İbrahim Halil Efendioğlu

This study examines zero, first, second, and third-party data strategies in digital marketing through a systematic literature review (SLR), with a particular focus on the post-cookie era. Guided by the PRISMA 2020 protocol, the study qualitatively synthesizes 25 SSCI-indexed articles selected from the Web of Science Core Collection, covering the period 2021 to May 2025. By structuring the evidence through the Theory, Context, Characteristics, and Methodology (TCCM) framework, the review finds that the deprecation of third-party cookies is not merely a technical disruption. Instead, it represents a strategic shift toward consent-based and relationship-oriented data architectures, where marketing performance is increasingly shaped by legitimacy and governance. Zero-party data (ZPD), intentionally and proactively shared by consumers in exchange for a transparent value trade-off, and first-party data (FPD), behavioral data captured through a brand’s own touchpoints, constitute the operational foundation of privacy-sensitive personalization. Second-party data (SPD), shared through managed partnerships, offers a controlled pathway to scale, whereas third-party data (TPD) sourced from external providers is increasingly characterized as a high-variance and risky resource due to declining transparency and “accuracy erosion.” The literature highlights three dominant adaptation pathways: strengthening internal data infrastructure (CDP/CRM) to unify first-party signals, replacing deterministic tracking with probabilistic and customer-journey-based modeling approaches, and adopting privacy-preserving technologies such as blockchain. Overall, the study positions “personalization without tracking” as an integrated capability challenge spanning analytics, governance, and organizational design. Overall, the study positions “personalization without tracking” as an integrated capability challenge spanning analytics, governance, and organizational design. By addressing the fragmented nature of the current literature identified through the TCCM analysis, this study integrates these findings into the proposed "Marketing Data Re-Architecture Triad," providing a unified strategic roadmap that effectively bridges the theoretical gap in the post-cookie era.

This study examines purchase intention in digital marketplaces by integrating social media marketing (SMM) dimensions with Consumer Style Inventory (CSI) decision-making styles through the SORCIS framework. The results obtained from marketplace buyers in Türkiye were analyzed using structural equation modeling. Interaction, informativeness, personalization, trendiness, and electronic word-of-mouth (eWOM) each show positive and significant effects on purchase intention. Among CSI styles, brand consciousness, fashion or novelty consciousness, and website content consciousness are substantial predictors, whereas other styles are not. Theoretically, the study positions CSI styles as enduring organismic factors within the S–O–R structure, explaining why similar SMM cues yield heterogeneous intentions and clarifying the role of content quality and transparency in interface-parity environments. Managerially, the results highlight the importance of informative content, responsible personalization, and community-based interaction.

This study examines the impact of price consciousness and deal proneness on impulsive buying behavior and the Fear of Missing Out (FoMO) in the context of online clothing shopping, with a particular focus on post-purchase regret. Data were col...

İçindekiler Yapay Zekâ Destekli Tüketici Karar Süreçleri …………………………………………………………………………. 1 Murat BAŞAL Tüketici Verilerinin Ticarileştirilmesi ve Dijital Etik ……………………………………………………………………… 11 İbrahim Halil EFENDİOĞLU Deneyimsel Pazarlamanın Geleceği: Metaverse ve Sanal Gerçeklik …………………………………………… 37 Özge AYKIN Serhat TERZIOĞLU Davut KARAMAN Z Kuşağı ve Alfa Kuşağı ile Değişen Tüketici Dinamikleri……………………………………………………………. 53 Halime Büşra İÇİL Influencer Ekonomisi ve Dijital Toplulukların Tüketici Kararları Üzerindeki Etkisi ……………………….. 67 Nilgün TUZCU Yapay Zeka ile Otomatik İçerik Üretimi ve Marka Anlatısı ………………………………………………….………. 77 Dilek AYDOĞDU Sesli Arama, Chatbotlar ve Konuşmaya Dayalı Pazarlama ………………………………………………………….. 95 Hande Begüm BUMİN DOYDUK Yapay Zekâ Destekli Sağlık Hizmetlerinde Tüketici Deneyiminin Dönüşümü …………………………… 109 Emine FIRAT Gülay TAMER Dijital Çağda Tüketici Davranışı Perspektifinden Elektronik Ağızdan Ağıza İletişim: Bibliyometrik Bir Analiz ………………………………………………………………………………………………………….………………….….… 123 Berna BALCI İZGİ Etik Yapay Zekâ ve Sürdürülebilir Pazarlama Stratejileri …………………………………………………….….…. 137 Sendi ÇAĞLIYOR Tüketici Perspektifinden Yapay Zeka ve Dijital Finans ……………………………………………………….……… 147 Efe GÜNDÜZ Muhammed Esat YILDIZ Heydar RUSTAMOV Yapay Sinir Ağları ve Tüketici Davranışlarının Modellenmesi ………………………………………………….…. 155 Metehan ATAY

In marketing, data privacy encompasses the principles involved in collecting, storing, and sharing customer information, ensuring the protection of such data. This study examines publications related to data privacy and marketing publications within the Web of Science (WoS) database. Consequently, publications that include the terms "marketing" and "data privacy" in their titles, keywords, and abstracts were included in the study. The review identified 277 publications authored by 869 researchers between 2000 and 2024. The countries with the highest publications and citations are the United States, China, and the United Kingdom. Moreover, many interdisciplinary studies indicate that data privacy and marketing are intertwined from technological, social, and ethical perspectives. Furthermore, the wide geographical distribution of these publications highlights the universality of data privacy concerns in marketing from a cultural context. This issue is anticipated to become central in the future, continuing to hold critical importance for researchers and the industry.