METAVERSE, YAPAY ZEKÂ VE MAKİNE ÖĞRENİMİNİN DİJİTAL PAZARLAMAYA ETKİLERİ: SAĞLIK HİZMETLERİ PERSPEKTİFİNDEN BİR İNCELEME: THE EFFECTS OF METAVERSE, ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING ON DIGITAL MARKETING: A REVIEW FROM A HEALTHCARE PERSPECTIVE

Mustafa KAZAK; Gülşah KAZAK

doi:10.5281/zenodo.14588424

Authors

Mustafa KAZAK Afyonkarahisar Sağlık Bilimleri Üniversitesi https://orcid.org/0000-0002-7593-9050
Gülşah KAZAK Afyonkarahisar Sağlık Bilimleri Üniversitesi https://orcid.org/0000-0002-1972-0820

DOI:

https://doi.org/10.5281/zenodo.14588424

Keywords:

Metaverse, Artificial Intelligence, Machine Learning, Digital Marketing, Healthcare

Abstract

This article analyses the interaction of artificial intelligence (AI), machine learning and metaverse technologies in marketing in the context of digital marketing processes. While advanced artificial intelligence technologies support progress in different fields, machine learning improves decision-making and prediction of future events by extracting meaningful information from large data sets. In this context, the adoption of data-driven approaches in digital marketing strategies gives organisations a competitive advantage. Especially in healthcare, digital marketing has a great impact. The integration of artificial intelligence and the Metaverse enables healthcare organisations to establish more effective and customised communication with their target audiences. Digital marketing in healthcare offers significant opportunities to increase patient satisfaction, provide fast access to accurate information and improve treatment processes. This study emphasises the potential of digital marketing in the healthcare sector and examines how artificial intelligence, machine learning and metaverse factors in marketing processes can be integrated into healthcare services in terms of opportunities.

References

Aydın, S., Nalbant, K.G. ve Coğuplugil, B.B. (2023). Yapay zekâ ve sanal gerçeklik teknolojilerinin dijital pazarlamanın gelişimi üzerine etkileri. Rahva Teknik ve Sosyal Araştırmalar Dergisi, 3(1), 1-10.

Berry, L. L., & Parasuraman, A. (1991). Marketing Services: Competing through Quality. Free Press.

Brown, J. (2023). Personalized healthcare in the Metaverse: Opportunities and challenges. Journal of Virtual Health, 12(1), 75-90. https://doi.org/10.1089/jvh.2023.0034

Brown, J. (2024). Ensuring data security compliance in the Metaverse: Challenges and solutions. Journal of Digital Health, 15(2), 70-85. https://doi.org/10.1089/jdh.2024.0020

Davenport, H., Abhijit, G., & Grewal, D. (2021). How to design an AI marketing strategy. Harvard Business Review.

Fiveable (2024). Artificial ıntelligence and machine learning in marketing. Digital marketing. https://library.fiveable.me/digital-marketing, 16.10.2024.

Garcia, M. (2024). Legal and ethical challenges in Metaverse healthcare marketing. Journal of Health Law and Ethics, 19(3), 85-100. https://doi.org/10.1177/0194003232

Jones, K. (2024). Remote healthcare delivery in the Metaverse: A global perspective. International Journal of Telemedicine, 14(4), 82-95. https://doi.org/10.1016/j.telemed.2024.08.002

Kim, Y. G. (2023). Metaverse and Its Implications for Healthcare Marketing Strategies: A New Frontier. Journal of Healthcare Marketing, 15(2), 123-145.

Kotler, P., Shalowitz, J., & Stevens, R. J. (2008). Strategic marketing for health care organizations: Building a customer-driven health system. Jossey-Bass.

Kurum, B. (2024). Pazarlama İletişimi ve Yapay Zeka: Yeni Fırsatlar ve Stratejiler. https://www.borakurum.com.tr/pazarlama-iletisimi-ve-yapay-zeka-yeni-firsatlar-ve-stratejiler/, 19.11.2024

Lee, L. H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin, Z., ... & Hui, P. (2021). All One Needs to Know about Metaverse: A Complete Survey on Technological Singularities, Virtual Ecosystem, and Research Agenda. arXiv preprint arXiv:2110.05352.

Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy (8th ed.). Pearson.

Meta. (2021). The metaverse and how we’ll build it together: Connect 2021. Meta Platforms. Retrieved from https://about.fb.com/news/2021/10/connect-2021/

Nalbant, K.G., ve Aydın, S. (2024). Geçmişten günümüze geleneksel pazarlamadan dijitalleşen pazarlamaya evrilen süreçte yapay zekâ ve metaverse faktörleri. Pazarlama ve Pazarlama Araştırmaları Dergisi, 17(2), 231-258

Okay, S. (2023). Dijital pazarlamada yapay zekâ ve makine öğrenimi kullanımı. Elektronik Sosyal Bilimler Dergisi, 22(85), 135-142.

Park, S. M., & Kim, Y. G. (2022). A Metaverse: Taxonomy, components, applications, and open challenges. IEEE Access, 10, 4209-4251. https://doi.org/10.1109/ACCESS.2022.3149521

Sarıyıldız, A.Y. (2022). Sağlık hizmetleri pazarlamasında yeni yaklaşımlar. Selçuk Sağlık Dergisi, 3(2), 166 – 179.

Smith, L., & Lee, R. (2024). Regulatory compliance in virtual healthcare environments: A comprehensive review. Journal of Healthcare Regulation, 20(2), 95-110. https://doi.org/10.1016/j.jhr.2024.02.004

Smith, P. R., & Chaffey, D. (2017). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5th ed.). Routledge.

Smith, S., & Wheeler, J. (2020). Managing the Patient Experience: How to Enhance Satisfaction and Retention. Jossey-Bass.

Statista (2024, Ekim) https://www.statista.com/statistics/617136/digital-population-worldwide/, 30.11.2024

Stephenson, N. (1992). Snow crash. Bantam Books.

Sullivan, T. (2018). Digital Transformation and the Healthcare Industry: The Age of Precision Medicine. HIMSS Media.

Sundararajan, A. (2021). The Digital Transformation of Healthcare: Metaverse’s Role in Revolutionizing the Industry. Digital Health Review, 7(1), 89-107.

Thomas, R. K. (2021). Marketing Health Services (4th ed.). Health Administration Press.

Thormundsson, B. (2024). Artificial Intelligence (AI) Market Size Worldwide in 2021 with A Forecast Until 2030. https://www.statista.com/statistics/1365145/artificial-intelligence-marketsize/, 28.10.2024.

THE EFFECTS OF METAVERSE, ARTIFICIAL INTELLIGENCE AND MACHINE LEARNING ON DIGITAL MARKETING: A REVIEW FROM A HEALTHCARE PERSPECTIVE