Bilimsel İletişim Bağlamında “Dijital Reklamcılık” Çalışmalarının Bibliyometrik Analizi

Abstract

ÖZ Temel yaşam pratiklerinin teknoloji odaklı geliştiği ve değiştiği günümüz koşullarında dijitalleşme kavramı her geçen gün daha da önem kazanmaktadır. Dijitalleşmenin modern bireyin yaşamında daha fazla yer etmesi tüm alanlarda dijitalleşme sürecini de beraberinde getirmektedir. Reklamcılık disiplini de dijitalleşme sürecinden payına düşeni gerek akademik yayınlarda gerek sektörel uygulamalar noktasında almaktadır. Bu bağlamda, literatür incelendiğinde son on beş yılda sürekli artış gösteren bir şekilde dijital reklamcılık konulu çalışmaların yapıldığı görülmektedir. Bu araştırmanın temel amacı “digital advertising” kavramı çerçevesinde yapılan çalışmaların bibliyometrik yöntemle incelenmesidir. Çalışma kapsamında Web of Science veri tabanında “digital advertising” sözcükleri aratılarak 205 araştırma makalesine ulaşılmıştır. Bibliyometrik analiz yöntemiyle analizi gerçekleştirilen verilerden elde edilen bulgular yayınların yıl, ülke, üniversite, yazar, atıf sayısı ve anahtar sözcük kullanım durumları ile ilgilidir. Bu çalışmada, WoS’ta yer alan ve araştırmaya dahil edilen 205 yayının yıllara göre dağılımı incelendiğinde 2008-2022 yılları arasında yayınların yapıldığı belirlenmiştir. En çok yayın yapılan ülke Amerika Birleşik Devletleri olurken, en çok yayın yapan üniversite ise Northwestern Universitesidir. En çok yayın yapan yazarların Johnson G.A., Lewis R.A., Truong Y. ve Zhu X olduğu tespit edilmiştir. Araştırmaya dahil olan 205 yayın içerisinden en fazla atıf alan yayınlar Bakir V., Bart Y. ve Stephan A.T.’ye ait yayınlardır. En sık tekrarlanan anahtar sözcükler incelendiğinde ise bu sözcüklerin sırasıyla “digital advertising”, “advertising”, “social media”, “facebook” ve “digital” sözcükleri olduğu belirlenmiştir. Anahtar Kelimeler: Dijital reklamcılık, Dijitalleşme, Reklamcılık, Bibliyometri, Bibliometrix.

Keywords

• Dijital reklamcılık
• Dijitalleşme
• Reklamcılık
• Bibliyometri
• Bibliometrix.
• Digital advertising
• Digitization
• Advertising
• Bibliometrics
• Bibliometrix

Bibliometric Analysis of “Digital Advertising” Papers in the Context of Scientific Communication

Abstract

ABSTRACT In today's conditions, where basic life practices are developing and changing technology-oriented, the concept of digitalization is gaining more importance day by day. The fact that digitalization takes more place in the life of the modern individual brings the digitalization process in all areas. Advertising discipline also takes its share from the digitalization process, both in academic publications and in sectoral applications. In this context, when the literature is examined, it is seen that studies on digital advertising have been carried out in an increasing manner in the last fifteen years. The main purpose of this research is to examine the studies conducted within the framework of the concept of "digital advertising" by bibliometric method. Within the scope of the study, 205 research articles were found by searching the words "digital advertising" in the Web of Science database. The findings obtained from the data analyzed with the bibliometric analysis method are related to the year, country, university, author, number of citations and keyword usage status of the publications. In this study, when the distribution of 205 publications in WoS and included in the research according to years was examined, it was determined that the publications were made between 2008 and 2022. The country with the most publications is the United States Of America, while the university with the most publications is Northwestern University. The authors who published the most were found to be Johnson G.A., Lewis R.A., Truong Y. and Zhu X. Among the 205 publications included in the research, the most cited publications are those of Bakir V., Bart Y. and Stephan A.T. When the most frequently repeated keywords were examined, it was determined that these words were "digital advertising", "advertising", "social media", "facebook" and "digital" respectively. Keywords Digital advertising, Digitization, Advertising, Bibliometrics, Bibliometrix

Keywords

• Digital advertising
• Digitization
• Advertising
• Bibliometrics
• Bibliometrix

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