journal of Clinical Medicine, 9(3), 817. https://doi.org/10.3390/jcm9030817
40. O. Çınar, S. Altuntaş, M.A. Alan. Technology transfer and its impact on innovation and firm performance: empirical evidence from Turkish export companies. Kybernetes, 50 (7) (2020), pp. 2179-2207, 10.1108/K-12-2019-0828.
41. Oğuzbalaban, G. (2019). Termal turizm konulu lisansüstü tezlerin bibliyometrik analizi. Turk Turizm Arastirmalari Dergisi, 3(4), 1012-1027. https://doi.org/10.26677/tr1010.2019.225
42. Poswal, A., et al. vd. (2019). Opportunities and scope of desktop 3D printers in India. International Journal of Engineering and Advanced Technology, 8(6), 9545. https://doi.org/10.35940/ijeat.F9545.088619
43. Priyono, A., Moin, A., ve Putri, V. N. A. O. (2020). Identifying digital transformation paths in the business model of SMEs during the COVID-19 pandemic. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 104. https://doi.org/10.3390/joitmc6040104
44. Puzatova, A., et al. vd. (2022). Large-scale 3D printing for construction application by means of robotic arm and gantry 3D printer: A review. Buildings, 12(11), 2023. https://doi.org/10.3390/buildings12112023
45. Rayna, T., ve Striukova, L. (2016). From rapid prototyping to home fabrication: How 3D printing is changing business model innovation. Technological Forecasting and Social Change, 102, 214–224. https://doi.org/10.1016/j.techfore.2015.07.023
46. Rossi, S., et al. vd. (2022). Fused deposition modeling with induced vibrations: A study on the mechanical characteristics of printed parts. Applied Sciences, 12(18), 9327. https://doi.org/10.3390/app12189327
47. Sethuraman, N., Parlaktürk, A., ve Swaminathan, J. M. (2023). Personal fabrication as an operational strategy: Value of delegating production to customer using 3D printing. Production and Operations Management, 32(7), 2362–2375. https://doi.org/10.1111/poms.13981
48. Sevli, O. (2021). 3 boyutlu baskıda kullanılacak malzemenin makine öğrenmesi teknikleri ile tahminlenmesi. International Journal of 3D Printing Technologies and Digital Industry, 5(3), 596–605. https://doi.org/10.46519/ij3dptdi.1026694
49. Shamsabadi, A. S. (2023). 3D-printing advances in radiotherapy. In IntechOpen. https://doi.org/10.5772/intechopen.109153
50. Suryawijaya, T., ve Wardhani, M. (2023). Tailoring the future of MSME marketing: A study on leveraging customer data for personalized experiences. Preprints. https://doi.org/10.20944/preprints202303.0245.v1
51. Tack, P., Victor, J., Gemmel, P., ve Annemans, L. (2016). 3D-printing techniques in a medical setting: A systematic literature review. BioMedical Engineering OnLine, 15(1), 115. https://doi.org/10.1186/s12938-016-0236-4
52. Trenfield, S. J., et al. vd. (2019). Shaping the future: Recent advances of 3D printing in drug delivery and healthcare. Expert Opinion on Drug Delivery, 16(10), 1081–1094. https://doi.org/10.1080/17425247.2019.1660318
53. Tunç, Y., Çelik, O., Atik, S., ve Çobanoğlu, N. (2023). Erken çocukluk öğretmen eğitimine i̇lişkin bibliyometrik bir analiz: eğilimler, öncelikler ve araştırma boşlukları. İnönü Üniversitesi Eğitim Fakültesi Dergisi, 24(2), 917-937. https://doi.org/10.17679/inuefd.1312704
54. Uygunoğlu, T. (2021). 3D yazıcılar için tasarlanan harçlarının ekstrüde edilebilirlikleri. El-Cezeri Fen ve Mühendislik Dergisi. https://doi.org/10.31202/ecjse.852736
55. Vaz, V., ve Kumar, L. (2021). 3D printing as a promising tool in personalized medicine. AAPS PharmSciTech, 22(1), 13. https://doi.org/10.1208/s12249-020-01905-8
56. Velasco, M. L. R., et al. vd. (2017). Low-cost method for obtaining medical rapid prototyping using desktop 3D printing: A novel technique for mandibular reconstruction planning. Journal of Clinical and Experimental Dentistry, 9(2), e272–e276. https://doi.org/10.4317/jced.54055
57. Wang, Q., Sun, X., Cobb, S., Lawson, G., ve Sharples, S. (2016). 3D printing system: An innovation for small-scale manufacturing in home settings? Early adopters of 3D printing systems in China. International Journal of Production Research, 54(20), 6017–6032. https://doi.org/10.1080/00207543.2016.1154211
58. Weller, C., Kleer, R., ve Piller, F. T. (2015). Economic implications of 3D printing: Market structure models in light of additive manufacturing revisited. International Journal of Production Economics, 164, 43–56. https://doi.org/10.1016/j.ijpe.2015.02.020
59. Witek‐Krowiak, A., Szopa, D., ve Anwajler, B. (2024). Advanced packaging techniques—A mini-review of 3D printing potential. Materials, 17(12), 2997. https://doi.org/10.3390/ma17122997
60. Yang, J., ve Park, M. S. (2020). 3D printer application for endoscope-assisted spine surgery instrument development: From prototype instruments to patient-specific 3D models. Yonsei Medical Journal, 61(1), 94–100. https://doi.org/10.3349/ymj.2020.61.1.94
61. Yeksan, Ö. and Akbaba, A. (2019). Sürdürülebilir turizm makalelerinin bibliyometrik analizi. Güncel Turizm Araştırmaları Dergisi, 3(2), 220-231. https://doi.org/10.32572/guntad.502563
62. Yıldırım, Y. ve Yiğitbaşı, Ö. (2021). Üç Boyutlu Yazıcıların Pazarlamanın 4p’sine Katkısı. İnönü Üniversitesi Uluslararası Sosyal Bilimler Dergisi, (INIJOSS), 10(2), 276-298
63. Yıldız, S., ve Alan, M. A. (2025). Endüstri 6.0 Döneminde Pazarlamaya Genel Bir Bakış: Pazarlama 6.0. International Anatolia Academic Online Journal Social Sciences Journal, 11(1), 220-237.
64. Yılmaz, G. (2017). Restoranlarda bahşiş i̇le i̇lgili yayınlanan makalelerin bibliyometrik analizi. Seyahat Ve Otel İşletmeciliği Dergisi, 65-79. https://doi.org/10.24010/soid.335082
65. Yusnidar, Y., Yudhakusuma, D. A., ve Sari, F. (2023). Personalized marketing strategy in digital business using data mining approach. International Journal of Software Engineering and Computer Science, 3(2), 137–143. https://doi.org/10.35870/ijsecs.v3i2.1515
66. Zambrano, L., Quintero, F., Calderón, M., Alcívar, K., Cusme, Y., ve García, K. (2022). Evolution from traditional marketing to digital marketing as a formative process. Journal of Business and Entrepreneurial Studies, 6(3). https://doi.org/10.37956/jbes.v6i3.295
67. Zhang, N., Chen, Y., ve Kongjue, Z. (2024). The future of marketing analytics: Trends and emerging technologies. International Journal of Applied Business and Management Review, 1(3), 23–32. https://doi.org/10.62674/ijabmr.2024.v1i03.003