Akademik Veri Yönetim Sistemi
MODERN MARKETING A Conceptual Approach To The Future, KARADAĞ LEVENT,İNAK ÖZBERK TUĞÇE MERVE, Editör, İdeal Kültür Akademi, İstanbul, ss.239-256, 2025
This book chapter examines modern marketing approaches and contemporary theoretical debates through a capability–legitimacy lens shaped by advances in generative artificial intelligence (GenAI), data governance, platform ecosystems, and sustainability expectations. The chapter synthesizes two intersecting transformations in marketing: a technology-led shift driven by GenAI, first-party data strategies, retail media networks, social commerce, and omnichannel/phygital interfaces; and a relationship and responsibility shift centered on brand communities, creator economies, subscriptions/servitization, platform governance, and ESG communication. Building on this synthesis, the chapter develops two core theoretical debates that currently anchor marketing scholarship and practice: the personalization–privacy calculus and transparency–trust relationship, and algorithmic bias, ethics, and regulation. Drawing on privacy calculus theory and contextual integrity, the analysis explains how disclosure, clarity, and decision-useful transparency shape consumer trust and data-sharing willingness. In parallel, the chapter discusses how learning systems in marketing can reproduce bias and how emerging regulatory regimes (e.g., EU AI Act and Digital Services Act) reshape expectations for accountability, documentation, and AI-generated content disclosure. The chapter further includes an empirical application using a within-subjects experimental design (n = 160) comparing human-written versus AI-generated disclosure labels in advertising. Findings indicate that AI disclosure increases perceived transparency but may reduce persuasiveness, trust, and purchase intention, highlighting a capability–legitimacy tension in AI-assisted marketing communication. Overall, the chapter contributes by integrating technological capability with normative legitimacy and offers implications for scholars, managers, and policymakers navigating AI-enabled marketing ecosystems.