USE OF AI AND REALITY TECHNOLOGIES INEXPERIENTIAL MARKETING STRATEGIES IN TÜRKİYE
MEHMET AKIF ERSOY UNIVERSITY JOURNAL OF SOCIAL SCIENCES INSTITUTE, sa.42, ss.52-69, 2025 (Hakemli Dergi)
- Yayın Türü: Makale / Tam Makale
- Basım Tarihi: 2025
- Doi Numarası: 10.20875/makusobed.1681897
- Dergi Adı: MEHMET AKIF ERSOY UNIVERSITY JOURNAL OF SOCIAL SCIENCES INSTITUTE
- Derginin Tarandığı İndeksler: EBSCO Legal Collection, EBSCO Legal Source, EBSCO Education Source, Directory of Open Access Journals, Index Copernicus
- Sayfa Sayıları: ss.52-69
- Açık Arşiv Koleksiyonu: AVESİS Açık Erişim Koleksiyonu
- İstanbul Yeni Yüzyıl Üniversitesi Adresli: Evet
Özet
With the developments in digital technologies, experiential marketing has evolved into a more personalized and interactive structure. This study examines the applications of artificial intelligence and reality technologies in the context of digital experiential marketing in Türkiye. The potential of these technologies to provide interaction-based, sensory and personalized product and service experiences is evaluated. Another aim of the research is to reveal in which ways the practices in Türkiye differ from the examples abroad. Within the scope of qualitative research method, in-depth interviews were conducted with 10 senior officials operating in the field of artificial intelligence and reality technologies. The findings reveal that virtual reality applications provide intense emotional experiences, augmented reality offers personalized and interactive content, and artificial intelligence applications strengthen brand-consumer interaction through creative content generation and chatbots.