A Bibliometric Analysis of Articles Published on Electronic Word of Mouth (e-WOM): Web of Science Sample

Yasemin Bilişli; Fatma Çakmak; Selin Aygen Zetter; Mehmet Ilgaz Ünal

doi:10.31123/akil.1367411

EN TR

A Bibliometric Analysis of Articles Published on Electronic Word of Mouth (e-WOM): Web of Science Sample

Abstract

Increasing production and consumption phenomenon in the contemporary period; It has raised concerns about resource depletion and sustainability. When consumers reach a certain level of satisfaction within the capitalist system, their awareness of sustainability increases, and they begin to tend towards conscious consumption. This shift highlights the importance of electronic word-of-mouth marketing (eWOM), where ordinary consumers share their experiences. This study aims to descriptively and quantitatively analyze the existence of academic research on eWOM in the last 20 years. 1642 articles published in the Web of Science (WoS) database between 2003 and 2023 were comprehensively analyzed using bibliometric methods. The analysis revealed that there has been a remarkable increase in eWOM publications since 2009. In particular, "Flieri R" stands out as the most prolific author on eWOM with 17 academic studies. Among the journals, "Sustainability" journal has the highest number of publications with 63 articles. In addition, in recent years, concepts such as "sustainability", "service quality" and "digital marketing" have been grouped around the field of eWOM.

Keywords

Electronic Word-Of-Mouth Marketing , E-WOM , Sustainability , Bibliometrics , Digital Marketing

Elektronik Ağızdan Ağıza İletişim (e-WOM) Konusunda Yayımlanan Makalelerin Bibliyometrik Analizi: Web of Science Örneği

Öz

Çağdaş dönemde artan üretim ve tüketim olgusu; kaynakların tükenmesi ve sürdürülebilirlik konularında endişelere yol açmıştır. Tüketiciler kapitalist sistem içinde belirli bir doyuma ulaştıkları zaman, sürdürülebilirlik konusundaki farkındalıkları artmakta ve bilinçli tüketim eğilimine yönelmeye başlamaktadır. Bu geçiş, sıradan tüketicilerin deneyimlerini paylaştığı elektronik ağızdan ağıza pazarlamanın (eWOM) önemini öne çıkarmaktadır. Bu çalışma ile son 20 yılda eWOM üzerine yapılan akademik araştırmaların varlığını, tanımlayıcı ve nicel olarak analiz etmek amaçlanmaktadır. Web of Science (WoS) veri tabanında 2003- 2023 yılları arasında yayımlanan 1642 makale bibliyometrik yöntemler kullanılarak kapsamlı bir şekilde analiz edilmiştir. Yapılan analiz ile 2009 yılından itibaren eWOM yayınlarında dikkat çekici bir artış olduğu ortaya koyulmuştur. Özellikle, "Flieri R" 17 akademik çalışma ile eWOM konusunda en üretken yazar olarak öne çıkmaktadır. Dergiler arasında ise 63 makale ile "Sustainability" dergisi en yüksek yayın sayısına sahiptir. Ayrıca son yıllarda "sürdürülebilirlik", "hizmet kalitesi" ve "dijital pazarlama" gibi kavramların eWOM alanı etrafında gruplandığı görülmektedir.

Anahtar Kelimeler

Elektronik Ağızdan Ağıza Pazarlama , E-Wom , Sürdürülebilirlik , Bibliyometri , Dijital Pazarlama

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Details

Primary Language

English

Subjects

Communication and Media Studies (Other)

Journal Section

Research Article

Authors

Yasemin Bilişli
0000-0001-9272-9568
Türkiye

Fatma Çakmak ^*
0000-0002-7276-5016
Türkiye

Selin Aygen Zetter
0000-0002-6146-3514
Türkiye

Mehmet Ilgaz Ünal
0000-0001-7308-1647
Türkiye

Early Pub Date

December 30, 2023

Publication Date

December 30, 2023

Submission Date

September 29, 2023

Acceptance Date

December 14, 2023

Published in Issue

Year 2023 Number: 43

DOI

https://doi.org/10.31123/akil.1367411

IZ

https://izlik.org/JA35NG33WN

APA

Bilişli, Y., Çakmak, F., Aygen Zetter, S., & Ünal, M. I. (2023). A Bibliometric Analysis of Articles Published on Electronic Word of Mouth (e-WOM): Web of Science Sample. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 43, 235-250. https://doi.org/10.31123/akil.1367411

33280 33281

Journal of Akdeniz University Faculty of Communication is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC-BY-NC).

A Bibliometric Analysis of Articles Published on Electronic Word of Mouth (e-WOM): Web of Science Sample

Abstract

Keywords

Elektronik Ağızdan Ağıza İletişim (e-WOM) Konusunda Yayımlanan Makalelerin Bibliyometrik Analizi: Web of Science Örneği

Öz

Anahtar Kelimeler

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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