Araştırma Makalesi
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Virtual Makeup Applications Within the Scope of Experiential Marketing

Yıl 2023, Cilt: 7 Sayı: 2, 963 - 986, 31.05.2023

Bilge Nur Öztürk Feyza Çavuşoğlu

https://doi.org/10.29023/alanyaakademik.1216949

Öz

The necessity of establishing deep relationships with consumers in terms of today's marketing approaches has made experiential marketing, which can be expressed as positive experiences between consumers and brands, increasingly important. Concepts such as virtual reality and augmented reality, which have entered our lives with the effect of technological developments, have been among the effective tools used within the scope of experiential marketing. In this way, brand-consumer experiences become more fascinating, and it is ensured that the emotional connections of consumers with the brand are deeper and permanent than ever before. In this study, virtual make-up applications belonging to 4 brands in the cosmetics sector were evaluated in terms of experiential marketing, and it was tried to determine how they were experienced and perceived by consumers. First of all, the brands' virtual make-up application categories were compared in terms of product diversity and virtual experience differences. Then, in line with the virtual service offered, consumer experiences, perceptions and impressions were evaluated with focus group interviews. The findings prove a system in which the concepts of beauty and make-up, which are symbols of consumption culture, are produced by re-consumption.

Anahtar Kelimeler

Experiential Marketing Consumption Culture Virtual/Augmented Reality The Beauty Virtual Make-Up Applications

Kaynakça

  • AKSOY, T. (2015). “Deneyim Ekonomisi!”, https://www.marketingturkiye.com.tr/koseyazilari/deneyim-ekonomisi/,19.08.2022.
  • ARNOULD, E. J., & THOMPSON, C. J. (2005). “Consumer Culture Theory (CCT): Twenty Years of Research”. Journal of Consumer Research, 31 (4): 868-882.
  • AZUMA, R. T. (1997). “A Survey of Augmented Reality”. Teleoperatorsand Virtual Environments, 6 (4): 355-385.
  • BAŞAR, B., & HASSAN, A. (2015). “Kültür ve Sanat Faaliyetlerinde Deneyimsel Pazarlamanın Müşteri Sadakatine Etkisinin İncelenmesi”. Gazi Üniversitesi Sosyal Bilimler Dergisi. 2 (4): 77-98.
  • BUSS, D. M., SHACKELFORD, T. K., CHOE, J.C., BUUNK, B.P., & DIJKSTRA, P. (2000). “Distress About Mating Rivals”. Personal Relationship, 7 (3): 235-243.
  • CAUDELL, T. P., & MIZELL, D. W. (1992). “Augmented Reality: An Application of Heads-Up Display Technology to Manual Manufacturing Processes”. Proc. Hawaii Int’l Conf. on Systems Sciences. Kauai: IEEE CS Press. 659-669.
  • CÔTÉ-ARSENAULT, D.C., & MORRISON-BEDDY, D. (2005). “Maintaining Your Focus in Focus Groups: Avoiding Common Mistakes”. Research in Nursing & Health, 28(2): 172-179.
  • CUELLAR, S. S., EYLER, R. C., & FANTI, R. (2015). “Experiential Marketing And Long-Term Sales. Journal of Travel & Tourism Marketing”, 32 (5): 534-553.
  • ÇELEBİ, R. C. (2004). “Türk Toplumunda Kozmetik Tüketici Davranışları”. Online Kozmetoloji Dergisi, 3(1), http://www.dermaneturk.com/okd/sayi312004/basyazi.asp .18.06.2021.
  • DELİGÖZ, K., & ÜNAL, S. (2017). “Deneyimsel Pazarlama Uygulamalarının Marka Tercihi Üzerindeki Etkisini Belirlemeye Yönelik Bir Araştırma (Kahve Dünyası Ve Starbucks Örneği) ” . Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 31 (1): 135-156.
  • DIJKSTRA, P., & BUUNK, B.P. (2001). “Sex Differences in The Jealousy-Evoking Nature of a Rival's Body Build”. Evolution and Human Behavior, 22 (5): 335-341.
  • ERSOY, F. (2016). Fenomenoloji, Saban A. ve Ersoy A. (Ed.), Eğitimde Nitel Araştırma Desenleri, Anı Yayıncılık, Ankara.
  • FERHAT, S. (2016). “Dijital Dünyanın Gerçekliği, Gerçek Dünyanın Sanallığı Bir Dijital Medya Ürünü Olarak Sanal Gerçeklik”. TRT Akademi, 1 (2): 724-746.
  • FLORMAR (2021). “Sanal Makyaj Uygulaması”, https://www.flormar.com.tr/sanal-makyaj/, 16.06.2021
  • GEDİK, Y. (2020). “Pazarlamada Yeni Bir Yaklaşım: Deneyimsel Pazarlama”. International Journal of Entrepreneurship and Management Inquiries”, 4 (7): 204-231.
  • GERAY, H. (2006). Toplumsal Araştırmalarda Nicel ve Nitel Yöntemlere Giriş, Geliştirilmiş 2. Baskı, Ankara, Siyasal Kitabevi.
  • GRAZIANO, W.G., JENSEN-CAMPBELL, L,A., SHEBILSKE, L. J., & LUNDGREN, S. R. (1993). “Social Influence, Sex Differences, And Judgments of Beauty: Putting The Interpersonal Back in Interpersonal Attraction”. Journal of Personality and Social Psychology, 65 (3): 522-531.
  • GREENBAUM, T. L. (1999). Moderating Focus Groups: A Practical Guide For Group Facilitation. Sage Publications.
  • HAMELIN, N., MOKANNEF, A., & GBADAMOSI, A. (2018). “Colour Cosmetics Consumption Among Moroccan Women: Examining The Nexus of Attitudes, Religion, and The media”. International Journal of Consumer Studies, 42 (6): 755-767.
  • HAUMER, F., KOLO, C., & REINERS, S. (2020). “The Impact of Augmented Reality Experiential Marketing on Brand Equity And Buying Intention”. Journal of Brand Strategy, 8 (4): 368-387.
  • HOLBROOK, M. B., & HIRSCHMAN, E. C. (1982). “The Experiental Aspects of Consumption: Consumer Fantasies, Feelings and Fun”. Journal of Consumer Research, 9 (2): 132-140.
  • İPEK, A.R. (2020). “Artırılmış Gerçeklik, Sanal Gerçeklik ve Karma Gerçeklik Kavramlarında İsimlendirme ve Tanımlandırma Sorunları”. Idil, 71 (Temmuz): 1061-1072.
  • JONES A.L, KRAMER, R.S.S., & WARD, R (2014). “Miscalibrations in Judgements of Attractiveness With Cosmetics”. Quarterly Journal of Experimental Psychology, 67 (10): 2060-2068.
  • JONES, A.L., & KRAMER, S.S. (2015). “Facial Cosmetics Have Little Effect on Attractiveness Judgments Compared With Identity”. Perception, 44 (1): 79-86.
  • KAYABAŞI, Y. (2005).“Sanal Gerçeklik ve Eğitim Amaçlı Kullanılması”. The Turkish Online Journal of Educational Technology, 4 (3): 151-158.
  • KOZINETS, R.V. (2001). “Utopian Enterprise: Articulating the Meanings of Star Trek’s Culture of Consumption”. Journal of Consumer Research, 28 (1): 67-88.
  • LOREAL PARIS (2021).“Sanal Makyaj Uygulaması” https://www.lorealparis.com.tr/sanal-dene, 16.06.2021
  • MAC (2021).“Sanal Makyaj Uygulaması” https://www.maccosmetics.com.tr/sanal-makyaj, 16.09.2021
  • MASSEY, O. T. (2011). “A Proposed Model For The Analysis And Interpretation of Focus Groups in Evaluation Research”. Evaluation And Program Planning, 34 (1): 21-28.
  • MATHEW, P. R. (2014). “The Use of Augmented Reality Media- A Case Study on The “Alive” Application by Times of India, 1-7.
  • MAYBELLINE (2021) “Sanal Makyaj Uygulaması”, https://www.maybelline.com.tr/sanal-makyaj, 16.09.2021.
  • MILEVA, V. R., JONES, A. L., RUSSEL, R., & LITTLE, A. C. (2016). “Sex Differences in the Perceived Dominance and Prestige of Women With and Without Cosmetics”. Perception, 0(0): 1-18.
  • MISHRA, S. (2018). “Understanding Consumer Behaviour Towards Toxic Chemical-Free Cosmetics Using Schwartz Values - A Study From India”. International Journal of Indian Culture and Business Management, 17 (2): 185-201
  • MULHERN, R., FIELDMAN, G., HUSSEY, T., LEVEQUE, J.L., & PPINEAU, P. (2003). “Do Cosmetics Enhance Female Caucasian facial attractiveness?”. International Journal of Cosmetic Science, 25 (4): 199-205.
  • PINE, J., & GILMORE, J. (1998). “The Experience Economy”, Cambridge: Harvard Business Review Press. http://mktgsensei.com/AMAE/Customer%20Satisfaction/Expereince%20Marketing/Experience%20Economy%20and%20Marketing.pdf. July-August. 97-105, 24.08.2022.
  • PINE, J., & GILMORE, J. (1999). “The Experience Economy: Work Is Theatre & Every Business A Stage”. Harvard Business School Press, Boston, Massachusetts.
  • PINHAS, L., TONER, B.B., ALI, A., GARFINKEL, P.E., & STUCKLESS, N. (1999). “The Effects of The Ideal of Female Beauty on Mood And Body Satisfaction”, International Journal of Eating Disorders, 25 (2): 223-226.
  • POWELL, R. A., & SINGLE, H. M. (1996). “Focus Groups”. International Journal For Quality In Health Care, 8 (5): 499-504.
  • RATHER, R. A. (2020). “Customer Experience And Engagement In Tourism Destinations: The Experiential Marketing Perspective”. Journal of Travel & Tourism Marketing, 37 (1): 15-32.
  • SCHMITT, B. (1999a). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, And Relate to Your Company And Brands. New York: Free Press.
  • SCHMITT, B. (1999b). Experiential Marketing. Journal of Marketing Management, 15 (1-3): 53-67.
  • SENCER, M., & SENCER, Y. (1978). Toplumsal Araştırmalarda Yöntembilim. Ankara: TODAİ.
  • SKANDALIS, A., BYROM, J., & BANISTER, E. (2019). “Experiential Marketing And The Changing Nature of Extraordinary Experiences In Post-Postmodern Consumer Culture”. Journal of Business Research, 97: 43-50.
  • SMILANSKY, S. (2009). Experiantal Marketing A Practical Guide to Interactive Brand Experiences. Kgan Page Publications.
  • SONG, S., GONZALES‐JIMENEZ, H., & BELK R. W. (2021). “Extending Diderot unities: How Cosmetic Surgery Changes Consumption”. Psychology & Marketing, 38 (5): 745-758.
  • SÖNMEZ, V., & ALACAPINAR, F. G. (2016). Örneklendirilmiş Araştırma Yöntemleri, (Genişletilmiş 4.Baskı), Anı Yayıncılık, Ankara.
  • SUTHERLAND, I. E. (1968). “A Head Mounted Three Dimensional Display”, In Proceedings of The Fall Joint Conference (AFIPS), 33 (1): 757-764.
  • TOBB, Türkiye Odalar ve Borsalar Birliği (2021). Türkiye Kozmetik ve Temizlik Ürünleri Sanayi Meclis Sektör Raporu 2017. https://www.tobb.org.tr/,28.04.2021
  • TSAUR, S. H., CHIU, Y. T., & WANG, C. H. (2007). “The Visitors Behavioral Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo. Journal of Travel & Tourism Marketing, 21 (1): 47-64.
  • TÜRKER, O., (2021). “Eğitimde Artırılmış Gerçeklik Teknolojisi Üzerine Yapılmış Akademik Tezlerin Bibliyografik Yöntemle İncelenmesi”. Abant İzzet Baysal Üniversitesi Eğitim Fakültesi, 21 (1): 21-34.
  • TÜRKİYE CUMHURİYETİ TİCARET BAKANLIĞI (2021). Kozmetik Sektör Broşürü-Mart 2021. https://ticaret.gov.tr, 26.04.2021.
  • WU, P. T., & LEE, C. J. (2016). “Impulse Buying Behaviour In Cosmetics Marketing Activities”. Total Quality Management & Business Excellence, 27 (9-10): 1091-1111.
  • YETİŞ, Ş. A. (2015). “Termal Otel İşletmelerinde Deneyimsel Pazarlama Yaklaşımı”. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, (17) 29: 90-98.
  • YILDIRIM, A., & ŞİMŞEK, H. (2011), Sosyal Bilimlerde Nitel Araştırma Yöntemleri, 8. Basım, Ankara: Seçkin Yayıncılık.
  • YUAN, Y. H., & WU, C.K. (2008). “Relationships Among Experiential Marketing Experiential Value And Customer Satisfaction”. Journal of Hospitality and Tourism Research, 32 (3): 387-389.
  • ZHOU, F., DUH, H. B. L., & BILLINGHURST, M. (2008). Trends In Augmented Reality Tracking, Interaction And Display: A Review of Ten Years of ISMAR. Paper Presented at The 7th Ieee/Acm International Symposium on Mixed And Augmented Reality, Cambridge.

Deneyimsel Pazarlama Kapsamında Sanal Makyaj Uygulamaları

Yıl 2023, Cilt: 7 Sayı: 2, 963 - 986, 31.05.2023

Bilge Nur Öztürk Feyza Çavuşoğlu

https://doi.org/10.29023/alanyaakademik.1216949

Öz

Günümüz pazarlama yaklaşımları açısından tüketicilerle derin ilişkiler kurma gerekliliği, tüketicilerle markaların olumlu deneyimler yaşaması olarak ifade edilebilen deneyimsel pazarlamayı giderek önemli bir hâle getirmiştir. Teknolojik gelişmelerin etkisiyle hayatımıza giren sanal gerçeklik ve artırılmış gerçeklik gibi kavramlar, deneyimsel pazarlama kapsamında kullanılan etkili araçlardan olmuştur. Bu sayede marka-tüketici deneyimleri daha büyüleyici bir hâle gelmekte, tüketicilerin marka ile kurdukları duygusal bağlantıların daha önce hiç olmadığı kadar derin ve kalıcı olması sağlanabilmektedir. Bu çalışmada, kozmetik sektöründeki 4 markaya ait sanal makyaj uygulamaları deneyimsel pazarlama açısından değerlendirilerek, tüketiciler tarafından nasıl deneyimlendiği ve algılandığını tespit edilmeye çalışılmıştır. Öncelikle markaların sanal makyaj uygulamaları kategorileri, ürün çeşitlilikleri, sanal olarak sundukları deneyim farklılıkları açısından karşılaştırılmıştır. Ardından sunulan sanal hizmet doğrultusunda tüketici deneyimleri, algıları ve izlenimleri odak grup görüşmesi ile değerlendirilmiştir. Bulgular birer tüketim kültürü sembolü olan güzellik ve makyaj kavramlarının yeniden tüketilerek üretildiği bir sistemi kanıtlar niteliktedir.

Anahtar Kelimeler

Deneyimsel Pazarlama Tüketim Kültürü Sanal/Artırılmış Gerçeklik Güzellik Sanal Makyaj Uygulamaları

Kaynakça

  • AKSOY, T. (2015). “Deneyim Ekonomisi!”, https://www.marketingturkiye.com.tr/koseyazilari/deneyim-ekonomisi/,19.08.2022.
  • ARNOULD, E. J., & THOMPSON, C. J. (2005). “Consumer Culture Theory (CCT): Twenty Years of Research”. Journal of Consumer Research, 31 (4): 868-882.
  • AZUMA, R. T. (1997). “A Survey of Augmented Reality”. Teleoperatorsand Virtual Environments, 6 (4): 355-385.
  • BAŞAR, B., & HASSAN, A. (2015). “Kültür ve Sanat Faaliyetlerinde Deneyimsel Pazarlamanın Müşteri Sadakatine Etkisinin İncelenmesi”. Gazi Üniversitesi Sosyal Bilimler Dergisi. 2 (4): 77-98.
  • BUSS, D. M., SHACKELFORD, T. K., CHOE, J.C., BUUNK, B.P., & DIJKSTRA, P. (2000). “Distress About Mating Rivals”. Personal Relationship, 7 (3): 235-243.
  • CAUDELL, T. P., & MIZELL, D. W. (1992). “Augmented Reality: An Application of Heads-Up Display Technology to Manual Manufacturing Processes”. Proc. Hawaii Int’l Conf. on Systems Sciences. Kauai: IEEE CS Press. 659-669.
  • CÔTÉ-ARSENAULT, D.C., & MORRISON-BEDDY, D. (2005). “Maintaining Your Focus in Focus Groups: Avoiding Common Mistakes”. Research in Nursing & Health, 28(2): 172-179.
  • CUELLAR, S. S., EYLER, R. C., & FANTI, R. (2015). “Experiential Marketing And Long-Term Sales. Journal of Travel & Tourism Marketing”, 32 (5): 534-553.
  • ÇELEBİ, R. C. (2004). “Türk Toplumunda Kozmetik Tüketici Davranışları”. Online Kozmetoloji Dergisi, 3(1), http://www.dermaneturk.com/okd/sayi312004/basyazi.asp .18.06.2021.
  • DELİGÖZ, K., & ÜNAL, S. (2017). “Deneyimsel Pazarlama Uygulamalarının Marka Tercihi Üzerindeki Etkisini Belirlemeye Yönelik Bir Araştırma (Kahve Dünyası Ve Starbucks Örneği) ” . Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 31 (1): 135-156.
  • DIJKSTRA, P., & BUUNK, B.P. (2001). “Sex Differences in The Jealousy-Evoking Nature of a Rival's Body Build”. Evolution and Human Behavior, 22 (5): 335-341.
  • ERSOY, F. (2016). Fenomenoloji, Saban A. ve Ersoy A. (Ed.), Eğitimde Nitel Araştırma Desenleri, Anı Yayıncılık, Ankara.
  • FERHAT, S. (2016). “Dijital Dünyanın Gerçekliği, Gerçek Dünyanın Sanallığı Bir Dijital Medya Ürünü Olarak Sanal Gerçeklik”. TRT Akademi, 1 (2): 724-746.
  • FLORMAR (2021). “Sanal Makyaj Uygulaması”, https://www.flormar.com.tr/sanal-makyaj/, 16.06.2021
  • GEDİK, Y. (2020). “Pazarlamada Yeni Bir Yaklaşım: Deneyimsel Pazarlama”. International Journal of Entrepreneurship and Management Inquiries”, 4 (7): 204-231.
  • GERAY, H. (2006). Toplumsal Araştırmalarda Nicel ve Nitel Yöntemlere Giriş, Geliştirilmiş 2. Baskı, Ankara, Siyasal Kitabevi.
  • GRAZIANO, W.G., JENSEN-CAMPBELL, L,A., SHEBILSKE, L. J., & LUNDGREN, S. R. (1993). “Social Influence, Sex Differences, And Judgments of Beauty: Putting The Interpersonal Back in Interpersonal Attraction”. Journal of Personality and Social Psychology, 65 (3): 522-531.
  • GREENBAUM, T. L. (1999). Moderating Focus Groups: A Practical Guide For Group Facilitation. Sage Publications.
  • HAMELIN, N., MOKANNEF, A., & GBADAMOSI, A. (2018). “Colour Cosmetics Consumption Among Moroccan Women: Examining The Nexus of Attitudes, Religion, and The media”. International Journal of Consumer Studies, 42 (6): 755-767.
  • HAUMER, F., KOLO, C., & REINERS, S. (2020). “The Impact of Augmented Reality Experiential Marketing on Brand Equity And Buying Intention”. Journal of Brand Strategy, 8 (4): 368-387.
  • HOLBROOK, M. B., & HIRSCHMAN, E. C. (1982). “The Experiental Aspects of Consumption: Consumer Fantasies, Feelings and Fun”. Journal of Consumer Research, 9 (2): 132-140.
  • İPEK, A.R. (2020). “Artırılmış Gerçeklik, Sanal Gerçeklik ve Karma Gerçeklik Kavramlarında İsimlendirme ve Tanımlandırma Sorunları”. Idil, 71 (Temmuz): 1061-1072.
  • JONES A.L, KRAMER, R.S.S., & WARD, R (2014). “Miscalibrations in Judgements of Attractiveness With Cosmetics”. Quarterly Journal of Experimental Psychology, 67 (10): 2060-2068.
  • JONES, A.L., & KRAMER, S.S. (2015). “Facial Cosmetics Have Little Effect on Attractiveness Judgments Compared With Identity”. Perception, 44 (1): 79-86.
  • KAYABAŞI, Y. (2005).“Sanal Gerçeklik ve Eğitim Amaçlı Kullanılması”. The Turkish Online Journal of Educational Technology, 4 (3): 151-158.
  • KOZINETS, R.V. (2001). “Utopian Enterprise: Articulating the Meanings of Star Trek’s Culture of Consumption”. Journal of Consumer Research, 28 (1): 67-88.
  • LOREAL PARIS (2021).“Sanal Makyaj Uygulaması” https://www.lorealparis.com.tr/sanal-dene, 16.06.2021
  • MAC (2021).“Sanal Makyaj Uygulaması” https://www.maccosmetics.com.tr/sanal-makyaj, 16.09.2021
  • MASSEY, O. T. (2011). “A Proposed Model For The Analysis And Interpretation of Focus Groups in Evaluation Research”. Evaluation And Program Planning, 34 (1): 21-28.
  • MATHEW, P. R. (2014). “The Use of Augmented Reality Media- A Case Study on The “Alive” Application by Times of India, 1-7.
  • MAYBELLINE (2021) “Sanal Makyaj Uygulaması”, https://www.maybelline.com.tr/sanal-makyaj, 16.09.2021.
  • MILEVA, V. R., JONES, A. L., RUSSEL, R., & LITTLE, A. C. (2016). “Sex Differences in the Perceived Dominance and Prestige of Women With and Without Cosmetics”. Perception, 0(0): 1-18.
  • MISHRA, S. (2018). “Understanding Consumer Behaviour Towards Toxic Chemical-Free Cosmetics Using Schwartz Values - A Study From India”. International Journal of Indian Culture and Business Management, 17 (2): 185-201
  • MULHERN, R., FIELDMAN, G., HUSSEY, T., LEVEQUE, J.L., & PPINEAU, P. (2003). “Do Cosmetics Enhance Female Caucasian facial attractiveness?”. International Journal of Cosmetic Science, 25 (4): 199-205.
  • PINE, J., & GILMORE, J. (1998). “The Experience Economy”, Cambridge: Harvard Business Review Press. http://mktgsensei.com/AMAE/Customer%20Satisfaction/Expereince%20Marketing/Experience%20Economy%20and%20Marketing.pdf. July-August. 97-105, 24.08.2022.
  • PINE, J., & GILMORE, J. (1999). “The Experience Economy: Work Is Theatre & Every Business A Stage”. Harvard Business School Press, Boston, Massachusetts.
  • PINHAS, L., TONER, B.B., ALI, A., GARFINKEL, P.E., & STUCKLESS, N. (1999). “The Effects of The Ideal of Female Beauty on Mood And Body Satisfaction”, International Journal of Eating Disorders, 25 (2): 223-226.
  • POWELL, R. A., & SINGLE, H. M. (1996). “Focus Groups”. International Journal For Quality In Health Care, 8 (5): 499-504.
  • RATHER, R. A. (2020). “Customer Experience And Engagement In Tourism Destinations: The Experiential Marketing Perspective”. Journal of Travel & Tourism Marketing, 37 (1): 15-32.
  • SCHMITT, B. (1999a). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, And Relate to Your Company And Brands. New York: Free Press.
  • SCHMITT, B. (1999b). Experiential Marketing. Journal of Marketing Management, 15 (1-3): 53-67.
  • SENCER, M., & SENCER, Y. (1978). Toplumsal Araştırmalarda Yöntembilim. Ankara: TODAİ.
  • SKANDALIS, A., BYROM, J., & BANISTER, E. (2019). “Experiential Marketing And The Changing Nature of Extraordinary Experiences In Post-Postmodern Consumer Culture”. Journal of Business Research, 97: 43-50.
  • SMILANSKY, S. (2009). Experiantal Marketing A Practical Guide to Interactive Brand Experiences. Kgan Page Publications.
  • SONG, S., GONZALES‐JIMENEZ, H., & BELK R. W. (2021). “Extending Diderot unities: How Cosmetic Surgery Changes Consumption”. Psychology & Marketing, 38 (5): 745-758.
  • SÖNMEZ, V., & ALACAPINAR, F. G. (2016). Örneklendirilmiş Araştırma Yöntemleri, (Genişletilmiş 4.Baskı), Anı Yayıncılık, Ankara.
  • SUTHERLAND, I. E. (1968). “A Head Mounted Three Dimensional Display”, In Proceedings of The Fall Joint Conference (AFIPS), 33 (1): 757-764.
  • TOBB, Türkiye Odalar ve Borsalar Birliği (2021). Türkiye Kozmetik ve Temizlik Ürünleri Sanayi Meclis Sektör Raporu 2017. https://www.tobb.org.tr/,28.04.2021
  • TSAUR, S. H., CHIU, Y. T., & WANG, C. H. (2007). “The Visitors Behavioral Consequences of Experiential Marketing: An Empirical Study on Taipei Zoo. Journal of Travel & Tourism Marketing, 21 (1): 47-64.
  • TÜRKER, O., (2021). “Eğitimde Artırılmış Gerçeklik Teknolojisi Üzerine Yapılmış Akademik Tezlerin Bibliyografik Yöntemle İncelenmesi”. Abant İzzet Baysal Üniversitesi Eğitim Fakültesi, 21 (1): 21-34.
  • TÜRKİYE CUMHURİYETİ TİCARET BAKANLIĞI (2021). Kozmetik Sektör Broşürü-Mart 2021. https://ticaret.gov.tr, 26.04.2021.
  • WU, P. T., & LEE, C. J. (2016). “Impulse Buying Behaviour In Cosmetics Marketing Activities”. Total Quality Management & Business Excellence, 27 (9-10): 1091-1111.
  • YETİŞ, Ş. A. (2015). “Termal Otel İşletmelerinde Deneyimsel Pazarlama Yaklaşımı”. Karamanoğlu Mehmetbey Üniversitesi Sosyal ve Ekonomik Araştırmalar Dergisi, (17) 29: 90-98.
  • YILDIRIM, A., & ŞİMŞEK, H. (2011), Sosyal Bilimlerde Nitel Araştırma Yöntemleri, 8. Basım, Ankara: Seçkin Yayıncılık.
  • YUAN, Y. H., & WU, C.K. (2008). “Relationships Among Experiential Marketing Experiential Value And Customer Satisfaction”. Journal of Hospitality and Tourism Research, 32 (3): 387-389.
  • ZHOU, F., DUH, H. B. L., & BILLINGHURST, M. (2008). Trends In Augmented Reality Tracking, Interaction And Display: A Review of Ten Years of ISMAR. Paper Presented at The 7th Ieee/Acm International Symposium on Mixed And Augmented Reality, Cambridge.
Toplam 56 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Yöneylem
Bölüm Makaleler
Yazarlar

Bilge Nur Öztürk 0000-0001-9232-3912

Feyza Çavuşoğlu 0000-0002-6916-9838

Yayımlanma Tarihi 31 Mayıs 2023
Kabul Tarihi 6 Nisan 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 7 Sayı: 2

Kaynak Göster

APA Öztürk, B. N., & Çavuşoğlu, F. (2023). Deneyimsel Pazarlama Kapsamında Sanal Makyaj Uygulamaları. Alanya Akademik Bakış, 7(2), 963-986. https://doi.org/10.29023/alanyaakademik.1216949