Pazarlama iletişiminde hedef kitleyi anlama sürecinin gelişimi: “Türkiye’de hedef kitleyi anlama odaklı güncel uygulamalar üzerine bir inceleme”
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü
Erişim Hakkı
Attribution-NonCommercial-ShareAlike 3.0 United States
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
Özet
Hedef kitle seçimi ve hedef kitleyi anlama birçok şirket için en önemli pazarlama kararlarından biridir. Bununla birlikte bir işletmenin pazarlama karmasını oluşturma, satın alma ve dağıtım kanalları gibi birçok kararı da işletmelerin hedef kitle seçim kararından etkilenmektedir. İşletmeler hedef kitleyi anlamada çeşitli pazarlama uygulamaları/metotları/analizleri kullanmaktadır. Bu bağlamda, sunulan bu tez çalışmasında pazarlama iletişimi alanında faaliyet gösteren ve aktif şekilde kampanyalar yürüten marka ve ajansların, hedef kitleyi anlama odaklı güncel uygulamalarını ve bu uygulamaların son yıllardaki dönüşümünü detaylı bir şekilde incelemek amaçlanmaktadır. Bu amaç doğrultusunda, pazarlama sektöründe 7 yıldan fazla deneyime sahip 12 uzmandan, yarı yapılandırılmış görüşme tekniği kullanılarak veriler toplanmıştır. Yarı yapılandırılmış görüşme tekniği ile toplanan verilerin deşifre ve analizi sonucunda elde edilen bulgularla çalışma kapsamında belirlenen üç ana araştırma sorularının yanıtlanması öngörülmektedir. Analiz sonucunda elde edilen bulgulara göre, hedef kitleyi anlamada dört ana tema ortaya çıkmıştır ve bu temalar kapsamında hedef kitleyi anlama irdelenmiştir. Sonuç olarak, dijitalleşme sonucunda hem pazarlama iletişiminin hem de hedef kitleyi anlama süreçlerinin dijitalleştiği ve gelecekte dijital teknolojilerin gelişimine göre evirileceği tespit edilmiştir.
Audience selection/understanding is one of the most important marketing decisions for many companies. However, many decisions of an enterprise such as creating the marketing mix, purchasing and distribution channels are also affected by the target audience selection decision. Businesses use various marketing practices/methods/analysis to understand their target audience. In this context, in this thesis presented, it is aimed to examine in detail the current practices of brands and agencies operating in the field of marketing communication and actively conducting campaigns in Turkey, focused on understanding the target audience, and the transformation of these practices in recent years. For this purpose, data were collected by semi-structured interview technique with 12 professionals with more than 7 years of experience in the marketing sector. The findings obtained as a result of the content and descriptive analysis of the data collected by the semi-structured interview technique are expected to be answered in the three main research questions determined within the scope of the study. According to the findings obtained as a result of the analysis, four main themes emerged in understanding the target audience and understanding the target audience was examined within the scope of these themes. As a result, it has been determined that as a result of digitalization, both marketing communication and process of understanding the target audience have become digital and will evolve according to the development of digital technologies in the future.
Audience selection/understanding is one of the most important marketing decisions for many companies. However, many decisions of an enterprise such as creating the marketing mix, purchasing and distribution channels are also affected by the target audience selection decision. Businesses use various marketing practices/methods/analysis to understand their target audience. In this context, in this thesis presented, it is aimed to examine in detail the current practices of brands and agencies operating in the field of marketing communication and actively conducting campaigns in Turkey, focused on understanding the target audience, and the transformation of these practices in recent years. For this purpose, data were collected by semi-structured interview technique with 12 professionals with more than 7 years of experience in the marketing sector. The findings obtained as a result of the content and descriptive analysis of the data collected by the semi-structured interview technique are expected to be answered in the three main research questions determined within the scope of the study. According to the findings obtained as a result of the analysis, four main themes emerged in understanding the target audience and understanding the target audience was examined within the scope of these themes. As a result, it has been determined that as a result of digitalization, both marketing communication and process of understanding the target audience have become digital and will evolve according to the development of digital technologies in the future.
Açıklama
Anahtar Kelimeler
Hedef Kitle, Hedef Kitleyi Anlama, Pazarlama İletişimi, Dijitalleşme, Pazarlama Araştırması, Veri, Target Audience, Target Audience Understanding, Marketing Communications, Digitalization, Marketing Research, Data
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Durmaz, B. (2022). Pazarlama iletişiminde hedef kitleyi anlama sürecinin gelişimi: “Türkiye’de hedef kitleyi anlama odaklı güncel uygulamalar üzerine bir inceleme” / Evolution of target audience understanding process in marketing communications: “A review on current applications focused on target audience understanding” (Yayımlanmamış Doktora Tezi). Maltepe Üniversitesi, Lisansüstü Eğitim Enstitüsü, İstanbul.
