New Mask for a Old Face: A Bibliometric Study on the Use of Anthropomorphism in Marketing

Year 2024, Volume: 8 Issue: 2, 243 - 262, 31.12.2024

Çetin Çildir , Cansu Birin Atılgan

https://doi.org/10.35342/econder.1596332

Abstract

The practice of anthropomorphism is a common occurrence in the domain of marketing. The attribution of human qualities to brands, whether physical or emotional, is an emotionally charged phenomenon for consumers, with significant implications. Accordingly, the objective of this study is to conduct a bibliometric analysis of the literature on the topic of anthropomorphism and its applications in marketing. To this end, a comprehensive search was conducted on 11/20/2024 in the Web of Science database. The search terms employed in the database search were "Anthropomorphism" and "Marketing." The selected keywords were searched by limiting all fields in the database. The search yielded 341 studies published between 2005 and 2024. Following a comprehensive examination of the data, the findings were imported into the Vosviewer bibliographic analysis program, where a series of analytical techniques were employed. The analysis revealed that the majority of studies were conducted in 2024, with 85 publications. Additionally, it was determined that the majority of studies were conducted in the United States (101 studies) and China (84 studies). The study yielded the conclusion that the most frequently utilized keywords were "anthropomorphism," "brand anthropomorphism," and "artificial intelligence." The most cited publication was a study published by Waytz et al. (2010) titled "Who Sees Human? The Stability and Importance of Individual Differences in Anthropomorphism."

Keywords

Anthropomorphism, Marketing, Bibliometric

Eski Yüze Yeni Maske: Pazarlamada Antropomorfizme Dair Bibliyometrik Bir Çalışma

Abstract

Antropomorfizm, pazarlama alanında sıkça kullanılmaktadır. Markalara hem fiziksel olarak hem de duygusal açıdan insani vasıflar yüklenmesi, tüketiciler tarafından duygusal açıdan ilişkilendirildiği ve bununda önemli sonuçları olduğu görülmektedir. Bu nedenle, çalışmada antropomorfizm ve pazarlama kavramlarıyla ilgili yayımlanan eserlerin bibliyometrik analizi yapılması amaçlanmıştır. Bu amaç doğrultusunda 20.11.2024 tarihinde Web of Science veri tabanında detaylı araştırma yapılmıştır. Veri tabanında araştırma yapmak için kullanılan arama kelimeleri “Anthropomorphism” ve “Marketing” olarak seçilmiştir. Seçilen anahtar kelimeler veri tabanında bütün alanlar sınırlaması yapılarak aratılmıştır. Tarama sonucunda, 2005-2024 yılları arasında yayınlanan 341 çalışma verisi elde edilmiştir. Detaylı inceleme sonrası elde edilen veriler Vosviewer bibliyografik analiz programına aktarılmış ve çeşitli analizler yapılmıştır. Yapılan analizler sonucunda, çalışmaların en fazla 85 yayın ile 2024 yılında yapıldığı görülmüştür. Ayrıca çalışmaların en çok Amerika Birleşik Devletleri (101 çalışma) ve Çin’de (84 çalışma) yapıldığı belirlenmiştir. Çalışma sonucunda; en fazla kullanılan anahtar kelimelerin antropomorfizm, marka antropomorfizmi ve yapay zekâ olduğu sonucuna varılmıştır. Waytz vd. tarafından 2010 yılında yayınlanan “Who Sees Human? The Stability and Importance of Individual Differences in Anthropomorphism” isimli çalışma en fazla atıf alan yayın olmuştur.

Keywords

Antropomorfizm, Pazarlama, Bibliyometrik

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