Technological and Innovative Transformation in Marketing: Examination of Social Media Text Stream Visualization Concept with Bibliometric Analysis: Future Agenda

Abstract

Changes in technology and innovation processes affect many areas. The impact of technology and innovative applications lead to radical changes in marketing strategies. Social media text stream visualization stands out as one of the most important tools of these changes. Social media text stream visualization allows the analysis of text data coming from social media platforms through graphics and infographics. In this way, social media text stream visualization allows the development of more effective and efficient strategies by combining technology and innovation in marketing. In this study, the Web of Science database is used to reveal in which areas the concept of social media text stream visualization has been used in the last 10 years through bibliometric analysis. After the inclusion and exclusion criteria are applied, the final sample consists of 12 refereed articles. Five separate analyses were conducted to test the sample. Performance analysis determined the publication years of the articles, their contributions by country, the outputs of relevant journals, and the sectors where this concept is used most intensively. The findings of the study provide a broad perspective on the research conducted to date and identify potential research gaps. Accordingly, it is seen that the studies within the scope of social media text stream visualization are mostly conducted in the fields of social media, advertising, ecommerce and market research. It was concluded that machine learning, big data, text analysis and time series methods were used in the studies. It is recommended that studies be conducted in the retail, tourism and accommodation and technology sectors for future research. This research aims to contribute to the field of marketing by revealing the gaps in the literature. The study also offers suggestions for future research to be conducted by academics and sectoral researchers.

Keywords

• Technology and inovation
• Digital transformation
• Social media text stream visualization

References

1. Ok, S. (2024). Technological and innovative transformation in marketing: Examination of social media text stream visualization concept with bibliometric analysis: Future agenda The Eurasia Proceedings of Science, Technology, Engineering & Mathematics (EPSTEM), 31, 80-91.