Cudi Kaan OkmeydanIŞIK ÖZKANOkmeydan, Cudi KaanÖzkan, Işık2025-10-222023Adams W. (2015). Conducting semi-structured interviews. J. Wholey H. Hatry & K. Newcomer (Eds). In Handbook of practical program evaluation (pp. 492-505). Jossey-Bass.Alikılıç İ. (2020). R Stüdyo ile çok uluslu medyalar arası gündem belirleme analizi. İksad Yayınevi.Balboni K. (2021). 144 best customer journey map templates and examples user interviews. User Interviews. https://www.userinterviews.com/blog/best-customer-journey-map-templates-examplesBaşkale H. (2016). Nitel araştırmalarda geçerlik güvenirlik ve örneklem büyüklüğünün belirlenmesi. Dokuz Eylül Üniversitesi Hemşirelik Fakültesi Elektronik Dergisi 9(1) 23-28. Retrieved June 02 2022 from https://dergipark.org.tr/tr/download/article-file/753041Breidbach C.F. Brodie R. & Hollebeek L. (2014). Beyond virtuality: From engagement platforms to engagement ecosystems. Managing Service Quality 24(6) 592-611.Canfield D. S. & Basso K. (2017). Integrating satisfaction and cultural background in the costumer journey: A method development and test. Journal of International Consumer Marketing 29(2) 104-117.https://doi.org/10.1080/08961.530.2016.1261647Chougule T.J. Nadkarni S & Patel B. (2020 December 4-6). Optimization of social media comments to improve customer journey using machine learning [Conference presentation]. IEEE Bombay Section Signature Conference (IBSSC) Mumbai India. https://doi.org/10.1109/IBSSC51096.2020.933.2188Coffey A & Atkinson P. (1996). Making sense of qualitative data: Complementary research strategies. Sage Publications Inc. Creswell J. W. (2019). Karma araştırma yöntemlerine giriş. Pagem Akademi.Crosier A & Handford A. (2012). Customer journey mapping as an advocacy tool for disabled people: A case study. Social Marketing Quarterly 18(1) 67-76.Demmers J Weltevreden J.W.J & van Dolen W.M. (2020). Consumer engagement with brand posts on social media in consecutive stages of the customer journey. Internatıonal Journal of Electronic Commerce 24(1) 53-77. https://doi.org/10.1080/10864.415.2019.1683701Erdoğan İ. (2007). Pozitivist metodoloji-Bilimsel araştırma tasarımı istatiksel yöntemler analiz ve yorum (2. bs). Erk Yayınları.Forbus P. (2020). Commentary: The case for a healthier social customer journey. Journal of Marketing 85(1) 93-97.Grewal D. Ahlbom C. P. Noble S. M. Shankar V. Narang U. & Nordfält J. (2022). The impact of in-store inspirational (vs. deal-oriented) communication on spending: The importance of activating consumption goal-completion. Journal of Marketing Research 14 701-716. https://doi. org/10.1177/002.224.37221149508Gusmão L Helito H Anarelli T Conceiçao J.R Ji T & Barros G. (2020 September 28-October 2). A customer journey mapping approach to improve CPFL energia fraud detection predictive models [Conference presentation]. IEEE PES Transmission & Distribution Conference & Exposition Latin America Montevideo Uruguay. https://doi.org/10.1109/TDLA47668.2020.932.6214Güler A. Halıcıoğlu M. B. & Taşğın S. (2013). Sosyal bilimlerde nitel araştırma yöntemleri. Seçkin Yayınları.Hamilton R. Ferraro R. Hawsi K. L & Mukhopadhyay A. (2020). Traveling with companions: The social customer journey. Journal of Marketing 85(1) 68-92. https://doi.org/10.1177/002.224.2920908227Homburg C. & Tischer M. (2023). Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance. Journal of the Academy of Marketing Science (51) 1046-1074. https://doi.org/10.1007/s11747.023.00923-9Honorene J. (2017). Understanding the role of triangulation in research. Educational Evaluation & Research 4(13) 91-95. https://www.srjis.com/assets/Allpdf/149.544.238718.%20HONORENO%20JOHNSON.pdfKazi A. Desai R. Paradhi M. & Khadilkar S. (2022). Augmented reality e-commerce application. International Journal of Creative Research Thoughts 10(4) 100-104. https://ijcrt.org/papers/IJCRTO020020.pdf.Lemon K. N & Verhoef P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing 80(6) 69-96. https://doi.org/10.1509/jm.15.0420Lundin L. & Kindström D. (2023). Digitalizing customer journeys in B2B markets. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2022.113639Luz Martin-Pena M Diaz-Garrido E. & Sanchez-Lopez J.M. (2018). The digitalization and servitization of manufacturing: A review on digital business models. Strategic Change 27(2) 91-99. https://doi. org/10.1002/JSC.2184Marino V. & Lo Presti L. (2018). Engagement satisfaction and customer behavior-based CRM performance: An empirical study of mobile instant messaging. Journal Of Service Theory and Practice 5(28) 682-707. https://doi.org/10.1108/JSTP-11-2017-0222Mattick K. Johnston J. & de la Croix A. (2018). How to write a good research question. Clin Teach 15(2)104- 108. https://doi.org/10.1111/tct.12776Merriam S. B. (2018). Nitel araştırma-desen ve uygulama için bir rehber. (S. Turan trans.). Nobel Yayın Dağıtım. Mottesi C. (2023). What is ChatGPT? An introduction to OpenAI’s conversational AI Model. Invgate. Retrieved 09.09. 2022 from https://blog.invgate.com/what-is-chatgpt.Muret P. (2013). Measurement in a constantly connected world. Harvard Business Review. Retrieved 08.27.2022 from https://hbr.org/2013/06/measurement-in-a-constantly-connected-world.Norton D. W. & Pine B. J. (2013). Using the customerjourney to road test and refine the business model. Strategy & Leadership 41(2) 12-17. https://doi.org/10.1108/108.785.71311318196Onete C. B. Albăstroiu I. & Dina R. (2017). Consumer between web 2.0 and web 3.0. S. Sabah (Ed). Consumer Behavior (pp. 29-43). Intech Open. https://doi.org/10.5772/intechopen.71268Radoičić J. Vujović S. & Vujović T. (2022). The influence of augmented reality on online user experiences. TEME XLVI(3) 733-752. https://doi.org/10.22190/teme210611039rRamos H. (2009). Developing research questions: A guide for social scientists. Canadian Journal of Sociology 34(4) 1145-1147. https://doi.org/10.29173/CJS6675Rose P. Beeby J. & Parker D. (1995). Academic rigour in the lived experience of researchers using phenomenological methods in nursing. Journal of Advanced Nursing 21(6) 1123-1129. https://doi. org/10.1046/j.1365-2648.1995.210.61123.xRosenbaum M. S. Otalora M. L. & Ramirez G. C. (2017). How to create realistic customer journey map. Business Horizons 60(1) 143-150. https://doi.org/10.1016/j.bushor.2016.09.010Rusthollkarhu S. Toukola S. Aarikka-Stenroos L. & Mahlamäki T. (2022). Managing B2B customer journeys in digital era: Four management activities with artificial intelligence-empowered tools. Industrial Marketing Management 104(1) 241-257. https://doi.org/10.1016/j.indmarman.2022.04.014Ryan F. Coughlan M. & Cronin P. (2009). Interviewing in qualitative research: The one to one interview. International Journal of Therapy And Rehabilitation 16(6) 309-314. https://doi.org/10.12968/IJTR.2009.16.6.42433Strauss A. L. (1987). Qualitative analysis for social scientists. Cambridge University Press.Tanveer M. Khan N. & Ahmad A. R. (2021 April 6-7). AI support marketing: Understanding the customer journey towards the business development [Conference presentation]. 1st International Conference on Artificial Intelligence and Data Analytics (CAIDA) Riyadh Saudi Arabia. https://doi.org/10.1109/ CAIDA51941.2021.942.5079Terho H. Mero J. Siutla L. & Jaakkola J. (2022). Digital content marketing in business markets: Activities consequences and contingencies along the customer journey. Industrial Marketing Management 105(7) 294-310. https://doi.org/10.12968/IJTR.2009.16.6.42433Whittle S. & Foster M. (1989). Customer profiling: Getting into your customer’s shoes. Management Decision 27(6) 27-30..https://doi.org/10.1108/002.517.48910132575Yahav I. Schwartz D. G. & Welcman Y. (2019). The journey to engaged customer community: Evidential social CRM maturity model in Twitter. Wiley 36(3) 305-306. https://doi.org/10.1002/asmb.2495Yan Y. Gupta S. Licsandru T.C. & Schoefer K. (2022). Integrating machine learning Yan Y. Gupta S. Licsandru T.C. & Schoefer K. (2022). Integrating machine learning modularity and supply chain integration for Branding 4.0. Industrial Marketing Management 104 136-149. https://doi.org/10.1016/j.indmarman.2022.04.013Yüksel A. N. (2020). Nitel bir araştırma tekniği olarak: Görüşme. International Social Sciences Studies Journal 6(56) 547-552. https://doi.org/10.26449/sssj.2099Zierock B. & Jungblut A. (2023). ChatGPT and content creation automation. Retrieved 09.22. 2022 from https://www.researchgate.net/publication/367559645_ChatGPT_and_content_creation_automation.2630-622010.17829/turcom.1195774https://gcris.yasar.edu.tr/handle/123456789/10506https://search.trdizin.gov.tr/en/yayin/detay/1218370Bu çalışmanın amacı iletişim ajanslarının sosyal müşteri yolculuğu kavramına yönelik bilgi ve tecrübeleri hakkında derinlemesine bilgi edinmektir. Çalışmada fenomenolojik bir araştırma deseninden yola çıkarak Türkiye çapında faaliyet gösteren iletişim ajanslarında çalışan on bir uzman ile yarı yapılandırılmış mülakatlar gerçekleştirilmiş ve oluşturulan temalar betimsel analize tabi tutulmuştur. Ortaya çıkan bulgular, sosyal müşteri yolculuğu planlama sürecinde ajans-marka iş birliğinin son derece önemli olduğunu göstermiştir. Planlama aşamasında ajansların müşteri yolculuğu haritası oluşturarak süreci görselleştirdikleri saptanmıştır. Buna ek olarak planlama aşamasında müşterilerin karşılaşabileceği bütün sorunların önceden tahmin edilerek çözümler üretildiği tespit edilmiştir. Müşterilere daha iyi deneyim sunabilmesi adına çeşitli çevrimiçi takip ve raporlama yazılımlarından destek alınarak onların sosyal medya ve web sitelerindeki hareketlerinin izlenip raporlandığı ortaya çıkmıştır. Ortaya çıkan bir diğer önemli bulgu ise müşterilere daha iyi deneyim sunabilmek ve etkileşimi en üst seviyeye çıkarabilmek adına ajansların ve markaların yapay zekâ destekli otomasyon sistemlerine yatırım yapmalarının zorunluluk haline geldiğidir.İngilizceinfo:eu-repo/semantics/openAccessİletişim-İşletme-Halkla İlişkilerHalkla İlişkilerİşletmeİletişimArticle