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Journals / İmgelem / 2026 / Sayı: Küresel Modern Toplumsal Çelişkiler Özel Sayı

Algorithmic Consumption in Virtual Shopping Malls in the Context of Hyperreality: A Critical Analysis

Hipergerçeklik Bağlamında Sanal AVM’lerde Algoritmik Tüketim: Eleştirel Bir Analiz

Erdem Geçit(İZMİR KATİP ÇELEBİ ÜNİVERSİTESİ)0000-0001-6077-0910
Gonca Doğru(DOKUZ EYLÜL ÜNİVERSİTESİ, BERGAMA MESLEK YÜKSEKOKULU)0000-0001-6464-4014
Journal
İmgelem
Pages
82–107
Publication Date
2026-10-20
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Overall, online shopping centres function as hyperreal consumption spaces creating impressions of choice and personalisation, while option visibility reflects platforms’ algorithmic and commercial priorities.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Digitalisation has extended shopping beyond physical spaces, enabling businesses to algorithmically steer consumer preferences.
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Key Findings & Data:The purposively selected platforms were monitored daily from 1 May to 1 July 2026, and 1,488 banners were analysed using MAXQDA 2026.
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Conclusion & Impact:Overall, online shopping centres function as hyperreal consumption spaces creating impressions of choice and personalisation, while option visibility reflects platforms’ algorithmic and commercial priorities.
🔬Design:Araştırma Makalesi
📍Scope:2026 Verileri
⚙️Variables:Algoritmik Tüketim · Hipergerçeklik · Sanal AVM

Abstract

Digitalisation has extended shopping beyond physical spaces, enabling businesses to algorithmically steer consumer preferences. This study examines how consumption experiences are structured through visual, discursive, and algorithmic tools on Trendyol, Hepsiburada, and Amazon Turkey, focusing on freedom of choice, personalisation, hyperreality, and platform differences. Grounded in Baudrillard’s concepts of consumer society, simulation, and hyperreality, this interpretative-critical qualitative study employs document and critical discourse analysis. The purposively selected platforms were monitored daily from 1 May to 1 July 2026, and 1,488 banners were analysed using MAXQDA 2026. Purchase-oriented guidance dominated all platforms: Amazon Turkey emphasised payment and delivery convenience, Trendyol highlighted discounts and popularity, while Hepsiburada foregrounded instalments, vouchers, and personalised recommendations. Recommendation systems, social proof, and urgency messages were common strategies. Overall, online shopping centres function as hyperreal consumption spaces creating impressions of choice and personalisation, while option visibility reflects platforms’ algorithmic and commercial priorities.

Özet

Dijitalleşme, alışveriş deneyimini fiziksel mekânların dışına taşıyarak işletmelere tüketici tercihlerini algoritmik olarak yönlendirme olanağı sağlamıştır. Bu araştırma, Trendyol, Hepsiburada ve Amazon Türkiye’de tüketim deneyiminin hangi görsel, söylemsel ve algoritmik araçlarla yapılandırıldığını; seçim özgürlüğü, kişiselleştirme ve hipergerçekliğin nasıl üretildiğini ve platformlar arasındaki farklılıkları incelemektedir. Baudrillard’ın tüketim toplumu, simülasyon ve hipergerçeklik kavramlarına dayanan yorumlayıcı-eleştirel nitel araştırmada doküman analizi ve eleştirel söylem analizi kullanılmıştır. Amaçlı örneklemle seçilen platformlar, 1 Mayıs–1 Temmuz 2026 arasında günlük izlenmiş; toplam 1488 banner MAXQDA 2026 ile analiz edilmiştir. Bulgular, satın almaya yönlendirmenin tüm platformlarda baskın olduğunu; Amazon Türkiye’de ödeme ve teslimat kolaylıklarının, Trendyol’da indirim ve popülerliğin, Hepsiburada’da ise taksit, kupon ve kişiselleştirilmiş önerilerin öne çıktığını göstermiştir. Öneri sistemleri, sosyal kanıt ve aciliyet mesajları ortak stratejilerdir. Sonuç olarak sanal AVM’lerin seçim özgürlüğü ve kişiselleştirme izlenimi üreten hipergerçek tüketim mekânları olduğu, seçeneklerin görünürlüğünün platformların algoritmik ve ticari öncelikleri doğrultusunda yapılandırıldığı belirlenmiştir

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Cite This Article

Geçit, E., Doğru, G. (2026). Algorithmic Consumption in Virtual Shopping Malls in the Context of Hyperreality: A Critical Analysis. İmgelem, Sayı: Küresel Modern Toplumsal Çelişkiler Özel Sayı, 82–107. https://doi.org/10.53791/imgelem.1997730

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