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SANAT PAZARLAMA TEKNİKLERİ VE DİJİTAL DÖNÜŞÜM İLE SANAT PAZARLAMASININ GELİŞİMİ

Year 2024, Volume: 14 Issue: 2, 463 - 478, 01.04.2024

Sevgi Aydın

https://doi.org/10.7456/tojdac.1413518

Abstract

Sanat pazarlama alanı şu anda maksimum potansiyeline doğru aktif bir gelişim sürecinden geçiyor. Bu çalışmanın amacı sanat pazarlaması, sanat pazarlamasının özellikleri, sanat pazarlaması metodolojileri, sanat pazarlamasının önemi, sanat pazarlaması stratejileri, dijital sanat ve sanat pazarlaması arasındaki ilişki ve sanat pazarlamasında dijital dönüşümün etkisi gibi çeşitli konuları incelemektir. Bu çalışmanın temel amacı literatürdeki mevcut eksikliği gidermek ve yazarları bu konuda araştırma yapmaya teşvik etmektir. Sanat pazarlaması ve dijital sanat üzerine çok az araştırma olmasına rağmen bu çalışmanın temel amacı bu bilgi boşluğunu doldurmaktır. Araştırmanın bu kısmı önemli ölçüde vurgulanmaktadır. Dijital sanatın ve dijital sanat pazarlamasının ilerlemesi için hayati önem taşıyan sanal gerçeklik, artırılmış gerçeklik, yapay zekâ ve metaverse gibi teknolojilere sanat pazarlamasında öncelik verilmesi önerildi. Bu sonuç, bu teknolojilerin sanat pazarlaması alanında önem taşıdığının belirlenmesinden türetilmiştir.

Keywords

Sanat Pazarlaması Dijital Sanat Dijital Pazarlama Metaverse Nitelikli Fikri Tapu

References

  • Aglargoz, F. & Ozturk, S. A. (2015). Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği. xxxx
  • Akoren, A. N. (2015). Interaction Of Outdoor Advertising Improved By Innovative Methods With Digital Art. Procedia-Social and Behavioral Sciences, 195, 799-805.
  • Alagoz, S. B., & Ekici, N. (2016). Tartışmalı Bir Konu Olarak Sanat Pazarlama: Kavramsal Bir Değerlendirme. Kahramanmaraş Sütçü İmam Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 6(2), 189-202.
  • Argan, M. (2007). Eğlence Pazarlaması. Detay Yayıncılık.
  • Aris, S., Aeini, B. & Nosrati, S. (2023). A Digital Aesthetics? Artificial Intelligence And The Future Of The Art. Journal of Cyberspace Studies, 7(2), 204-216.
  • Aydin, S. & Nalbant, K. G. (2023). The Significance Of Artificial Intelligence In The Realms Of Marketing, Advertising, And Branding Inside The Metaverse. Joeep: Journal of Emerging Economies and Policy, 8(2), 301-316.
  • Aydin, S., Nalbant, K. G. & Altuntas, C. (2023). Dijital Dönüşümde Yapay Zeka Ve Avrupa Yeşil Mutabakatı Sürecinde Sürdürülebilir Yeşil Pazarlama Stratejileri. İmgelem, 7(13), 467-492.
  • Bayoude, K., Ouassit, Y., Ardchir, S. & Azouazi, M. (2018). How Machine Learning Potentials Are Transforming The Practice Of Digital Marketing: State Of The Art. Periodicals of Engineering and Natural Sciences, 6(2), 373-379.
  • Belk, R., Humayun, M. & Brouard, M. (2022). Money, Possessions, And Ownership In The Metaverse: Nfts, Cryptocurrencies, Web3 And Wild Markets. Journal of Business Research, 153, 198-205.
  • Betes, F. (2016). Günümüz Sanat Piyasası İçerisinde Pazarlama Ve Tanıtım Faaliyetlerinin Önemi. Medeniyet Sanat Dergisi, 2(1).
  • Boorsma, M. (2006). A Strategic Logic For Arts Marketing: Integrating Customer Value And Artistic Objectives. International Journal of Cultural Policy, 12(1), 73-92.
  • Boorsma, M. & Chiaravalloti, F. (2010). Arts Marketing Performance: An Artistic-Mission-Led Approach To Evaluation. The Journal of Arts Management, Law, and Society, 40(4), 297-317.
  • Bradshaw, A. (2010). Before Method: Axiomatic Review Of Arts Marketing. International Journal of Culture. Tourism and Hospitality Research, 4(1), 8-19.
  • Brown, R. E. (2004). The Propagation Of Awe: Public Relations, Art And Belief In Reformation Europe. Public Relations Review, 30(4), 381-389.
  • Brown, A. S. & Novak, J. L. (2008). Assessing The Intrinsic Impacts Of A Live Performance. XXX
  • Bsteh, S. & Vermeylen, F. (2021). From Painting to Pixel: Understanding NFT Artworks. Rotterdam: Universidad Erasmo. Disponible en formato digital aquí.
  • Chambers, D. & Baines, D. (2015). A Gift To The Community? Public Relations, Public Art And The News Media. European Journal of Cultural Studies, 18(6), 639-655.
  • Cho, H. D., Hwang, J. K. & Lee, S. Y. (2011). A Study On The Aesthetic Art Marketing Communication Of Luxury Brand Using Storytelling. Journal of Distribution Science, 9(3), 73-82.
  • Cildir, C. & Fettahlioglu, H. S. (2019). Sanat ve Pazarlama İlişkisi. Kahramanmaraş Sütçü İmam Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(2), 47-61.
  • Colbert, F. (2014). The Arts Sector: A Marketing Definition. Psychology & Marketing, 31(8), 563-565.
  • Colbert, F. & St‐James, Y. (2014). Research In Arts Marketing: Evolution And Future Directions. Psychology & Marketing, 31(8), 566-575.
  • David, G., Oosterlinck, K. & Szafarz, A. (2013). Art Market Inefficiency. Economics Letters, 121(1), 23-25.
  • de Seta, G. (2023). QR Code: The Global Making Of An Infrastructural Gateway. Global Media and China, 8(3), 362-380.
  • de Sousa, F. M. (2022). Token-Art System And The New International Art Market: The Impacts Of NFT Technology And The Legal Aspects Involved. Journal of Law, Market & Innovation, 1(1), 97-115.
  • Dickman, S. (2009). Arts Marketing: The Pocket Guide. XXX
  • Dou, D. (2018). The Application Of QR Code In Improving Participants' Acceptance For Art Works. In 3rd International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2018) (pp. 691-693). Atlantis Press.
  • Dressler, V. A. & Kan, K. H. (2018). Mediating Museum Display And Technology: A Case Study Of An International Exhibition Incorporating QR Codes. Journal Of Museum Education, 43(2), 159-170.
  • Erdogan, M. (2015). Küresel Çağda Çağdaş Sanat Ve Küresel Sanat Pazarı. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 15(1).
  • Estes, Z., Brotto, L. & Busacca, B. (2018). The Value Of Art In Marketing: An Emotion-Based Model Of How Artworks In Ads Improve Product Evaluations. Journal of Business Research, 85, 396-405.
  • Fillis, I. (2011). The Evolution And Development Of Arts Marketing Research. Arts Marketing: An International Journal, 1(1), 11-25.
  • Fischer, A. (2022). Architecture As Art In Metaverse. Executive Master in Art Market Studies, University of Zurich.
  • Geissler, G. L., Rucks, C. T. & Edison, S. W. (2006). Understanding The Role Of Service Convenience In Art Museum Marketing: An Exploratory Study. Journal of Hospitality & Leisure Marketing, 14(4), 69-87.
  • Gursen, A. E. (2020). Art Marketing As An Emerging Area In An Emerging Market. Arts and the Market, 10(1), 34-52.
  • Hausmann, A. & Poellmann, L. (2013). Using Social Media For Arts Marketing: Theoretical Analysis And Empirical Insights For Performing Arts Organizations. International Review on Public and Nonprofit Marketing, 10, 143-161.
  • Horky, F., Rachel, C. & Fidrmuc, J. (2022). Price Determinants Of Non-Fungible Tokens In The Digital Art Market. Finance Research Letters, 48, 103007.
  • Hwang, S. & Koo, G. (2023). Art Marketing In The Metaverse World: Evidence From South Korea. Cogent Social Sciences, 9(1), 2175429.
  • Izmir, O. (2017). Sanat Pazarlaması Kavramı, Kapsamı ve Boyutları. Global Journal of Economics and Business Studies, 6(11), 31-42.
  • Karabacak, Z. İ. (2013). Reklam ve Sanat İlişkisi. Karadeniz Teknik Üniversitesi İletişim Araştırmaları Dergisi, 3(1), 64-76.
  • Keeney, K. P. (2018). Public Higher Education Institutions' Investment in Performing Arts Centers. The Journal of Arts Management, Law, and Society, 48(1), 44-56.
  • Kerrigan, F., O'Reilly, D. & vom Lehn, D. (2009). Producing And Consuming Arts: A Marketing Perspective. Consumption Markets & Culture, 12(3), 203- 207.
  • Lee, J. W. & Lee, S. H. (2017). “Marketing From The Art World”: A Critical Review Of American Research In Arts Marketing. The Journal of Arts Management, Law, and Society, 47(1), 17-33.
  • Lehman, K. & Wickham, M. (2014). Marketing Orientation And Activities In The Arts-Marketing Context: Introducing A Visual Artists’ Marketing Trajectory Model. Journal of Marketing Management, 30(7-8), 664-696.
  • Lemel, R. (2010). Social Networking Tools For Marketing Fine Art. In Allied Academies International Conference. Academy of Marketing Studies. Proceedings (Vol. 15, No. 2, pp. 31). Jordan Whitney Enterprises, Inc.
  • Louvre (2019, 23 October). Mona Lisa Beyond The Glass: The Louvre's First Virtual Reality Experience, https://www.louvre.fr/en/what-s-on/life-at-the-museum/mona-lisa-beyond-the-glass-the-louvre-s-first-virtual-reality-experience.
  • McDonald, H. & Harrison, P. (2002). The Marketing And Public Relations Practices Of Australian Performing Arts Presenters. International Journal of Nonprofit and Voluntary Sector Marketing, 7(2), 105-117.
  • Meyer, J. A. & Even, R. (1998). Marketing And The Fine Arts – Inventory Of A Controversial Relationship. Journal of Cultural Economics, 22, 271–283.
  • Nadini, M., Alessandretti, L., Di Giacinto, F., Martino, M., Aiello, L. M. & Baronchelli, A. (2021). Mapping The NFT Revolution: Market Trends, Trade Networks, And Visual Features. Scientific Reports, 11(1), 20902.
  • Nalbant, K. G. & Uyanik, S. (2021). Computer Vision In The Metaverse. Journal of Metaverse, 1(1), 9-12.
  • Nalbant, K. G. & Aydin, S. (2023). Development And Transformation In Digital Marketing And Branding With Artificial Intelligence And Digital Technologies Dynamics In The Metaverse Universe. Journal Of Metaverse, 3(1), 9-18.
  • Nalbant, K. G., Aydin, S. & Uyanik, Ş. (2023). Generative Adversarial Network And Digital Art Interactions With Metaverse Marketing. Trakya Üniversitesi Sosyal Bilimler Dergisi, 25(2), 375-396.
  • O'Reilly, D. (2011). Mapping The Arts Marketing Literature. Arts Marketing: An International Journal, 1(1), 26-38.
  • Odemis, M. & Hassan, A. (2019). Pazarlama Felsefelerinin Tarihsel Gelişimine Yönelik Bir İnceleme. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 10(1), 128-139.
  • Patsiaouras, G., Veneti, A. & Green, W. (2018). Marketing, Art And Voices Of Dissent: Promotional Methods Of Protest Art By The 2014 Hong Kong’s Umbrella Movement. Marketing Theory, 18(1), 75-100.
  • Petkus Jr, E. (2004). Enhancing The Application Of Experiential Marketing In The Arts. International Journal of Nonprofit and Voluntary Sector Marketing, 9(1), 49-56.
  • Quesenberry, L. & Sykes, B. W. (2008). Leveraging The Internet To Promote Fine Art: Perspectives Of Art Patrons. The Journal of Arts Management, Law, and Society, 38(2), 121–138.
  • Roh, T. H. (2022). Digital Transformation And Introduction Of NFT In The Art Market. The Journal of the Convergence on Culture Technology, 8(1), 261-269.
  • Sahni, S. (2022). How Are NFTS Affecting The Art Market?. International Journal of Mechanical Engineering, 7(5).
  • Saygin, E. P. & Findikli, S. (2021). Tuvalden Tuşa: Sanat Pazarındaki Dijital Dönüşümde NFT’lerin Rolü. Business & Management Studies: An International Journal, 9(4), 1452-1466.
  • Sidorova, E. (2019). The Cyber Turn Of The Contemporary Art Market. Arts, 8(3), 84.
  • Stoddard, J. E., Evans, M. R. & Shao, X. (2012). Marketing Arts And Crafts: Exploring The Connection Between Hedonic Consumption, Distribution Channels, And Tourism. International Journal of Hospitality & Tourism Administration, 13(2), 95-108.
  • Tekin, M., Sahin, E. & Gobenez, Y. (2014). Postmodern Pazarlama Yaklaşımıyla Modern Pazarlama Yöntemleri: Güncel Şirket Uygulamaları. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (31.1), 225-232.
  • Vargun, O. (2015). Sanat Yönetimi ve Küratörlük. Yıldız Journal of Art and Design, 2(2), 27-51.
  • Walmsley, B. (2016). From Arts Marketing To Audience Enrichment: How Digital Engagement Can Deepen And Democratize Artistic Exchange With Audiences. Poetics, 58, 66-78.
  • Walmsley, B. (2019). The Death Of Arts Marketing: A Paradigm Shift From Consumption To Enrichment. Arts and the Market, 9(1), 32-49.
  • Wang, V. & Wang, D. (2021). The Impact Of The Increasing Popularity Of Digital Art On The Current Job Market For Artists. Art and Design Review, 9(3), 242-253.
  • Yu, Y. (2016). Research On Digital Art Creation Based On Artificial Intelligence. Revista Ibérica de Sistemas e Tecnologias de Informação, (18B), 116.

ART MARKETING TECHNIQUES AND THE DEVELOPMENT OF ART MARKETING WITH DIGITAL TRANSFORMATION

Year 2024, Volume: 14 Issue: 2, 463 - 478, 01.04.2024

Sevgi Aydın

https://doi.org/10.7456/tojdac.1413518

Abstract

The art marketing field is now undergoing active development towards its maximum potential. The aim of this study is to examine several topics, such as art marketing, the characteristics of art marketing, art marketing methodologies, the importance of art marketing, art marketing tactics, the relationship between digital art and art marketing, and the influence of digital transformation on art marketing. The primary objective of this study is to address the existing deficiency in the literature and encourage writers to conduct research on this topic. Despite the little research on art marketing and digital art, the main aim of this study is to fill this knowledge gap. This part of the inquiry receives considerable emphasis. It has been suggested that technologies such as virtual reality, augmented reality (AR), artificial intelligence, and the metaverse, which are crucial for the advancement of digital art and digital art marketing, should be prioritized in art marketing. This conclusion was derived from the determination that these technologies warrant significance in the realm of art marketing.

Keywords

Art Marketing Digital Art Digital Marketing Metaverse Non-fungible Tokens

References

  • Aglargoz, F. & Ozturk, S. A. (2015). Sanat ve Pazarlamanın "Sıra Dışı" Birlikteliği. xxxx
  • Akoren, A. N. (2015). Interaction Of Outdoor Advertising Improved By Innovative Methods With Digital Art. Procedia-Social and Behavioral Sciences, 195, 799-805.
  • Alagoz, S. B., & Ekici, N. (2016). Tartışmalı Bir Konu Olarak Sanat Pazarlama: Kavramsal Bir Değerlendirme. Kahramanmaraş Sütçü İmam Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 6(2), 189-202.
  • Argan, M. (2007). Eğlence Pazarlaması. Detay Yayıncılık.
  • Aris, S., Aeini, B. & Nosrati, S. (2023). A Digital Aesthetics? Artificial Intelligence And The Future Of The Art. Journal of Cyberspace Studies, 7(2), 204-216.
  • Aydin, S. & Nalbant, K. G. (2023). The Significance Of Artificial Intelligence In The Realms Of Marketing, Advertising, And Branding Inside The Metaverse. Joeep: Journal of Emerging Economies and Policy, 8(2), 301-316.
  • Aydin, S., Nalbant, K. G. & Altuntas, C. (2023). Dijital Dönüşümde Yapay Zeka Ve Avrupa Yeşil Mutabakatı Sürecinde Sürdürülebilir Yeşil Pazarlama Stratejileri. İmgelem, 7(13), 467-492.
  • Bayoude, K., Ouassit, Y., Ardchir, S. & Azouazi, M. (2018). How Machine Learning Potentials Are Transforming The Practice Of Digital Marketing: State Of The Art. Periodicals of Engineering and Natural Sciences, 6(2), 373-379.
  • Belk, R., Humayun, M. & Brouard, M. (2022). Money, Possessions, And Ownership In The Metaverse: Nfts, Cryptocurrencies, Web3 And Wild Markets. Journal of Business Research, 153, 198-205.
  • Betes, F. (2016). Günümüz Sanat Piyasası İçerisinde Pazarlama Ve Tanıtım Faaliyetlerinin Önemi. Medeniyet Sanat Dergisi, 2(1).
  • Boorsma, M. (2006). A Strategic Logic For Arts Marketing: Integrating Customer Value And Artistic Objectives. International Journal of Cultural Policy, 12(1), 73-92.
  • Boorsma, M. & Chiaravalloti, F. (2010). Arts Marketing Performance: An Artistic-Mission-Led Approach To Evaluation. The Journal of Arts Management, Law, and Society, 40(4), 297-317.
  • Bradshaw, A. (2010). Before Method: Axiomatic Review Of Arts Marketing. International Journal of Culture. Tourism and Hospitality Research, 4(1), 8-19.
  • Brown, R. E. (2004). The Propagation Of Awe: Public Relations, Art And Belief In Reformation Europe. Public Relations Review, 30(4), 381-389.
  • Brown, A. S. & Novak, J. L. (2008). Assessing The Intrinsic Impacts Of A Live Performance. XXX
  • Bsteh, S. & Vermeylen, F. (2021). From Painting to Pixel: Understanding NFT Artworks. Rotterdam: Universidad Erasmo. Disponible en formato digital aquí.
  • Chambers, D. & Baines, D. (2015). A Gift To The Community? Public Relations, Public Art And The News Media. European Journal of Cultural Studies, 18(6), 639-655.
  • Cho, H. D., Hwang, J. K. & Lee, S. Y. (2011). A Study On The Aesthetic Art Marketing Communication Of Luxury Brand Using Storytelling. Journal of Distribution Science, 9(3), 73-82.
  • Cildir, C. & Fettahlioglu, H. S. (2019). Sanat ve Pazarlama İlişkisi. Kahramanmaraş Sütçü İmam Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 9(2), 47-61.
  • Colbert, F. (2014). The Arts Sector: A Marketing Definition. Psychology & Marketing, 31(8), 563-565.
  • Colbert, F. & St‐James, Y. (2014). Research In Arts Marketing: Evolution And Future Directions. Psychology & Marketing, 31(8), 566-575.
  • David, G., Oosterlinck, K. & Szafarz, A. (2013). Art Market Inefficiency. Economics Letters, 121(1), 23-25.
  • de Seta, G. (2023). QR Code: The Global Making Of An Infrastructural Gateway. Global Media and China, 8(3), 362-380.
  • de Sousa, F. M. (2022). Token-Art System And The New International Art Market: The Impacts Of NFT Technology And The Legal Aspects Involved. Journal of Law, Market & Innovation, 1(1), 97-115.
  • Dickman, S. (2009). Arts Marketing: The Pocket Guide. XXX
  • Dou, D. (2018). The Application Of QR Code In Improving Participants' Acceptance For Art Works. In 3rd International Conference on Contemporary Education, Social Sciences and Humanities (ICCESSH 2018) (pp. 691-693). Atlantis Press.
  • Dressler, V. A. & Kan, K. H. (2018). Mediating Museum Display And Technology: A Case Study Of An International Exhibition Incorporating QR Codes. Journal Of Museum Education, 43(2), 159-170.
  • Erdogan, M. (2015). Küresel Çağda Çağdaş Sanat Ve Küresel Sanat Pazarı. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 15(1).
  • Estes, Z., Brotto, L. & Busacca, B. (2018). The Value Of Art In Marketing: An Emotion-Based Model Of How Artworks In Ads Improve Product Evaluations. Journal of Business Research, 85, 396-405.
  • Fillis, I. (2011). The Evolution And Development Of Arts Marketing Research. Arts Marketing: An International Journal, 1(1), 11-25.
  • Fischer, A. (2022). Architecture As Art In Metaverse. Executive Master in Art Market Studies, University of Zurich.
  • Geissler, G. L., Rucks, C. T. & Edison, S. W. (2006). Understanding The Role Of Service Convenience In Art Museum Marketing: An Exploratory Study. Journal of Hospitality & Leisure Marketing, 14(4), 69-87.
  • Gursen, A. E. (2020). Art Marketing As An Emerging Area In An Emerging Market. Arts and the Market, 10(1), 34-52.
  • Hausmann, A. & Poellmann, L. (2013). Using Social Media For Arts Marketing: Theoretical Analysis And Empirical Insights For Performing Arts Organizations. International Review on Public and Nonprofit Marketing, 10, 143-161.
  • Horky, F., Rachel, C. & Fidrmuc, J. (2022). Price Determinants Of Non-Fungible Tokens In The Digital Art Market. Finance Research Letters, 48, 103007.
  • Hwang, S. & Koo, G. (2023). Art Marketing In The Metaverse World: Evidence From South Korea. Cogent Social Sciences, 9(1), 2175429.
  • Izmir, O. (2017). Sanat Pazarlaması Kavramı, Kapsamı ve Boyutları. Global Journal of Economics and Business Studies, 6(11), 31-42.
  • Karabacak, Z. İ. (2013). Reklam ve Sanat İlişkisi. Karadeniz Teknik Üniversitesi İletişim Araştırmaları Dergisi, 3(1), 64-76.
  • Keeney, K. P. (2018). Public Higher Education Institutions' Investment in Performing Arts Centers. The Journal of Arts Management, Law, and Society, 48(1), 44-56.
  • Kerrigan, F., O'Reilly, D. & vom Lehn, D. (2009). Producing And Consuming Arts: A Marketing Perspective. Consumption Markets & Culture, 12(3), 203- 207.
  • Lee, J. W. & Lee, S. H. (2017). “Marketing From The Art World”: A Critical Review Of American Research In Arts Marketing. The Journal of Arts Management, Law, and Society, 47(1), 17-33.
  • Lehman, K. & Wickham, M. (2014). Marketing Orientation And Activities In The Arts-Marketing Context: Introducing A Visual Artists’ Marketing Trajectory Model. Journal of Marketing Management, 30(7-8), 664-696.
  • Lemel, R. (2010). Social Networking Tools For Marketing Fine Art. In Allied Academies International Conference. Academy of Marketing Studies. Proceedings (Vol. 15, No. 2, pp. 31). Jordan Whitney Enterprises, Inc.
  • Louvre (2019, 23 October). Mona Lisa Beyond The Glass: The Louvre's First Virtual Reality Experience, https://www.louvre.fr/en/what-s-on/life-at-the-museum/mona-lisa-beyond-the-glass-the-louvre-s-first-virtual-reality-experience.
  • McDonald, H. & Harrison, P. (2002). The Marketing And Public Relations Practices Of Australian Performing Arts Presenters. International Journal of Nonprofit and Voluntary Sector Marketing, 7(2), 105-117.
  • Meyer, J. A. & Even, R. (1998). Marketing And The Fine Arts – Inventory Of A Controversial Relationship. Journal of Cultural Economics, 22, 271–283.
  • Nadini, M., Alessandretti, L., Di Giacinto, F., Martino, M., Aiello, L. M. & Baronchelli, A. (2021). Mapping The NFT Revolution: Market Trends, Trade Networks, And Visual Features. Scientific Reports, 11(1), 20902.
  • Nalbant, K. G. & Uyanik, S. (2021). Computer Vision In The Metaverse. Journal of Metaverse, 1(1), 9-12.
  • Nalbant, K. G. & Aydin, S. (2023). Development And Transformation In Digital Marketing And Branding With Artificial Intelligence And Digital Technologies Dynamics In The Metaverse Universe. Journal Of Metaverse, 3(1), 9-18.
  • Nalbant, K. G., Aydin, S. & Uyanik, Ş. (2023). Generative Adversarial Network And Digital Art Interactions With Metaverse Marketing. Trakya Üniversitesi Sosyal Bilimler Dergisi, 25(2), 375-396.
  • O'Reilly, D. (2011). Mapping The Arts Marketing Literature. Arts Marketing: An International Journal, 1(1), 26-38.
  • Odemis, M. & Hassan, A. (2019). Pazarlama Felsefelerinin Tarihsel Gelişimine Yönelik Bir İnceleme. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 10(1), 128-139.
  • Patsiaouras, G., Veneti, A. & Green, W. (2018). Marketing, Art And Voices Of Dissent: Promotional Methods Of Protest Art By The 2014 Hong Kong’s Umbrella Movement. Marketing Theory, 18(1), 75-100.
  • Petkus Jr, E. (2004). Enhancing The Application Of Experiential Marketing In The Arts. International Journal of Nonprofit and Voluntary Sector Marketing, 9(1), 49-56.
  • Quesenberry, L. & Sykes, B. W. (2008). Leveraging The Internet To Promote Fine Art: Perspectives Of Art Patrons. The Journal of Arts Management, Law, and Society, 38(2), 121–138.
  • Roh, T. H. (2022). Digital Transformation And Introduction Of NFT In The Art Market. The Journal of the Convergence on Culture Technology, 8(1), 261-269.
  • Sahni, S. (2022). How Are NFTS Affecting The Art Market?. International Journal of Mechanical Engineering, 7(5).
  • Saygin, E. P. & Findikli, S. (2021). Tuvalden Tuşa: Sanat Pazarındaki Dijital Dönüşümde NFT’lerin Rolü. Business & Management Studies: An International Journal, 9(4), 1452-1466.
  • Sidorova, E. (2019). The Cyber Turn Of The Contemporary Art Market. Arts, 8(3), 84.
  • Stoddard, J. E., Evans, M. R. & Shao, X. (2012). Marketing Arts And Crafts: Exploring The Connection Between Hedonic Consumption, Distribution Channels, And Tourism. International Journal of Hospitality & Tourism Administration, 13(2), 95-108.
  • Tekin, M., Sahin, E. & Gobenez, Y. (2014). Postmodern Pazarlama Yaklaşımıyla Modern Pazarlama Yöntemleri: Güncel Şirket Uygulamaları. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (31.1), 225-232.
  • Vargun, O. (2015). Sanat Yönetimi ve Küratörlük. Yıldız Journal of Art and Design, 2(2), 27-51.
  • Walmsley, B. (2016). From Arts Marketing To Audience Enrichment: How Digital Engagement Can Deepen And Democratize Artistic Exchange With Audiences. Poetics, 58, 66-78.
  • Walmsley, B. (2019). The Death Of Arts Marketing: A Paradigm Shift From Consumption To Enrichment. Arts and the Market, 9(1), 32-49.
  • Wang, V. & Wang, D. (2021). The Impact Of The Increasing Popularity Of Digital Art On The Current Job Market For Artists. Art and Design Review, 9(3), 242-253.
  • Yu, Y. (2016). Research On Digital Art Creation Based On Artificial Intelligence. Revista Ibérica de Sistemas e Tecnologias de Informação, (18B), 116.
There are 66 citations in total.

Details

Primary Language English
Subjects Digital and Electronic Media Art
Journal Section RESEARCH ARTICLES
Authors

Sevgi Aydın 0000-0002-9507-5448

Early Pub Date March 13, 2024
Publication Date April 1, 2024
Submission Date January 2, 2024
Acceptance Date March 9, 2024
Published in Issue Year 2024 Volume: 14 Issue: 2

Cite

APA Aydın, S. (2024). ART MARKETING TECHNIQUES AND THE DEVELOPMENT OF ART MARKETING WITH DIGITAL TRANSFORMATION. Turkish Online Journal of Design Art and Communication, 14(2), 463-478. https://doi.org/10.7456/tojdac.1413518
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