Reklamcılık Alanında En Çok Atıf Alan İlk 100 Makalenin Bibliyometrik Analizi

Abstract

Bu çalışma, reklamcılık literatüründeki akademik gelişimi kapsamlı bir şekilde analiz etmek amacıyla, en çok atıf alan 100 makaleyi bibliyometrik yöntemler kullanarak değerlendirmektedir. Çalışmanın temel amacı, literatürde öne çıkan temaları, araştırma yöntemlerini ve genel eğilimleri sistematik olarak incelemek, bu sayede alanın mevcut durumunu ve gelişim yönlerini ortaya koymaktır. Reklamcılığın dijitalleşme, sosyal medya reklamcılığı, yapay zeka uygulamaları ve sürdürülebilirlik gibi çağdaş konularla nasıl şekillendiği ele alınırken, kültürel bağlamların ve etik değerlerin reklam stratejileri üzerindeki etkileri analizden elde edilen bulgularla vurgulanmıştır. Araştırmada performans analizi, atıf analizi ve içerik analizi gibi bibliyometrik yöntemler kullanılmıştır. Bu yöntemler, en çok atıf alan çalışmaların tematik ve yöntemsel dağılımlarını değerlendirmenin yanı sıra literatürdeki bilgi boşluklarının tespit edilmesine olanak sağlamıştır. Ulaşılan sonuçlar, reklamcılığın yalnızca teorik bir alan olmadığını, aksine teknolojik yenilikler ve toplumsal dönüşümlere hızla uyum sağlayan dinamik bir disiplin olduğunu göstermektedir. Ayrıca, literatürde disiplinlerarası etkileşimlerin arttığı, metodolojik yeniliklerin ise alana önemli katkılar sunduğu görülmüştür. Çalışmanın önemi, reklamcılık literatürüne dair kapsamlı bir değerlendirme sunarak, araştırmacılar ve uygulayıcılar için stratejik bir çerçeve oluşturmasında yatmaktadır. Bu analiz bir bilim dalı olarak reklamcılık alanında bilginin derinleşmesine katkı sağlama amacını taşımaktadır. Böylece, reklamcılık alanının gelecekteki araştırma yönelimlerine dair somut öneriler geliştirilmiştir.

Keywords

• Reklamcılık
• Scopus
• Bibliyometrik Analiz
• Atıf Analizi
• Tema Analizi

Bibliometric Analysis of the Top 100 Most-Cited Articles in Advertising

Abstract

This study analyzes the academic development of advertising literature by evaluating the 100 most-cited articles using bibliometric methods. The primary aim of the study is to systematically examine prominent themes, research methodologies, and general trends in the literature, thereby presenting the current state of the field and its developmental directions. The study highlights how advertising has been shaped by contemporary topics while emphasizing the influence of cultural contexts and ethical values on advertising strategies through the findings of the analysis. Bibliometric methods facilitated the evaluation of thematic and methodological distributions of the most-cited studies, as well as the identification of knowledge gaps in the literature. The findings reveal that advertising is not merely a theoretical field but rather a dynamic discipline that rapidly adapts to technological innovations and societal transformations. The study also indicates an increase in interdisciplinary interactions and methodological innovations to the field. The significance of this study lies in its provision of a comprehensive evaluation of advertising literature, establishing a strategic framework for researchers and practitioners. This analysis aims to contribute to the deepening of knowledge in advertising as a scientific discipline. Concrete recommendations have been developed for the future research directions of the advertising field.

Keywords

• Advertising
• Scopus
• Bibliometric Analysis
• Citation Analysis
• Theme Analysis

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