Pazarlamada Gerçeklik Teknolojileri İle İlgili Çalışmaların Bibliyometrik Analizi

Caner Öniz; Şükran Karaca

doi:10.59372/turajas.1758569

EN TR

Öz

Bibliometric Analysis of Studies Related to Reality Technologies in Marketing

Abstract

The accelerating pace of technological advancements in recent years has brought about structural and strategic transformations within the field of marketing. Particularly under the influence of digitalization, consumer expectations have shifted toward more interactive, personalized, and experience-oriented practices. In this context, the concept of Extended Reality (XR) has emerged as a comprehensive term in the literature, encompassing Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) technologies. This study presents a bibliometric analysis aiming to explore the integration of reality technologies into marketing literature. The analysis covers publications indexed in the Web of Science (WOS) database between 2016 and 2025, filtered by the keyword “marketing” and the terms “virtual reality,” “augmented reality,” “mixed reality,” and “extended reality.” Only articles categorized under the business field—including journal articles, research articles, and early access publications—were included in the analysis, while book chapters and conference proceedings were excluded. The findings highlight the transformative potential of augmented, virtual, and mixed reality technologies in shaping marketing strategies and practices. The analysis offers valuable insights for both academics and practitioners seeking to utilize these technologies effectively. Ultimately, this study aims to support stakeholders by enabling a better understanding of the leading authors, countries, institutions, and emerging trends that stand out in terms of citation and publication networks. Moreover, it serves as a preliminary reference for researchers planning to conduct further studies in this field.

Keywords

Pazarlamada Gerçeklik Teknolojileri İle İlgili Çalışmaların Bibliyometrik Analizi

Öz

Günümüzde teknolojik gelişmelerin ivme kazanması, pazarlama disiplininde de yapısal ve stratejik dönüşümleri beraberinde getirmiştir. Özellikle dijitalleşmenin etkisiyle, tüketici beklentileri daha etkileşimli, kişiselleştirilmiş ve deneyim merkezli uygulamalara yönelmiştir. Bu dönüşüm bağlamında öne çıkan genişletilmiş gerçeklik (extended reality – XR) kavramı, sanal gerçeklik (VR), artırılmış gerçeklik (AR) ve karma gerçeklik (MR) teknolojilerini kapsayan bütüncül bir üst kavram olarak literatürde yerini almıştır. Bu çalışma, gerçeklik teknolojilerinin pazarlama literatüründeki yerini ortaya koymak amacıyla bir bibliyometrik analiz sunmaktadır. Araştırma kapsamında, 2016-2025 yılları arasında Web of Science (WOS) veri tabanında "marketing" başlığıyla taranan ve “virtual reality”, “augmented reality”, “mixed reality” ve “extended reality” anahtar kelimelerini içeren yayınlar analiz edilmiştir. Yalnızca işletme alanına ait makaleler, araştırma makaleleri ve erken erişimdeki çalışmalar değerlendirmeye alınmış; kitap bölümleri ve konferans bildirileri ise analiz dışı bırakılmıştır. Elde edilen bulgular, artırılmış gerçeklik, sanal gerçeklik ve karma gerçeklik teknolojilerinin pazarlama stratejileri ve uygulamaları üzerindeki dönüştürücü etkisini gözler önüne sermektedir. Gerçekleştirilen analiz, söz konusu teknolojilerden yararlanmak isteyen akademisyenler ve uygulayıcılar için önemli içgörüler sunmaktadır. Sonuç olarak, bu çalışma; araştırmacıların atıf ve yayın ağlarında öne çıkan yazarları, ülkeleri, kurumları ve yeni eğilimleri tanıyarak pazarlama stratejilerinde gerçeklik teknolojilerini daha etkili kullanabilmelerine katkı sağlamayı amaçlamaktadır. Ayrıca, ilgili alanda çalışma yapmayı planlayan araştırmacılar için yol gösterici bir ön analiz niteliği taşımaktadır.

Anahtar Kelimeler

Kaynakça

Alajmi, Q., Al-Sharafi, M. A., & Abuali, A. (2020). Smart learning gateways for Omani HEIs towards educational technology: Benefits, challenges and solutions. International Journal of Information Technology and Language Studies, 4(1), 12–17.
Ambika, A., Shin, H., & Jain, V. (2025). Immersive technologies and consumer behavior: A systematic review of two decades of research. Australian Journal of Management, 50(1), 55–79.
Arghashi, V., & Yuksel, C. A. (2022). Interactivity, inspiration, and perceived usefulness! How retailers’ AR-apps improve consumer engagement through flow. Journal of Retailing and Consumer Services, 64, 102756.
Barnes, S. (2016). Understanding virtual reality in marketing: Nature, implications and potential. SSRN. https://doi.org/10.2139/ssrn.2909100
Barrera, K. G., & Shah, D. (2023). Marketing in the metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420.
Biercewicza, K. (2024). Using mixed reality for green marketing strategies: Bibliometric analysis. Procedia Computer Science, 246, 5488–5497.
Breidbach, C. F., Brodie, R., & Hollebeek, L. (2014). Beyond virtuality: From engagement platforms to engagement ecosystems. Managing Service Quality, 24(6), 592–611.
Chen, H., Li, H., & Pırkkalainen, H. (2024). How extended reality influences e-commerce consumers: A literature review. Electronic Commerce Research and Applications, 65, 101404. https://doi.org/10.1016/j.elerap.2024.101404

Choi, H., & Lee, H. (2024). Literature review of extended reality research in consumer experience: Insight from semantic network analysis and topic modeling. Asia Marketing Journal, 26(1). https://doi.org/10.53728/2765-6500.1627
Crogman, H. T., Cano, V. D., Pacheco, E., Sonawane, R. B., & Boroon, R. (2025). Virtual reality, augmented reality, and mixed reality in experiential learning: Transforming educational paradigms. Education Sciences, 15(3), 303. https://doi.org/10.3390/educsci15030303
Darshan, S., Sangeetha, P., & Raghu, R. (2023, January 19–20). Applications of AR and VR in marketing: A case study perspective. International Conference on New Age Marketing: Catalyzing Transformation Through Innovation, Technology, Analytics & Sustainability.
Dastane, O., Aggarwal, S., Jha, S., & Aw, E. C.-X. (2025). Customer service experience in extended reality: A multi-method literature review. Journal of Services Marketing, 39(5), 569–582. https://doi.org/10.1108/JSM-09-2024-0495
De Regt, A., Plangger, K., & Barnes, S. J. (2021). Virtual reality marketing and customer advocacy: Transforming experiences from storytelling to story-doing. Journal of Business Research, 136, 513–522.
De Ruyter, K., Heller, J., Hilken, T., Chylinski, M., Keeling, D. I., & Mahr, D. (2020). Seeing with the customer’s eye: Exploring the challenges and opportunities of AR advertising. Journal of Advertising, 49(2), 109–124.
Dirik, D., Eryılmaz, İ., & Erhan, T. (2023). Post-truth kavramı üzerine yapılan çalışmaların vosviewer ile bibliyometrik analizi. Sosyal Mucit Academic Review, 4(2), 164-188.
Drossis, G., & Stephanidis, C. (2018). Enriching mixed reality systems with mobile applications. In C. Stephanidis (Ed.), HCI International 2018 – Posters' Extended Abstracts. Communications in Computer and Information Science (Vol. 851). Springer. https://doi.org/10.1007/978-3-319-92279-9_32
Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., ... & Wamba, S. F. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542.
Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., ... & Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750–776.
Egieya, Z. E., Ewuga, S. K., Adegbite, A. O., & Oke, T. T. (2023). The role of virtual and augmented reality in modern marketing: A critical review. Computer Science & IT Research Journal, 4(3), 244–272. https://doi.org/10.51594/csitrj.v4i3.660
Hilken, T., Chylinski, M., Keeling, D. I., Heller, J., de Ruyter, K., & Mahr, D. (2022). How to strategically choose or combine augmented and virtual reality for improved online experiential retailing. Psychology & Marketing, 39(3), 495–507.
Hilken, T., Keeling, D. I., Chylinski, M., De Ruyter, K., Golf Papez, M., Heller, J., ... & Alimamy, S. (2022). Disrupting marketing realities: A research agenda for investigating the psychological mechanisms of next‐generation experiences with reality‐enhancing technologies. Psychology & Marketing, 39(8), 1660–1671.
Hoyer, W. D., Kroschke, M., Schmitt, B., Kraume, K., & Shankar, V. (2020). Transforming the customer experience through new technologies. Journal of Interactive Marketing, 51(1), 57–71.
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34, 22–45.
Khan, S. (2023). Extended reality: Bringing the 3Rs together. In Extended Reality for Healthcare Systems: Recent Advances in Contemporary Research (pp. 1–13).
Khanal, K. (2024). Leveraging virtual reality (VR) and augmented reality (AR) for enhanced tourism and event marketing: A data-driven approach. In Marketing and Big Data Analytics in Tourism and Events (pp. 99–113).
Kowalczuk, P., Siepmann, C., & Adler, J. (2021). Cognitive, affective, and behavioral consumer responses to augmented reality in e-commerce: A comparative study. Journal of Business Research, 124, 357–373.
Kumar, H. (2022). Augmented reality in online retailing: A systematic review and research agenda. International Journal of Retail & Distribution Management, 50(4), 537–559.
Kumar, V., Dixit, A., Javalgi, R. R. G., & Dass, M. (2016). Research framework, strategies, and applications of intelligent agent technologies (IATs) in marketing. Journal of the Academy of Marketing Science, 44(1), 24–45.
Lee, H., Xu, Y., & Porterfield, A. (2020). Consumers’ adoption of AR-based virtual fitting rooms: From the perspective of theory of interactive media effects. Journal of Fashion Marketing and Management, 25(1), 45–62. Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642–656.
Mordor İntelligence (2025). Extended Reality (XR) Market Size & Share Analysis- Growth Trends & Forecasts (2025-2030). Erişim Adresi https://www.mordorintelligence.com/industry-reports/extended-reality-xr-market. Erişim Tarihi: 17.10.2025
Ostrom, A. L., Parasuraman, A., Bowen, D. E., Patrício, L., & Voss, C. A. (2015). Service research priorities in a rapidly changing context. Journal of Service Research, 18(2), 127–159.
Ozturkcan, S. (2021). Service innovation: Using augmented reality in the IKEA place app. Journal of Information Technology Teaching Cases, 11(1), 8–13.
Öztürk, E. S. (2025). Genişletilmiş gerçekliğin (XR) günümüz reklamcılığı ve tüketicileri üzerindeki etkisi: Yıkıcı bir pazarlama stratejisi olarak XR reklamcılığı ve reklam psikolojisi üzerinden tüketiciler üzerindeki etkileri üzerine bir araştırma. 4. BOYUT Medya ve Kültürel Çalışmalar Dergisi, 0(26), 107–123. https://doi.org/10.26650/4boyut.2025.1645104
Patrício, L., Fisk, R. P., Falcão E Cunha, J., & Constantine, L. (2011). Multilevel service design: From customer value constellation to service experience blueprinting. Journal of Service Research, 14(2), 180–200.
Rana, J., Gaur, L., Singh, G., Awan, U., & Rasheed, M. I. (2022). Reinforcing customer journey through artificial intelligence: A review and research agenda. International Journal of Emerging Markets, 17(7), 1738–1758.
Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140–1150.
Rauschnabel, P. A., Felix, R., & Hinsch, C. (2019). Augmented reality marketing: How mobile AR-apps can improve brands through inspiration. Journal of Retailing and Consumer Services, 49, 43–53.
Rawson, A., Duncan, E., & Jones, C. (2013). The truth about customer experience. Harvard Business Review, 91(9), 90–98.
Shahab, M. H., Ghazali, E., & Mohtar, M. (2021). The role of elaboration likelihood model in consumer behaviour research and its extension to new technologies: A review and future research agenda. International Journal of Consumer Studies, 45(4), 664–689.
Silva, E. S., & Bonetti, F. (2021). Digital humans in fashion: Will consumers interact? Journal of Retailing and Consumer Services, 60, 102430.
Tan, G. W.-H., et al. (2023). Metaverse in marketing and logistics: The state of the art and the path forward. Asia Pacific Journal of Marketing and Logistics, 35(12), 2932–2946.
Tan, Y. C., Chandukala, S. R., & Reddy, S. K. (2022). Augmented reality in retail and its impact on sales. Journal of Marketing, 86(1), 48–66.
Wagner, R., & Cozmiuc, D. (2022). Extended reality in marketing—A multiple case study on internet of things platforms. Information, 13(6), 278. https://doi.org/10.3390/info13060278
Wedel, M., Bigné, E., & Zhang, J. (2020). Virtual and augmented reality: Advancing research in consumer marketing. International Journal of Research in Marketing, 37(3), 443–465.
Yim, M. Y. C., Chu, S. C., & Sauer, P. L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39(1), 89–103.

Ayrıntılar

Birincil Dil

Türkçe

Konular

Dijital Pazarlama

Bölüm

Bibliyografi

Yazarlar

Caner Öniz ^*
0000-0001-7061-1518
Türkiye

Şükran Karaca
0000-0002-0268-1810
Türkiye

Yayımlanma Tarihi

3 Ocak 2026

Gönderilme Tarihi

5 Ağustos 2025

Kabul Tarihi

2 Kasım 2025

Yayımlandığı Sayı

Yıl 1970 Cilt: 8 Sayı: 2

DOI

https://doi.org/10.59372/turajas.1758569

IZ

https://izlik.org/JA53JK63WU

Kaynak Göster

RIS / Bibtex

APA

Öniz, C., & Karaca, Ş. (2026). Pazarlamada Gerçeklik Teknolojileri İle İlgili Çalışmaların Bibliyometrik Analizi. Turkish Research Journal of Academic Social Science, 8(2), 200-212. https://doi.org/10.59372/turajas.1758569