Mikro İklim Pazarlaması: Hava Durumuna Dayalı Anlık Tüketici Davranışı Yönlendirme Uygulamasının Değerlendirilmesi: Microclimate Marketing: A Real-Time, Weather-Based Application for Influencing Consumer Behavior

Murat KAÇAR

Authors

Murat KAÇAR Bolu Abant İzzet Baysal Üniversitesi

Keywords:

Microclimate Marketing, Weather, Simulation, Python

Abstract

This article provides an in-depth examination of the "microclimate marketing" concept, defining it as an application for real-time, weather-based influencing of consumer behavior. The study presents a framework for the concept, tracing it from its ecological origins to its contemporary definition within the marketing context. It explores the complex effects of weather on consumer psychology and behavior through psychological mechanisms such as mood, purchase intention, and spending habits. Relevant theoretical frameworks, including the Stimulus-Organism-Response (S-O-R) Model and Mood Congruence Theory, are employed to explain the underlying drivers of this interaction. The paper details how dynamic content personalization is achieved through the integration of real-time and predictive weather data, showcasing applications across various sectors and detailing concrete examples of success. Furthermore, it comprehensively discusses the technical challenges in weather data management—such as data accuracy, reliability, and integration—along with the ethical dimensions, including location data privacy and algorithmic bias. Finally, the article assesses how emerging technologies such as Artificial Intelligence (AI) and the Internet of Things (IoT) will shape the future of microclimate marketing. It thereby offers a holistic perspective that highlights both the potential and the challenges of this strategic approach.

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Microclimate Marketing: A Real-Time, Weather-Based Application for Influencing Consumer Behavior