Reklamdan Kaçınma Literatürüne Yönelik Bibliyometrik Bir İnceleme

Abstract

Reklamdan kaçınma davranışı, reklamların etkinliğinin artırılması ve tüketicilerin reklamlara yönelik tepkilerinin daha iyi anlaşılması açısından araştırmacıların ilgisini çeken önemli bir konudur. Reklamcılık literatüründe reklamdan kaçınma davranışını farklı bağlamlarda inceleyen birçok çalışma bulunmasına rağmen bu konunun literatürdeki gelişimini ve alandaki temel eğilimleri sistematik bir şekilde ortaya koyan araştırmaların sınırlı sayıda olduğu göze çarpmaktadır. Bu kapsamda çalışmada reklamdan kaçınma literatürünün gelişim aşamalarını, güncel araştırma temalarını ve eğilimlerini incelemek amaçlanmaktadır. Araştırmada Web of Science (WoS) veri tabanında taranan 1995-2025 yılları arasında yayımlanmış 165 makale üzerinden bibliyometrik bir inceleme gerçekleştirilmiştir. WoS veri tabanı ve VOSviewer yazılımı aracılığıyla bilim alanları, dergiler, yayınlar, atıflar, yazarlar, ülkeler ve anahtar kelimeler analiz edilmiştir. Araştırma bulguları reklamdan kaçınma konusunda en çok işletme ve iletişim alanlarında yayınların üretildiğini göstermiştir. Ayrıca 2017 yılından itibaren reklamdan kaçınma konulu araştırmalarda önemli bir artış yaşandığı gözlemlenmiştir. En üretken yazar Bellman iken en çok atıf alan yazarlar Edwards, Lee ve Li olmuştur. Reklamdan kaçınma literatürüne en fazla katkı sağlayan ülkeler ABD, Çin ve Güney Kore’dir. “Reklamdan kaçınma, reklamcılık, sosyal medya ve medya” gibi kavramlar literatürde ön plana çıkan anahtar kelimeler arasındadır.

Keywords

• Reklamdan Kaçınma
• Geleneksel Medya
• Dijital Medya
• Bibliyometrik Analiz

A Bibliometric Review of Ad Avoidance Literature

Abstract

Ad avoidance behaviour is an important topic that attracts the researchers’ attention in order to increase the effectiveness of advertisements and to gain a better understanding of consumers’ reactions to advertisements. Although many studies in the advertising literature analyse ad avoidance behaviour in different contexts, few systematically reveal the development of this issue and the main trends in the field. This study therefore aims to examine the developmental stages of ad avoidance literature and current research themes and trends. A bibliometric analysis was conducted on 165 articles published between 1995 and 2025 and indexed in the Web of Science (WoS) database. The fields of science, journals, publications, citations, authors, countries and keywords were analysed using the WoS database and VOSviewer software. The research findings show that the majority of publications on ad avoidance originate from the fields of business and communication. Since 2017, there has been a significant increase in research on ad avoidance. Bellman was the most prolific author and Edwards, Lee and Li were the most cited. The countries that contribute most to literature on ad avoidance are the USA, China, and South Korea. Prominent keywords in the literature include ad avoidance, advertising, social media and media.

Keywords

• Advertising Avoidance
• Traditional Media
• Digital Media
• Bibliometric Analysis
• Advertising

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