Abstract:

The aim of this study is to evaluate and comparatively examine the latest developments of empirical consumer behavior research in the field of marketing, covering the period 1960-1979 (traditional marketing) 1980-2006 (digital marketing) 2007-2021 (phygital marketing). Within the scope of the study, empirical studies in the field of traditional, digital and phygital marketing were examined in 5 steps in terms of publication source type, basic characteristics, study subject, theoretical background, research variables. In data analysis, bibliometric analysis was used with VOSviewer program. As a result of the study, it has been determined that different journals for different marketing fields are included in the publication production process, and the number of authors has increased in phygital marketing studies. It was concluded that mixed methods came to the fore, the questionnaire was the most used data collection tool, and SEM analysis started to be used more recently. While brand purchase intention, decision making process, dissatisfaction/satisfaction subjects come to the fore in traditional marketing, online reviews have gained importance on the basis of TAM theory in digital marketing, AR and VR technologies are concentrated in phygital marketing. In terms of research variables, intention, attitude and satisfaction themes came to the fore as motor themes in all periods.

Keywords: