SavedAdd your journal

Journals / Econder Uluslararası Akademik Dergi / 2026 / Cilt: 10 Sayı: 1

New Media Logic and the Reconstruction of Consumer Decision Processes in the Age of Artificial Intelligence

Yapay Zekâ Çağında Yeni Medya Mantığı ve Tüketici Karar Süreçlerinin Yeniden Yapılandırılması

Ömer Büyükbaş(KAHRAMANMARAŞ SÜTÇÜ İMAM ÜNİVERSİTESİ)0000-0002-4415-3450
Pages
21–33
Publication Date
2026-06-30
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

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

This contribution is primarily theoretical in nature and paves the way for empirical research across different cultural contexts.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This theoretical paper argues that the convergence of new media logic and artificial intelligence is inextricably restructuring consumer decision-making, which classical cognitive models are ill-equipped to account for.
📊
Key Findings & Data:Based on a synthesis of the literature spanning media logic, platformisation, algorithmic culture and AI in marketing, this paper will revisit the canonical five-stage decision process —need recognition, information search, evaluation of alternatives, purchase and post-purchase— showing how every stage is being transformed through recommendation systems, conversational agents, predictive analytics and datafied feedback loops.
💡
Conclusion & Impact:This contribution is primarily theoretical in nature and paves the way for empirical research across different cultural contexts.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Yeni Medya Mantığı · Algoritmik Aracılık · Tüketici Karar Süreci

Abstract

This theoretical paper argues that the convergence of new media logic and artificial intelligence is inextricably restructuring consumer decision-making, which classical cognitive models are ill-equipped to account for. Based on a synthesis of the literature spanning media logic, platformisation, algorithmic culture and AI in marketing, this paper will revisit the canonical five-stage decision process —need recognition, information search, evaluation of alternatives, purchase and post-purchase— showing how every stage is being transformed through recommendation systems, conversational agents, predictive analytics and datafied feedback loops. The analysis articulates the figure of the algorithmically mediated consumer, marked by distributed agency, recursive temporality and reflexive opacity. The paper does not reject the inherited models but instead reframes them as heuristic devices whose limits become apparent once it is recognised that algorithmic mediation does not merely surround the decision environment but actively constitutes it. This contribution is primarily theoretical in nature and paves the way for empirical research across different cultural contexts.

Özet

Bu teorik çalışma, yeni medya mantığı ile yapay zekânın kesişiminin, tüketici karar alma süreçlerini köklü bir biçimde yeniden yapılandırdığını ve klasik bilişsel modellerin bu dönüşümü açıklamakta yetersiz kaldığını öne sürmektedir. Medya mantığı, platformlaşma, algoritmik kültür ve pazarlamada yapay zekâ literatürünü sentezleyen bu çalşma, ihtiyacın fark edilmesi, bilgi arayışı, alternatiflerin değerlendirilmesi, satın alma ve satın alma sonrası davranıştan oluşan geleneksel beş aşamalı karar sürecini yeniden ele almaktadır. Çalışma, bu sürecin her bir aşamasının tavsiye sistemleri, diyalogsal ajanlar, öngörüsel analitik ve verileştirilmiş geri bildirim döngüleri aracılığıyla nasıl dönüştüğünü ortaya koymaktadır. Yapılan analiz; dağıtık faillik, tekrar eden zamansallık ve belirsizlik ile karakterize edilen algoritmaların aracılık ettiği tüketici figürünü kavramsallaştırmaktadır. Makale, literatürde elealınan modelleri bütünüyle reddetmek yerine, onları birer sezgisel araç olarak yeniden çerçevelendirmektedir. Zira algoritmik yönlendirmenin, karar ortamını sadece dışarıdan çevreleyen bir unsur olmadığını, bizzat bu ortamın kendisini aktif olarak inşa ettiği kavradığında, söz konusu modellerin sınırları da açıkça belirginleşmektedir. Temelinde teorik bir yapıya sahip olan bu katkı, farklı kültürel bağlamlarda yürütülecek ampirik araştırmalara zemin hazırlamaktadır.

🔖

Cite This Article

Büyükbaş, Ö. (2026). New Media Logic and the Reconstruction of Consumer Decision Processes in the Age of Artificial Intelligence. Econder Uluslararası Akademik Dergi, Cilt: 10 Sayı: 1, 21–33. https://doi.org/10.35342/econder.1939880

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (33)

  1. Altheide, D. L., & Snow, R. P. (1979). Media logic. Beverly Hills, CA: Sage.
  2. Andrejevic, M. (2020). Automated media. New York, NY: Routledge.
  3. Aydoğan, F. (Ed.). (2014). Yeni medya kuramcılarından yeni medyaya bakmak. İstanbul: Alfa Yayınları.
  4. Beer, D. (2017). The social power of algorithms. Information, Communication & Society, 20(1), 1–13. https://doi.org/10.1080/1369118X.2016.1216147.
  5. Belk, R. W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(3), 477–500. https://doi.org/10.1086/671052.
  6. Binark, M. (Ed.). (2007). Yeni medya çalışmaları. Ankara: Dipnot Yayınları.
  7. Bucher, T. (2018). If…then: Algorithmic power and politics. New York, NY: Oxford University Press.
  8. Castells, M. (2009). Communication power. Oxford: Oxford University Press.
  9. Cheney-Lippold, J. (2017). We are data: Algorithms and the making of our digital selves. New York, NY: New York University Press.
  10. Couldry, N., & Hepp, A. (2017). The mediated construction of reality. Cambridge: Polity Press.
  11. Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
  12. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior (8th ed.). Fort Worth, TX: Dryden Press.
  13. Gillespie, T. (2014). The relevance of algorithms. In T. Gillespie, P. J. Boczkowski, & K. A. Foot (Eds.), Media technologies: Essays on communication, materiality, and society (pp. 167–194). Cambridge, MA: MIT Press.
  14. Helmond, A. (2015). The platformization of the web: Making web data platform ready. Social Media + Society, 1(2), 1–11. https://doi.org/10.1177/2056305115603080.
  15. Hepp, A. (2020). Deep mediatization. London: Routledge.
  16. Hermann, E. (2022). Leveraging artificial intelligence in marketing for social good: An ethical perspective. Journal of Business Ethics, 179(1), 43–61. https://doi.org/10.1007/s10551-021-04843-y.
  17. Hoffman, D. L., & Novak, T. P. (2018). Consumer and object experience in the internet of things: An assemblage theory approach. Journal of Consumer Research, 44(6), 1178–1204. https://doi.org/10.1093/jcr/ucx105.
  18. Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York, NY: Wiley.
  19. Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9.
  20. Jenkins, H. (2006). Convergence culture: Where old and new media collide. New York, NY: New York University Press.
  21. Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who's the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25. https://doi.org/10.1016/j.bushor.2018.08.004.
  22. Klinger, U., & Svensson, J. (2015). The emergence of network media logic in political communication: A theoretical approach. New Media & Society, 17(8), 1241–1257. https://doi.org/10.1177/1461444814522952.
  23. Lury, C. (2004). Brands: The logos of the global economy. London: Routledge.
  24. Manovich, L. (2001). The language of new media. Cambridge, MA: MIT Press., İ. (2017). Pazarlama ilkeleri (20. baskı). İstanbul: Türkmen Kitabevi.
  25. Odabaşı, Y., & Barış, G. (2002). Tüketici davranışı. İstanbul: MediaCat Kitapları.
  26. Pariser, E. (2011). The filter bubble: What the internet is hiding from you. New York, NY: Penguin Press.
  27. Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and artificial intelligence: An experiential perspective. Journal of Marketing, 85(1), 131–151. https://doi.org/10.1177/0022242920953847.
  28. Solomon, M. R. (2017). Consumer behavior: Buying, having, and being (12th ed.). Boston, MA: Pearson.
  29. Striphas, T. (2015). Algorithmic culture. European Journal of Cultural Studies, 18(4–5), 395–412. https://doi.org/10.1177/1367549415577392.
  30. Törenli, N. (2005). Yeni medya, yeni iletişim ortamı: Bilgi ekonomisinde enformasyon toplumu üzerine bir değerlendirme. Ankara: Bilim ve Sanat Yayınları.
  31. van Dijck, J. (2013). The culture of connectivity: A critical history of social media. New York, NY: Oxford University Press.
  32. van Dijck, J., Poell, T., & de Waal, M. (2018). The platform society: Public values in a connective world. New York, NY: Oxford University Press.
  33. Zuboff, S. (2019). The age of surveillance capitalism: The fight for a human future at the new frontier of power. New York, NY: PublicAffairs.