Dijital Ebeveynlik ve Reklamcılık Odağındaki Araştırmaların Bibliyometrik İncelemesi: Mevcut Eğilimler ve Gelecek Yönelimleri

Öz

Dijital reklamcılık alanında yapılmış çalışmaların odak noktası olan çocukların bilinçlendirilmesi yönünde önemli sorumluluklar üstlenen ebeveynlerin dijital çağla birlikte edinmesi gereken dijital ebeveynlik nitelikleri önem kazanmış ve çeşitli araştırmalar yapılmıştır. Ancak bu eksende alanda yürütülen araştırmaların temel noktalarını belirleyen ve gelecek yönelimlerine ışık tutan çalışmalara rastlanmamıştır. Bu araştırmanın amacı, dijital ebeveynlik ve reklamcılık konulu mevcut akademik araştırmalardaki önemli eğilimleri niceliksel olarak değerlendirmek ve gelecekteki araştırmalar için alanyazındaki boşlukları tespit etmektir. Bu amaç doğrultusunda, WEB of Science ve Scopus veri tabanlarında taranan 1830 çalışma BiblioShiny ve VOSViewer uygulamalarında bibliyometrik olarak incelenmiştir. Performans analizi ve bilim haritalama yoluyla ulaşılan bulgular en üretken ülkelerin Amerika ve Avustralya olduğunu, 2010 yılı sonrasında yayın ve atıf sayılarının arttığını, önde gelen dergilerin fen bilimleri dergileri olduğunu, ülkeler arasında işbirliklerin çoğunlukla gelişmiş ülkeler arasında yapıldığını, yıllar içinde tütün, alkol ve gıda reklamlarının yerini sosyal medya reklamlarındaki beden imgesine bıraktığını ve son dönemlerde kovid-19 salgınının alanyazında etkisini hissettirdiğini göstermiştir. Gelecek araştırmaların salgın sonrası dönemde dijital ebeveynlerin reklam okuryazarlığı becerileri geliştirmesi, algoritmalar, yapay zekâ ve toplumsal cinsiyet konusuna odaklanması önerilmektedir.

Anahtar Kelimeler

• Dijital Ebeveynlik
• Reklamcılık
• Bibliyometrik Analiz
• Performans Analizi
• Bilim Haritalama

A Bibliometric Analysis of Research on Digital Parenting and Advertising: Current Trends and Future directions

Abstract

The digital parenting qualities that parents, who take important responsibilities in raising the awareness of children, which are the focus of studies in the field of digital advertising, should acquire with the digital age, have gained importance and various studies have been carried out. However, to this end, no studies have been found that determine the main points of the research carried out in the field and shed light on the future directions. This study aims to quantitatively assess the current trends in the digital parenting and advertising research and identify potential gaps for future research. Thus, bibliometric analysis of 1830 documents extracted from WoS and Scopus was conducted on BiblioShiny and VOSViewer. The findings obtained through performance analysis and science mapping indicated that the most productive countries were US and Australia; the number of publications and citations increased after 2010; leading sources were those in the field of life sciences; country collaborations were mostly among developed countries; the tobacco, alcohol and food advertising was replaced by body image conveyed through social media advertising, and COVID-19 pandemic had a tremendous impact on recent research. Further research is recommended that they focus on the advertising literacy of digital parents and the issues of gender, algorithms, and artificial intelligence.

Keywords

• Digital Parenting
• Advertising
• Bibliometric Analysis
• Performance Analysis
• Science Mapping

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