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SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA

Year 2023, Volume: 4 Issue: Özel, 28 - 48, 29.10.2023

İbrahim Halil Efendioğlu

https://doi.org/10.58702/teyd.1353285

Abstract

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.

Keywords

Kişiselleştirilmiş Pazarlama Sistematik Literatür Taraması Kişiselleştirme

References

  • Adamova, M., J. Boudet., H. Kalaoui ve I. Segev (2018). How Traditional Insurance Carriers Can Disrupt Through Personalized Marketing. Washington, DC: McKinsey and Company.
  • Aher, S. B. ve L. Lobo (2013). “Combination of Machine Learning Algorithms For Recommendation of Courses In E-Learning System Based On Historical Data”. Knowledge Based Systems, 51, 1-14.
  • Akan, D. ve M. Toksarı (2021). “Dijital Pazarlamada Hiper Kişiselleştirme”. Elektronik Cumhuriyet İletişim Dergisi, 3 (2), 211-226.
  • Aksoy, L., B. Cooil ve N. H. Lurie (2011). “Decision Quality Measures In Recommendation Agent's Research”. Journal of Interactive Marketing, 25 (2), 110–122.
  • Anshari, M., M. N. Almunawar, S. A. Lim ve A. Al-Mudimigh (2019). “Customer Relationship Management and Big Data Enabled: Personalization and Customization of Services. Applied”. Computing and Informatics, 15 (2), 94–101.
  • Arora, N., X. Dreze, A. Ghose, J. D.Hess, R. Iyengar, B. Jing, V. Kumar, N. Lurie, S. Neslin ve Z. J. Zhang (2008). “Putting One-To-One Marketing To Work: Personalization, Customization and Choice”. Marketing Letters, 19 (3), 305–321.
  • Arora, S. ve A. Bawa (2022). “Response To Personalized Marketing Communication: An Empirical Investigation Comparing Users and Non Users of Surrogate Shoppers”. Journal of Internet Commerce, 21 (2), 246-269.
  • Başer, E. ve S. Akıncı (2020). “Kullanıcı Deneyimi ve Kişiselleştirme Bağlamında Bir Dijital Platfo Rm Incelemesi”. Selçuk İletişim, 13 (2), 866-897.
  • Behera, R. K., A. Gunasekaran, S. Gupta, S. Kamboj ve P. K. Bala (2020). “Personalized Digital Marketing Recommender Engine”. Journal of Retailing and Consumer Services, 53, 101799, 1-24.
  • Ben-Jebara, M., S. Mishra, S. B. Modi ve S. Mahar (2023). “Product Personalization Focus In The Pharmaceutical Industry and Shareholder Wealth: The Roles of Marketing Capability and Financial Leverage”. Journal of Business Research, 159, 113685, 1-13.
  • Berg, T., W. Janowski ve A. Sarner (2001). Personalization: Customer Value Beyond The Web. Stamford: Gartner.
  • Birtolo, C., V. Diessa, D. De Chiara ve P. Ritrovato (2013). “Customer Churn Detection System: Identifying Customers Who Wish To Leave A Merchant”. In Recent Trends in Applied Artificial Intelligence: 26th International Conference on Industrial, Engineering and Other Applications of Applied Intelligent Systems, IEA/AIE 2013, Amsterdam, The Netherlands, June 17-21, 2013. Proceedings 26 (411-420). Springer Berlin Heidelberg.
  • Cavdar-Aksoy, N., E. Tumer-Kabadayi, C. Yilmaz ve A. Kocak-Alan (2021). “A Typology Of Personalisation Practices In Marketing In The Digital Age”. Journal of Marketing Management, 37 (11-12), 1091-1122.
  • Chandra, S., S. Verma, W. M. Lim, S. Kumar ve N. Donthu (2022). “Personalization In Personalized Marketing: Trends and Ways Forward”. Psychology and Marketing, 39 (8), 1529-1562.
  • Changchien, S. W., C. F. Lee ve Y. J. Hsu (2004). “On-Line Personalized Sales Promotion In Electronic Commerce”. Expert Systems with Applications, 27 (1), 35–52.
  • Cheung, K. W., J. T. Kwok, M. H. Law ve K. C. Tsui (2003). “Mining Customer Product Ratings For Personalized Marketing”. Decision Support Systems, 35 (2), 231-243.
  • Dawn, S. K. (2014). “Personalized Marketing: Concepts and Framework”. Productivity, 54 (4), 370–377.
  • Deligiannis, A., C. Argyriou ve D. Kourtesis (2020). “Predicting The Optimal Date and Time To Send Personalized Marketing Messages To Repeat Buyers”. International Journal of Advanced Computer Science and Applications, 11 (4), 90-99.
  • Fowler, D., D. Pitta ve C. R. Leventhal (2013). “Technological Advancements and Social Challenges For One-To-One Marketing”. Journal of Consumer Marketing, 30 (6), 509-516.
  • Goldsmith, R. E. ve J. B. Frieden (2004). “Have It Your Way: Consumer Attitudes Toward Personalized Marketing”. Marketing Intelligence and Planning, 22 (2), 228–239.
  • Guelman, L., M. Guillén ve A. M. Pérez-Marín (2015). “A Decision Support Framework To Implement Optimal Personalized Marketing Interventions”. Decision Support Systems, 72, 24-32.
  • Haq, G., J. Whitelegg, , S. Cinderby ve A. Owen (2008). “The Use Of Personalised Social Marketing To Foster Voluntary Behavioural Change For Sustainable Travel and Lifestyles”. Local Environment, 13 (7), 549-569.
  • Khajvand, M., K. Zolfaghar, S. Ashoori ve S. Alizadeh (2011). “Estimating Customer Lifetime Value Based On RFM Analysis of Customer Purchase Behavior: Case Study”. Procedia Computer Science, 3, 57-63.
  • Konstan, J. A. ve J. Riedl (2012). “Recommender Systems: From Algorithms To User Experience”. User Modeling and User-Adapted Interaction, 22 (1), 101–123.
  • Krishnaraju, V. ve S. K. Mathew (2013). “Web Personalization Research: Aninformation Systems Perspective”. Journal of Systems and InformationTechnology,15 (3), 254–268.
  • Kumar, V., B. Rajan, R. Venkatesan ve J. Lecinski (2019). “Understanding The Role of Artificial Intelligence In Personalized Engagement Marketing”. California Management Review, 61 (4), 135-155.
  • Instone, K. (2000). Information Architecture and Personalization. Los Angeles. CA: Argus Associates.
  • Imhoff, C., L. Loftis ve J. Geiger (2001). Building The Customer-Centric Enterprise: Data Warehousing Techniques For Supporting Customer Relationship Management. New York: John Wiley and Sons.
  • Leblebici-Koçer, L. ve H. Özmerdivanlı (2019). “Kişiselleştirilmiş Reklamlara Yönelik Tutumları Etkileyen Faktörlerle Satın Alma Davranışı Arasındaki Ilişkinin Incelenmesi”. Akdeniz İİBF Dergisi, 19 (2), 427-454.
  • Liberati, A., D. G. Altman, J. Tetzlaff, C. Mulrow, P. C. Gøtzsche , J. P. Ioannidis, M. Clarke, P. J. Devereaux, J. Kleijnen ve D. Moher (2009). “The PRISMA Statement For Reporting Systematic Reviews and Meta Analyses of Studies That Evaluate Health Care Interventions: Explanation and Elaboration”. Journal of Clinical Epidemiology, 62(10), 1-34.
  • Liu, Q., H. Wan ve H. Yu (2023). “Application and Influence of Big Data Analysis In Marketing Strategy”. Frontiers in Business, Economics and Management, 9 (3), 168-171.
  • McKee, K. M., A. J. Dahl ve J. W. Peltier (2023). “Gen Z's Personalization Paradoxes: A Privacy Calculus Examination of Digital Personalization and Brand Behaviors”. Journal of Consumer Behaviour. Advance online publication, 1-18.
  • Moher, D., A. Liberati, J. Tetzlaff, D. G. Altman ve PRISMA Group (2009). “Preferred Reporting Items For Systematic Reviews and Meta-Analyses: The PRISMA Statement”. Annals of Internal Medicine, 151 (4), 264-269.
  • Montgomery, A. L. ve M. D. Smith (2009). “Prospects For Personalization On The Internet”. Journal of Interactive Marketing, 23 (2), 130–137.
  • Oberoi, P., C. Patel ve C. Haon (2017). “Technology Sourcing For Website Personalization and Social Media Marketing: A Study of E-Retailing Industry”. Journal of Business Research, 80, 10-23.
  • O'Fallon, C. ve C. Sullivan (2004). “Personalised Marketing-Improving Evaluation”. Transport Engineering in Australia, 9 (2), 85–101.
  • Paul, J. ve A. R. Criado (2020). “The Art of Writing Literature Review: What Do We Know and What Do We Need To Know?”. International Business Review, 29 (4), 101717, 1-7.
  • Peppers, D. ve M. Rogers (1997). The One-To-One Future. New York: Double Day Publications.
  • Peppers, D., M. Rogers ve B. Dorf (1999). “Is Your Company Ready For One-To-One Marketing”. Harvard Business Review, 77 (1), 151–160.
  • Riemer, K. ve C. Totz (2003). The Many Faces Of Personalization, In The Customer Centric Enterprise. Berlin, Heidelberg: Springer.
  • Ryu, S. (2023). “Coupon Or My Privacy: How Consumers Choose To Disclose Their Personal Information and Accept Mobile Location‐Based Advertising (LBA) Through Privacy Calculus”. Journal of Consumer Behaviour. Advance online publication, 1158-1172.
  • Salonen, V. ve H. Karjaluoto (2016). “Web Personalization: The State of The Art and Future Avenues For Research and Practice”. Telematics and Informatics, 33 (4), 1088–1104.
  • Samara, D., I. Magnisalis ve V. Peristeras (2020). “Artificial Intelligence and Big Data In Tourism: A Systematic Literature Review”. Journal of Hospitality and Tourism Technology, 11 (2), 343–367.
  • Schweidel, D. A., Y. Bart, J. J. Inman , A. T. Stephen, B. Libai, M. Andrews ve F. Thomaz (2022). “How Consumer Digital Signals Are Reshaping The Customer Journey”. Journal of the Academy of Marketing Science, 50 (6), 1257-1276.
  • Seele, P., C. Dierksmeier, R. Hofstetter ve M. D. Schultz (2021). “Mapping The Ethicality of Algorithmic Pricing: A Review of Dynamic and Personalized Pricing”. Journal of Business Ethics, 170, 697-719.
  • Shanahan, T., T. P. Tran ve E. C. Taylor (2019). “Getting To Know You: Social Media Personalization As A Means of Enhancing Brand Loyalty And Perceived Quality”. Journal of Retailing and Consumer Services, 47, 57-65.
  • Sheth, J. N., V. Jain, G. Roy ve A. Chakraborty (2022). “AI-Driven Banking Services: The Next Frontier For A Personalised Experience In The Emerging Market”. International Journal of Bank Marketing, 40 (6), 1248-1271.
  • Shen, A. (2014). “Recommendations As Personalized Marketing: Insights From Customer Experiences”. Journal of Services Marketing, 28 (5), 414-427.
  • Smith, A. D. (2006). “Exploring M-Commerce In Terms of Viability, Growth and Challenges”. International Journal of Mobile Communications, 4 (6), 682–703.
  • Strycharz, J., G. van Noort, E. Smit and N. Helberger (2019). Consumer View On Personalized Advertising: Overview Of Self-Reported Benefits And Concerns. Advances in Advertising Research X: Multiple Touchpoints in Brand Communication (Ed. E. Bigne and S. Rosengren). Springer.
  • Sunikka, A. ve J. Bragge (2012). “Applying Text-Mining To Personalization and Customization Research Literature–Who, What and Where?”. Expert Systems with Applications, 39 (11), 10049–10058.
  • Tang, H., S. S. Liao ve S. X. Sun (2013). “A Prediction Framework Based On Contextual Data To Support Mobile Personalized Marketing”. Decision Support Systems, 56, 234-246.
  • Tong, S., X. Luo ve B. Xu (2020). “Personalized Mobile Marketing Strategies”. Journal of the Academy of Marketing Science, 48, 64-78.
  • Tran, T. P. (2017). “Personalized Ads On Facebook: An Effective Marketing Tool For Online Marketers”. Journal of Retailing and Consumer Services, 39, 230-242.
  • Turow, J. ve N. Couldry (2018). “Media As Data Extraction: Towards A New Map of A Transformed Communications Field”. Journal of Communication, 68 (2), 415–423.
  • Vladeck, D. C. (2013). “Digital Marketing, Consumer Protection, and the First Amendment: A Brief Reply to Professor Ryan Calo. Geo”. Wash. L. Rev. Arguendo, 82, 156.
  • Wibisurya, I. (2018). “The Effect of Digital Marketing Implementation Through Location Based Advertising On Customer’s Purchase Intention”. Binus Business Review, 9 (2), 153-161.
  • Yildiz, A. (2022). “Bir Araştırma Metodolojisi Olarak Sistematik Literatür Taramasına Genel Bakış”. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 22 (Özel Sayı 2), 367-386.
  • Yılmaz, E. S. ve O. Ecemiş (2022). “’Metaverse’ Platformlarının Pazarlama Karması Bağlamında Çok Kriterli Karar Verme Yöntemleriyle İncelenmesi”. Gaziantep University Journal of Social Sciences, 21 (3), 1494-1511.
  • Yun, W. ve N. Hanson (2020). “Weathering Consumer Pricing Sensitivity: The Importance of Customer Contact and Personalized Services In The Financial Services Industry”. Journal of Retailing and Consumer Services, 55, 102085, 1-6.
  • Zhang, J. ve Y. Liu-Thompkins (2023). “Personalized Email Marketing In Loyalty Programs: The Role of Multidimensional Construal Levels”. Journal of the Academy of Marketing Science, Advance online publication, 1-21.

PERSONALIZED MARKETING WITH A SYSTEMATIC LITERATURE REVIEW

Year 2023, Volume: 4 Issue: Özel, 28 - 48, 29.10.2023

İbrahim Halil Efendioğlu

https://doi.org/10.58702/teyd.1353285

Abstract

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.

Keywords

Personalized Marketing Systematic Literature Review Personalization

References

  • Adamova, M., J. Boudet., H. Kalaoui ve I. Segev (2018). How Traditional Insurance Carriers Can Disrupt Through Personalized Marketing. Washington, DC: McKinsey and Company.
  • Aher, S. B. ve L. Lobo (2013). “Combination of Machine Learning Algorithms For Recommendation of Courses In E-Learning System Based On Historical Data”. Knowledge Based Systems, 51, 1-14.
  • Akan, D. ve M. Toksarı (2021). “Dijital Pazarlamada Hiper Kişiselleştirme”. Elektronik Cumhuriyet İletişim Dergisi, 3 (2), 211-226.
  • Aksoy, L., B. Cooil ve N. H. Lurie (2011). “Decision Quality Measures In Recommendation Agent's Research”. Journal of Interactive Marketing, 25 (2), 110–122.
  • Anshari, M., M. N. Almunawar, S. A. Lim ve A. Al-Mudimigh (2019). “Customer Relationship Management and Big Data Enabled: Personalization and Customization of Services. Applied”. Computing and Informatics, 15 (2), 94–101.
  • Arora, N., X. Dreze, A. Ghose, J. D.Hess, R. Iyengar, B. Jing, V. Kumar, N. Lurie, S. Neslin ve Z. J. Zhang (2008). “Putting One-To-One Marketing To Work: Personalization, Customization and Choice”. Marketing Letters, 19 (3), 305–321.
  • Arora, S. ve A. Bawa (2022). “Response To Personalized Marketing Communication: An Empirical Investigation Comparing Users and Non Users of Surrogate Shoppers”. Journal of Internet Commerce, 21 (2), 246-269.
  • Başer, E. ve S. Akıncı (2020). “Kullanıcı Deneyimi ve Kişiselleştirme Bağlamında Bir Dijital Platfo Rm Incelemesi”. Selçuk İletişim, 13 (2), 866-897.
  • Behera, R. K., A. Gunasekaran, S. Gupta, S. Kamboj ve P. K. Bala (2020). “Personalized Digital Marketing Recommender Engine”. Journal of Retailing and Consumer Services, 53, 101799, 1-24.
  • Ben-Jebara, M., S. Mishra, S. B. Modi ve S. Mahar (2023). “Product Personalization Focus In The Pharmaceutical Industry and Shareholder Wealth: The Roles of Marketing Capability and Financial Leverage”. Journal of Business Research, 159, 113685, 1-13.
  • Berg, T., W. Janowski ve A. Sarner (2001). Personalization: Customer Value Beyond The Web. Stamford: Gartner.
  • Birtolo, C., V. Diessa, D. De Chiara ve P. Ritrovato (2013). “Customer Churn Detection System: Identifying Customers Who Wish To Leave A Merchant”. In Recent Trends in Applied Artificial Intelligence: 26th International Conference on Industrial, Engineering and Other Applications of Applied Intelligent Systems, IEA/AIE 2013, Amsterdam, The Netherlands, June 17-21, 2013. Proceedings 26 (411-420). Springer Berlin Heidelberg.
  • Cavdar-Aksoy, N., E. Tumer-Kabadayi, C. Yilmaz ve A. Kocak-Alan (2021). “A Typology Of Personalisation Practices In Marketing In The Digital Age”. Journal of Marketing Management, 37 (11-12), 1091-1122.
  • Chandra, S., S. Verma, W. M. Lim, S. Kumar ve N. Donthu (2022). “Personalization In Personalized Marketing: Trends and Ways Forward”. Psychology and Marketing, 39 (8), 1529-1562.
  • Changchien, S. W., C. F. Lee ve Y. J. Hsu (2004). “On-Line Personalized Sales Promotion In Electronic Commerce”. Expert Systems with Applications, 27 (1), 35–52.
  • Cheung, K. W., J. T. Kwok, M. H. Law ve K. C. Tsui (2003). “Mining Customer Product Ratings For Personalized Marketing”. Decision Support Systems, 35 (2), 231-243.
  • Dawn, S. K. (2014). “Personalized Marketing: Concepts and Framework”. Productivity, 54 (4), 370–377.
  • Deligiannis, A., C. Argyriou ve D. Kourtesis (2020). “Predicting The Optimal Date and Time To Send Personalized Marketing Messages To Repeat Buyers”. International Journal of Advanced Computer Science and Applications, 11 (4), 90-99.
  • Fowler, D., D. Pitta ve C. R. Leventhal (2013). “Technological Advancements and Social Challenges For One-To-One Marketing”. Journal of Consumer Marketing, 30 (6), 509-516.
  • Goldsmith, R. E. ve J. B. Frieden (2004). “Have It Your Way: Consumer Attitudes Toward Personalized Marketing”. Marketing Intelligence and Planning, 22 (2), 228–239.
  • Guelman, L., M. Guillén ve A. M. Pérez-Marín (2015). “A Decision Support Framework To Implement Optimal Personalized Marketing Interventions”. Decision Support Systems, 72, 24-32.
  • Haq, G., J. Whitelegg, , S. Cinderby ve A. Owen (2008). “The Use Of Personalised Social Marketing To Foster Voluntary Behavioural Change For Sustainable Travel and Lifestyles”. Local Environment, 13 (7), 549-569.
  • Khajvand, M., K. Zolfaghar, S. Ashoori ve S. Alizadeh (2011). “Estimating Customer Lifetime Value Based On RFM Analysis of Customer Purchase Behavior: Case Study”. Procedia Computer Science, 3, 57-63.
  • Konstan, J. A. ve J. Riedl (2012). “Recommender Systems: From Algorithms To User Experience”. User Modeling and User-Adapted Interaction, 22 (1), 101–123.
  • Krishnaraju, V. ve S. K. Mathew (2013). “Web Personalization Research: Aninformation Systems Perspective”. Journal of Systems and InformationTechnology,15 (3), 254–268.
  • Kumar, V., B. Rajan, R. Venkatesan ve J. Lecinski (2019). “Understanding The Role of Artificial Intelligence In Personalized Engagement Marketing”. California Management Review, 61 (4), 135-155.
  • Instone, K. (2000). Information Architecture and Personalization. Los Angeles. CA: Argus Associates.
  • Imhoff, C., L. Loftis ve J. Geiger (2001). Building The Customer-Centric Enterprise: Data Warehousing Techniques For Supporting Customer Relationship Management. New York: John Wiley and Sons.
  • Leblebici-Koçer, L. ve H. Özmerdivanlı (2019). “Kişiselleştirilmiş Reklamlara Yönelik Tutumları Etkileyen Faktörlerle Satın Alma Davranışı Arasındaki Ilişkinin Incelenmesi”. Akdeniz İİBF Dergisi, 19 (2), 427-454.
  • Liberati, A., D. G. Altman, J. Tetzlaff, C. Mulrow, P. C. Gøtzsche , J. P. Ioannidis, M. Clarke, P. J. Devereaux, J. Kleijnen ve D. Moher (2009). “The PRISMA Statement For Reporting Systematic Reviews and Meta Analyses of Studies That Evaluate Health Care Interventions: Explanation and Elaboration”. Journal of Clinical Epidemiology, 62(10), 1-34.
  • Liu, Q., H. Wan ve H. Yu (2023). “Application and Influence of Big Data Analysis In Marketing Strategy”. Frontiers in Business, Economics and Management, 9 (3), 168-171.
  • McKee, K. M., A. J. Dahl ve J. W. Peltier (2023). “Gen Z's Personalization Paradoxes: A Privacy Calculus Examination of Digital Personalization and Brand Behaviors”. Journal of Consumer Behaviour. Advance online publication, 1-18.
  • Moher, D., A. Liberati, J. Tetzlaff, D. G. Altman ve PRISMA Group (2009). “Preferred Reporting Items For Systematic Reviews and Meta-Analyses: The PRISMA Statement”. Annals of Internal Medicine, 151 (4), 264-269.
  • Montgomery, A. L. ve M. D. Smith (2009). “Prospects For Personalization On The Internet”. Journal of Interactive Marketing, 23 (2), 130–137.
  • Oberoi, P., C. Patel ve C. Haon (2017). “Technology Sourcing For Website Personalization and Social Media Marketing: A Study of E-Retailing Industry”. Journal of Business Research, 80, 10-23.
  • O'Fallon, C. ve C. Sullivan (2004). “Personalised Marketing-Improving Evaluation”. Transport Engineering in Australia, 9 (2), 85–101.
  • Paul, J. ve A. R. Criado (2020). “The Art of Writing Literature Review: What Do We Know and What Do We Need To Know?”. International Business Review, 29 (4), 101717, 1-7.
  • Peppers, D. ve M. Rogers (1997). The One-To-One Future. New York: Double Day Publications.
  • Peppers, D., M. Rogers ve B. Dorf (1999). “Is Your Company Ready For One-To-One Marketing”. Harvard Business Review, 77 (1), 151–160.
  • Riemer, K. ve C. Totz (2003). The Many Faces Of Personalization, In The Customer Centric Enterprise. Berlin, Heidelberg: Springer.
  • Ryu, S. (2023). “Coupon Or My Privacy: How Consumers Choose To Disclose Their Personal Information and Accept Mobile Location‐Based Advertising (LBA) Through Privacy Calculus”. Journal of Consumer Behaviour. Advance online publication, 1158-1172.
  • Salonen, V. ve H. Karjaluoto (2016). “Web Personalization: The State of The Art and Future Avenues For Research and Practice”. Telematics and Informatics, 33 (4), 1088–1104.
  • Samara, D., I. Magnisalis ve V. Peristeras (2020). “Artificial Intelligence and Big Data In Tourism: A Systematic Literature Review”. Journal of Hospitality and Tourism Technology, 11 (2), 343–367.
  • Schweidel, D. A., Y. Bart, J. J. Inman , A. T. Stephen, B. Libai, M. Andrews ve F. Thomaz (2022). “How Consumer Digital Signals Are Reshaping The Customer Journey”. Journal of the Academy of Marketing Science, 50 (6), 1257-1276.
  • Seele, P., C. Dierksmeier, R. Hofstetter ve M. D. Schultz (2021). “Mapping The Ethicality of Algorithmic Pricing: A Review of Dynamic and Personalized Pricing”. Journal of Business Ethics, 170, 697-719.
  • Shanahan, T., T. P. Tran ve E. C. Taylor (2019). “Getting To Know You: Social Media Personalization As A Means of Enhancing Brand Loyalty And Perceived Quality”. Journal of Retailing and Consumer Services, 47, 57-65.
  • Sheth, J. N., V. Jain, G. Roy ve A. Chakraborty (2022). “AI-Driven Banking Services: The Next Frontier For A Personalised Experience In The Emerging Market”. International Journal of Bank Marketing, 40 (6), 1248-1271.
  • Shen, A. (2014). “Recommendations As Personalized Marketing: Insights From Customer Experiences”. Journal of Services Marketing, 28 (5), 414-427.
  • Smith, A. D. (2006). “Exploring M-Commerce In Terms of Viability, Growth and Challenges”. International Journal of Mobile Communications, 4 (6), 682–703.
  • Strycharz, J., G. van Noort, E. Smit and N. Helberger (2019). Consumer View On Personalized Advertising: Overview Of Self-Reported Benefits And Concerns. Advances in Advertising Research X: Multiple Touchpoints in Brand Communication (Ed. E. Bigne and S. Rosengren). Springer.
  • Sunikka, A. ve J. Bragge (2012). “Applying Text-Mining To Personalization and Customization Research Literature–Who, What and Where?”. Expert Systems with Applications, 39 (11), 10049–10058.
  • Tang, H., S. S. Liao ve S. X. Sun (2013). “A Prediction Framework Based On Contextual Data To Support Mobile Personalized Marketing”. Decision Support Systems, 56, 234-246.
  • Tong, S., X. Luo ve B. Xu (2020). “Personalized Mobile Marketing Strategies”. Journal of the Academy of Marketing Science, 48, 64-78.
  • Tran, T. P. (2017). “Personalized Ads On Facebook: An Effective Marketing Tool For Online Marketers”. Journal of Retailing and Consumer Services, 39, 230-242.
  • Turow, J. ve N. Couldry (2018). “Media As Data Extraction: Towards A New Map of A Transformed Communications Field”. Journal of Communication, 68 (2), 415–423.
  • Vladeck, D. C. (2013). “Digital Marketing, Consumer Protection, and the First Amendment: A Brief Reply to Professor Ryan Calo. Geo”. Wash. L. Rev. Arguendo, 82, 156.
  • Wibisurya, I. (2018). “The Effect of Digital Marketing Implementation Through Location Based Advertising On Customer’s Purchase Intention”. Binus Business Review, 9 (2), 153-161.
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There are 61 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

İbrahim Halil Efendioğlu 0000-0002-4968-375X

Early Pub Date October 15, 2023
Publication Date October 29, 2023
Published in Issue Year 2023 Volume: 4 Issue: Özel

Cite

APA Efendioğlu, İ. H. (2023). SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA. Toplum Ekonomi Ve Yönetim Dergisi, 4(Özel), 28-48. https://doi.org/10.58702/teyd.1353285
AMA Efendioğlu İH. SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA. TEYD. October 2023;4(Özel):28-48. doi:10.58702/teyd.1353285
Chicago Efendioğlu, İbrahim Halil. “SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA”. Toplum Ekonomi Ve Yönetim Dergisi 4, no. Özel (October 2023): 28-48. https://doi.org/10.58702/teyd.1353285.
EndNote Efendioğlu İH (October 1, 2023) SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA. Toplum Ekonomi ve Yönetim Dergisi 4 Özel 28–48.
IEEE İ. H. Efendioğlu, “SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA”, TEYD, vol. 4, no. Özel, pp. 28–48, 2023, doi: 10.58702/teyd.1353285.
ISNAD Efendioğlu, İbrahim Halil. “SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA”. Toplum Ekonomi ve Yönetim Dergisi 4/Özel (October 2023), 28-48. https://doi.org/10.58702/teyd.1353285.
JAMA Efendioğlu İH. SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA. TEYD. 2023;4:28–48.
MLA Efendioğlu, İbrahim Halil. “SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA”. Toplum Ekonomi Ve Yönetim Dergisi, vol. 4, no. Özel, 2023, pp. 28-48, doi:10.58702/teyd.1353285.
Vancouver Efendioğlu İH. SİSTEMATİK BİR LİTERATÜR TARAMASI İLE KİŞİSELLEŞTİRİLMİŞ PAZARLAMA. TEYD. 2023;4(Özel):28-4.
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