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Dijital Reklam Araştırmasında Temel Eğilimler: SSCI'de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi

Year 2013, Volume: 5 Issue: 3, 19 - 28, 01.09.2013

Yeşim Çelik

Abstract

In this study, the articles focused on digital advertising published in the journal indexed in Social Sciences Index (SSCI) in a 10-year period were analyzed. The main objective of the study is to reveal the prominent inclinations in the field of digital advertising research. Within this context, the research trends were examined focusing on the premier refereed academic publication in the field of advertising. In this descriptive research, content analysis was performed in order to investigate the articles published in Journal of Advertising, Journal of Advertising Research and International Journal of Advertising in a period between 2003 and 2012. In this frame, the articles were coded according to categories named as the year of journal, name of publication, occupation of the author(s), domicile of author affiliation, main focus of the study, article type, research design, method, and sample during the period under review. The findings of the study indicated that empirical, quantitative researches focused on effect were overwhelmingly conducted in the Journal of Advertising Research, the International Journal of Advertising, and the Journal of Advertising between the period of 2003 and 2012. In addition, it was revealed that multiple methods were predominantly employed, and general population and students preferred as sample.

Keywords

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References

  • BARRY, T.E. (1990). “Publication Productivity in the Three Leading U.S.Advertising Journals: Inaugural Issues through 1988”, Journal of Advertising, 19 (1): 52-60.
  • CHANG, H.C. & HYOUNG, K.K. (2006). “The State of Internet-Related Research in Communications, Marketing and Advertising: 1994-2003”, Journal of Advertising, 35 (3): 143-163.
  • FASTOSO, F. & WHİTELOCK, J. (2007). “International Advertising Strategy: The Standardization Question in Manager Studies: Patterns in Four Decades of Past Research and Directions for Future Knowledge Advancement”, International Marketing Review, 24 (5): 591-605.
  • FORD, JOHN B. & MERCHANT, A. (2008). “A Ten-Year Retrospective of Advertising Research Productivity 1997-2006”, Journal of Advertising, 37 (3): 69-94.
  • HA, L. (2008). “Online Advertising Research in Advertising Journals: A Review”, Journal of Current Issues & Research in Advertising, 30 (1): 31-48. http://thomsonreuters.com/products_services/science/science_products/a-z/social_sciences_ citation_index/ (accessed on August 4, 2013). http://en.wikipedia.org/wiki/Social_ Sciences_Citation_Index (accessed on August 4, 2013).
  • KİM, J. & MCMİLLAN, S. J. (2008). “Evaluation of Internet Advertising Research: A Biblometric Analysis of Citations from Key Sources”, Journal of Advertising, 37 (1): 99-112.
  • KIM, S.T. & WEAVER, D. (2002). “Communication Research about The Internet: A Thematic Meta-Analysis. New Media & Society”, 4 (4): 518-538.
  • KOLBE, R.H. ve BURNETT, M.S. (1991). “Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity”, Journal of Consumer Research, 18 (2): 243-250.
  • LI, H. (2011). “The Interactive Web: Toward a New Discipline”, Journal of Advertising Research, 51 (1): 13-26.
  • MUNCY, J. A. (1991). “Journal of Advertising: A Twenty Year Appraisal”, Journal of Advertising, 20 (4): 1-12.
  • MUNCY, A. & EASTMAN, J. K. (1998). “The Journal of Advertising: Twenty-Five Years and Beyond”, Journal of Advertising, 27 (4): 1OKAZAKİ, S. & BARWİSE, P. (2011). “Has the Time Finally Come for the Medium of the Future? Research on Mobile Advertising”, Journal of Advertising Research, 51 (1): 59-71.
  • OKAZAKİ, S. & MUELLER, B. (2007). “Cross-cultural Advertising Research: Where We Have Been and Where We Need to Go”, International Marketing Review, 24 (5): 499-518.
  • PASADEOS, Y., BARBAN, A., YI, H. & BONG-HYUN, K. (1997). “A 30-Year Assessment of the Media Planning Literature”, Journal of Current Issues & Research in Advertising, 19 (1): 23-26.
  • PITT, L.F., BERTHON, P., CARUANA, A. & BERTHON, J.P. (2005). “The State of Theory in Three Premier Advertising Journals: A Research Note”, International Journal of Advertising, 24 (2): 241-249.
  • TAYLOR, C. R. (2005). “Moving International Advertising Research Forward”, Journal of Advertising, 34 (1): 7-16.
  • THE VANCOUVER AGREEMENT (VA): Uniform Requirements for Manuscripts Submitted to Biomedical Journals: Writing and Editing for Biomedical Publications (2010). http://www.icmje.org/ethical_1author.html. (accessed on August 4, 2013). WEST, D. (2007). “Directions in Marketing Communications Research”, International Journal of Advertising, 26 (4): 543-554. YALE, L. & GİLLY, M.C. (1988). “Trends in Advertising Research: A Look at the Content of Marketing-Oriented Journals from 1976 to 1985”, Journal of Advertising, 17 (1): 12-22.
  • ZOU, S. (2005). “Contributions to International Advertising Research: An Assessment of the Literature Between 1990 and 2002”, Journal of Advertising, 34 (1): 99-110.
  • ZWICK, R. (1988). “Another Look at Interrater Agreement”, Psychological Bulletin, 103 (3): 374-378.

Dijital Reklam Araştırmasında Temel Eğilimler: SSCI'de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi

Year 2013, Volume: 5 Issue: 3, 19 - 28, 01.09.2013

Yeşim Çelik

Abstract

Bu çalışmada 10 yıllık dönemde Social Sciences Index’de (SSCI) taranan dergilerde yayımlanan dijital reklamcılığa odaklanan makaleler analiz edilmektedir. Bu çalışmanın temel amacı, dijital reklam araştırması alanındaki ön plana çıkan eğilimleri ortaya koymaktır. Bu bağlamda, araştırma eğilimleri reklam alanındaki önde gelen hakemli akademik yayınlara odaklanılarak analiz edilmiştir. Tanımlayıcı nitelikte olan bu araştırmada, 2003-2012 yılları arasında Journal of Advertising, Journal of Advertising Research and International Journal of Advertising dergilerinde yayımlanan makaleleri incelemek amacıyla içerik analizi gerçekleştirilmiştir. Bu çerçevede, analiz edilen dönemde makaleler derginin yılı, yayının adı, yazar(lar)ın mesleği, yazarın bağlı olduğu kurumun konumu, çalışmanın ana odağı, makale tipi, araştırma tasarımı, yöntem ve örneklem kategorileri altında kodlanmıştır. Çalışmanın bulguları, 2003-2012 yılları arasında Journal of Advertising, Journal of Advertising Research and International Journal of Advertising dergilerinde çoğunlukla ampirik ve etkiye odaklanan niceliksel araştırmaların yayımlandığını göstermektedir.

Keywords

Reklam içerik analizi dijital reklamcılık iletişim araştırması

References

  • BARRY, T.E. (1990). “Publication Productivity in the Three Leading U.S.Advertising Journals: Inaugural Issues through 1988”, Journal of Advertising, 19 (1): 52-60.
  • CHANG, H.C. & HYOUNG, K.K. (2006). “The State of Internet-Related Research in Communications, Marketing and Advertising: 1994-2003”, Journal of Advertising, 35 (3): 143-163.
  • FASTOSO, F. & WHİTELOCK, J. (2007). “International Advertising Strategy: The Standardization Question in Manager Studies: Patterns in Four Decades of Past Research and Directions for Future Knowledge Advancement”, International Marketing Review, 24 (5): 591-605.
  • FORD, JOHN B. & MERCHANT, A. (2008). “A Ten-Year Retrospective of Advertising Research Productivity 1997-2006”, Journal of Advertising, 37 (3): 69-94.
  • HA, L. (2008). “Online Advertising Research in Advertising Journals: A Review”, Journal of Current Issues & Research in Advertising, 30 (1): 31-48. http://thomsonreuters.com/products_services/science/science_products/a-z/social_sciences_ citation_index/ (accessed on August 4, 2013). http://en.wikipedia.org/wiki/Social_ Sciences_Citation_Index (accessed on August 4, 2013).
  • KİM, J. & MCMİLLAN, S. J. (2008). “Evaluation of Internet Advertising Research: A Biblometric Analysis of Citations from Key Sources”, Journal of Advertising, 37 (1): 99-112.
  • KIM, S.T. & WEAVER, D. (2002). “Communication Research about The Internet: A Thematic Meta-Analysis. New Media & Society”, 4 (4): 518-538.
  • KOLBE, R.H. ve BURNETT, M.S. (1991). “Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity”, Journal of Consumer Research, 18 (2): 243-250.
  • LI, H. (2011). “The Interactive Web: Toward a New Discipline”, Journal of Advertising Research, 51 (1): 13-26.
  • MUNCY, J. A. (1991). “Journal of Advertising: A Twenty Year Appraisal”, Journal of Advertising, 20 (4): 1-12.
  • MUNCY, A. & EASTMAN, J. K. (1998). “The Journal of Advertising: Twenty-Five Years and Beyond”, Journal of Advertising, 27 (4): 1OKAZAKİ, S. & BARWİSE, P. (2011). “Has the Time Finally Come for the Medium of the Future? Research on Mobile Advertising”, Journal of Advertising Research, 51 (1): 59-71.
  • OKAZAKİ, S. & MUELLER, B. (2007). “Cross-cultural Advertising Research: Where We Have Been and Where We Need to Go”, International Marketing Review, 24 (5): 499-518.
  • PASADEOS, Y., BARBAN, A., YI, H. & BONG-HYUN, K. (1997). “A 30-Year Assessment of the Media Planning Literature”, Journal of Current Issues & Research in Advertising, 19 (1): 23-26.
  • PITT, L.F., BERTHON, P., CARUANA, A. & BERTHON, J.P. (2005). “The State of Theory in Three Premier Advertising Journals: A Research Note”, International Journal of Advertising, 24 (2): 241-249.
  • TAYLOR, C. R. (2005). “Moving International Advertising Research Forward”, Journal of Advertising, 34 (1): 7-16.
  • THE VANCOUVER AGREEMENT (VA): Uniform Requirements for Manuscripts Submitted to Biomedical Journals: Writing and Editing for Biomedical Publications (2010). http://www.icmje.org/ethical_1author.html. (accessed on August 4, 2013). WEST, D. (2007). “Directions in Marketing Communications Research”, International Journal of Advertising, 26 (4): 543-554. YALE, L. & GİLLY, M.C. (1988). “Trends in Advertising Research: A Look at the Content of Marketing-Oriented Journals from 1976 to 1985”, Journal of Advertising, 17 (1): 12-22.
  • ZOU, S. (2005). “Contributions to International Advertising Research: An Assessment of the Literature Between 1990 and 2002”, Journal of Advertising, 34 (1): 99-110.
  • ZWICK, R. (1988). “Another Look at Interrater Agreement”, Psychological Bulletin, 103 (3): 374-378.
There are 18 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Yeşim Çelik This is me

Publication Date September 1, 2013
Published in Issue Year 2013 Volume: 5 Issue: 3

Cite

APA Çelik, Y. (2013). Dijital Reklam Araştırmasında Temel Eğilimler: SSCI’de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi. Uluslararası Alanya İşletme Fakültesi Dergisi, 5(3), 19-28.
AMA Çelik Y. Dijital Reklam Araştırmasında Temel Eğilimler: SSCI’de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi. Uluslararası Alanya İşletme Fakültesi Dergisi. September 2013;5(3):19-28.
Chicago Çelik, Yeşim. “Dijital Reklam Araştırmasında Temel Eğilimler: SSCI’de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi”. Uluslararası Alanya İşletme Fakültesi Dergisi 5, no. 3 (September 2013): 19-28.
EndNote Çelik Y (September 1, 2013) Dijital Reklam Araştırmasında Temel Eğilimler: SSCI’de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi. Uluslararası Alanya İşletme Fakültesi Dergisi 5 3 19–28.
IEEE Y. Çelik, “Dijital Reklam Araştırmasında Temel Eğilimler: SSCI’de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi”, Uluslararası Alanya İşletme Fakültesi Dergisi, vol. 5, no. 3, pp. 19–28, 2013.
ISNAD Çelik, Yeşim. “Dijital Reklam Araştırmasında Temel Eğilimler: SSCI’de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi”. Uluslararası Alanya İşletme Fakültesi Dergisi 5/3 (September 2013), 19-28.
JAMA Çelik Y. Dijital Reklam Araştırmasında Temel Eğilimler: SSCI’de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi. Uluslararası Alanya İşletme Fakültesi Dergisi. 2013;5:19–28.
MLA Çelik, Yeşim. “Dijital Reklam Araştırmasında Temel Eğilimler: SSCI’de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi”. Uluslararası Alanya İşletme Fakültesi Dergisi, vol. 5, no. 3, 2013, pp. 19-28.
Vancouver Çelik Y. Dijital Reklam Araştırmasında Temel Eğilimler: SSCI’de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi. Uluslararası Alanya İşletme Fakültesi Dergisi. 2013;5(3):19-28.