İnteraktif Pazarlama Dergisinin Yirmi Sekiz Yılı: Retrospektif Bir Değerlendirme (1997-2024)

Year 2025, Volume: 39 Issue: 4, 501 - 515

Yonca Nilay Baş

https://doi.org/10.16951/trendbusecon.1638968

Abstract

Journal of Interactive Marketing (JIM) dergisi teoriyi ve pratiği birleştirerek yönetimsel açıdan önemli konuları ele alan araştırmalara yer vermektedir. Bu çalışma, JIM dergisinin 1997-2024 yılları arasındaki gelişimini bibliyometrik yöntemlerle incelemektedir. Kullanılan veri seti, Scopus veritabanından elde edilerek dergide yayımlanan 657 makaleye ait bibliyografik verileri (makale başlıkları, yazarlar, atıf sayıları, yayın yılları ve anahtar kelimeler) kapsamaktadır. Analizler VOSviewer yazılımı kullanılarak gerçekleştirilmiştir. Sonuçlar, derginin akademik etkisinin zaman içinde arttığını, makale ve atıf sayılarında istikrarlı bir yükseliş yaşandığını göstermektedir. Özellikle sosyal medya pazarlaması, çevrimiçi incelemeler, e-ticaret ve müşteri ilişkileri yönetimi konularının daha fazla ilgi gördüğü tespit edilmiştir. Alanyazında, JIM dergisinin uzun dönemli akademik gelişimini retrospektif olarak inceleyen kapsamlı bir bibliyometrik çalışmaya rastlanmamıştır. Bu bağlamda çalışma, söz konusu eksikliği gidererek interaktif pazarlama literatürüne özgün ve önemli bir katkı sağlamaktadır. 2025 itibarıyla dergide 1,416 yazar tarafından yazılmış 657 makale yayımlanmış olup, toplam 74,765 atıf kaydedilmiştir. Çalışma, JIM’in ilk retrospektif analizini sunarak, derginin tarihsel gelişimi hakkında kapsamlı bir değerlendirme sağlamaktadır.

Keywords

bibliyometrik analiz , retrospektif değerlendirme , pazarlama , interaktif pazarlama

Twenty-Eight Years of the Journal of Interactive Marketing: a Retrospective Overview (1997-2024)

Abstract

The Journal of Interactive Marketing (JIM) publishes research that bridges theory and practice, addressing critical managerial issues. This study employs bibliometric methods to analyze the development of JIM from 1997 to 2024. The dataset utilized was obtained from the Scopus database and includes bibliographic information from 657 articles published in JIM, comprising article titles, authors, citation counts, publication years, and keywords. Analyses were conducted using VOSviewer software. Findings indicate a consistent growth in the journal’s academic impact, as evidenced by increasing numbers of published articles and citations. Notably, increased attention has been given to topics such as social media marketing, online reviews, e-commerce, and customer relationship management. A comprehensive bibliometric study retrospectively examining the long-term academic evolution of JIM was not found in the existing literature. Therefore, this research addresses this gap, providing an original and significant contribution to the interactive marketing literature. As of 2025, JIM has published 657 articles authored by 1,416 researchers, accumulating a total of 74,765 citations. As the first retrospective analysis of JIM, this study offers an extensive evaluation of the journal’s historical development.

Keywords

bibliometric analysis , retrospektive overview , marketing , interactive marketing

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