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DİJİTAL PAZARLAMA: WEB OF SCIENCE VERİ TABANININ BİBLİYOMETRİK ANALİZİ

Year 2023, Volume: 8 Issue: 1, 53 - 64, 20.03.2023
https://doi.org/10.57120/yalvac.1256555

Abstract

Bu araştırmanın amacı, dijital pazarlama çalışmalarını bir bütün olarak ele alarak literatürün yoğunlaştığı noktaları belirlemektir. Bu amaca göre araştırmada Web of Science veri tabanından elde edilen; 2006-2022 yılları arasında yer alan; başlığında, özetinde veya anahtar kelimesinde “digital marketing” kavramını barındıran 1140 makale VOSviewer programı aracılığıyla bibliyometrik analiz kullanılarak incelenmiştir. Analizlerin sonucunda en fazla makale yayımlanan ve atıf alan ülkelerin ABD ve İngiltere olduğu, ayrıca en fazla atıf alan ilk 3 makalenin “Journal of Marketing” dergisinde yayımlandığı görülmüştür. En fazla kullanılan anahtar kelimeler ise dijital pazarlama ve sosyal medyadır. Çalışma, en fazla atıf alan ve makale yayımlanan ülkeler, kurumlar, dergiler ile en fazla atıf alan ve makalesi yayımlanan yazarları inceleyerek araştırmacılara çıkarım ve yorum yapmaları için önemli bilgiler sağlamaktadır.

References

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  • [3] Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131, 183-195.
  • [4] Kannan, P. K., Li, H. (2017). Digital Marketing: A Framework, Review and Research Agenda. International Journal of Research in Marketing, 34(1), 22-45.
  • [5] Bulunmaz, B. (2016). Gelişen Teknolojiyle Birlikte Değişen Pazarlama Yöntemleri ve Dijital Pazarlama. Trt Akademi, 1(2), 348-365.
  • [6] Chaffey, D., Ellis-Chadwick, F. (2016). Digital Marketing. 6th Edition. Pearson: Harlow.
  • [7] Gross, O. V., Pritchard, A. (1969). Documentation notes. Journal of Documentation, 25(4), 344-349.
  • [8] Diodato, V. P., (1994). Dictionary of Bibliometrics. Routledge: New York.
  • [9] Martínez-López, F.J., Merigó, J.M., Valenzuela-Fernández, L., Nicolás, C. (2018), Fifty years of the European Journal of Marketing: a bibliometric analysis, European Journal of Marketing, 52(1/2). 439-468.
  • [10] Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296.
  • [11] Waltman, L., Van Eck, N. J., Noyons, E. C. (2010). A unified approach to mapping and clustering of bibliometric networks. Journal of Informetrics, 4(4), 629-635.
  • [12] Glänzel, W., Schubert, A., Czerwon, H. J. (1999). A bibliometric analysis of international scientific cooperation of the European Union (1985–1995). Scientometrics, 45(2), 185-202.
  • [13] Birinci, H. G. (2008). Turkish Journal of Chemistry’nin bibliyometrik analizi. Bilgi Dünyası, 9(2), 348-369.
  • [14] Persson, O., Danell, R., Schneider, J. W. (2009). How to use Bibexcel for various types of bibliometric analysis. Celebrating Scholarly Communication Studies, 5, 9-24.
  • [15] Bonilla, C. A., Merigó, J. M., Torres-Abad, C. (2015). Economics in Latin America: a bibliometric analysis. Scientometrics, 105, 1239-1252.
  • [16] Ellegaard, O., Wallin, J. A. (2015). The bibliometric analysis of scholarly production: How great is the impact?. Scientometrics, 105, 1809-1831.
  • [17] Şakar, G. D., & Cerit, A. G. (2013). Uluslararası alan indekslerinde türkiye pazarlama yazını: bibliyometrik analizler ve nitel bir araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(4), 37-62. [18] Beşel, F., Yardımcıoğlu, F. (2017). Maliye Dergisi’nin bibliyometrik analizi: 2007-2016 Dönemi. Maliye Dergisi, 172, 133-151.
  • [19] Merigó, J. M., Yang, J. B. (2017). A bibliometric analysis of operations research and management science. Omega, 73, 37-48.
  • [20] Moral-Muñoz, J. A., Herrera-Viedma, E., Santisteban-Espejo, A., Cobo, M. J. (2020). Software tools for conducting bibliometric analysis in science: An up-to-date review. Profesional de la Información, 29(1), 1-20.
  • [21] Ağcasulu, H., Yavuz, İ. S. (2021). Yerel Yönetimler ve Bütçe İlişkisine Yönelik Akademik Çalışmaların Bibliyometrik Analizi. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD), 13(24), 104-121.
  • [22] Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183-195.
  • [23] Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172. [24] Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25.
  • [25] Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 1-37.
  • [26] Felix, R., Rauschnabel, P. A., Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.
  • [27] Appel, G., Grewal, L., Hadi, R., Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
  • [28] Leeflang, P. S., Verhoef, P. C., Dahlström, P., Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12.
  • [29] Yadav, M. S., Pavlou, P. A. (2014). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78(1), 20-40.
  • [30] Yadav, M. S., De Valck, K., Hennig-Thurau, T., Hoffman, D. L., Spann, M. (2013). Social commerce: a contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311-323.
  • [31] Chung, M., Ko, E., Joung, H., Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.
  • [32] Çelikkaya, S., & Atila, M. (2020). Göç ve kalkınma ilişkisine yönelik bir inceleme: Web of Science veri tabanına dayalı bibliyometrik ağ analizi. Karadeniz Sosyal Bilimler Dergisi, 12(23), 350-367.
  • [33] Acar, Ö. F., & Acar, S. (2020). A Preliminary investigation of digital hoarding behaviors of university executives. European Journal of Digital Economy Research, 1(1), 27-44.
  • [34] Mert, Y. L. (2018). Dijital pazarlama ekseninde influencer marketing uygulamalari. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 6(2), 1299-1328.
  • [35] Alan, A. K., Kabadayı, E. T., Erişke, T. (2018). İletişimin yeni yüzü: dijital pazarlama ve sosyal medya pazarlamasi. Elektronik Sosyal Bilimler Dergisi, 17(66), 493-504.
  • [36] Gedik, Y. (2020). Pazarlamada yeni bir pencere: Dijital pazarlama. Journal of Business in the Digital Age, 3(1), 63-75.
  • [37] Erkan, İ. (2020). Dijital pazarlamanın dünü, bugünü, geleceği: bibliyometrik bir analiz. Akademik Hassasiyetler, 7(13), 149-168.
  • [38] M. Bala, D. Verma (2018). A Critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321–339.
  • [39] Desai, V., & Vidyapeeth, B. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), 196-200.
  • [40] Wind, J., & Mahajan, V. (2002). Digital marketing. Symphonya Emerging Issues in Management, (1), 43-54.
  • [41] Mandal, P., & Joshi, N. (2017). Understanding digital marketing strategy. International Journal of Scientific Research and Management, 5(6), 5428-5431.
  • [42] Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2), 285-293.
  • [43] Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1(5), 69-80.
Year 2023, Volume: 8 Issue: 1, 53 - 64, 20.03.2023
https://doi.org/10.57120/yalvac.1256555

Abstract

References

  • [1] Jara, A. J., Parra, M. C., Skarmeta, A. F. (2012, July). Marketing 4.0: A new value added to the Marketing through the Internet of Things. In 2012 sixth international conference on innovative mobile and internet services in ubiquitous computing (pp. 852-857). IEEE.
  • [2] American Marketing Association, Digital Marketing (2023). https://www.ama.org/topics/digital-marketing/ (E.T.: 03.01. 2023).
  • [3] Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. Journal of Business Research, 131, 183-195.
  • [4] Kannan, P. K., Li, H. (2017). Digital Marketing: A Framework, Review and Research Agenda. International Journal of Research in Marketing, 34(1), 22-45.
  • [5] Bulunmaz, B. (2016). Gelişen Teknolojiyle Birlikte Değişen Pazarlama Yöntemleri ve Dijital Pazarlama. Trt Akademi, 1(2), 348-365.
  • [6] Chaffey, D., Ellis-Chadwick, F. (2016). Digital Marketing. 6th Edition. Pearson: Harlow.
  • [7] Gross, O. V., Pritchard, A. (1969). Documentation notes. Journal of Documentation, 25(4), 344-349.
  • [8] Diodato, V. P., (1994). Dictionary of Bibliometrics. Routledge: New York.
  • [9] Martínez-López, F.J., Merigó, J.M., Valenzuela-Fernández, L., Nicolás, C. (2018), Fifty years of the European Journal of Marketing: a bibliometric analysis, European Journal of Marketing, 52(1/2). 439-468.
  • [10] Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285-296.
  • [11] Waltman, L., Van Eck, N. J., Noyons, E. C. (2010). A unified approach to mapping and clustering of bibliometric networks. Journal of Informetrics, 4(4), 629-635.
  • [12] Glänzel, W., Schubert, A., Czerwon, H. J. (1999). A bibliometric analysis of international scientific cooperation of the European Union (1985–1995). Scientometrics, 45(2), 185-202.
  • [13] Birinci, H. G. (2008). Turkish Journal of Chemistry’nin bibliyometrik analizi. Bilgi Dünyası, 9(2), 348-369.
  • [14] Persson, O., Danell, R., Schneider, J. W. (2009). How to use Bibexcel for various types of bibliometric analysis. Celebrating Scholarly Communication Studies, 5, 9-24.
  • [15] Bonilla, C. A., Merigó, J. M., Torres-Abad, C. (2015). Economics in Latin America: a bibliometric analysis. Scientometrics, 105, 1239-1252.
  • [16] Ellegaard, O., Wallin, J. A. (2015). The bibliometric analysis of scholarly production: How great is the impact?. Scientometrics, 105, 1809-1831.
  • [17] Şakar, G. D., & Cerit, A. G. (2013). Uluslararası alan indekslerinde türkiye pazarlama yazını: bibliyometrik analizler ve nitel bir araştırma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 27(4), 37-62. [18] Beşel, F., Yardımcıoğlu, F. (2017). Maliye Dergisi’nin bibliyometrik analizi: 2007-2016 Dönemi. Maliye Dergisi, 172, 133-151.
  • [19] Merigó, J. M., Yang, J. B. (2017). A bibliometric analysis of operations research and management science. Omega, 73, 37-48.
  • [20] Moral-Muñoz, J. A., Herrera-Viedma, E., Santisteban-Espejo, A., Cobo, M. J. (2020). Software tools for conducting bibliometric analysis in science: An up-to-date review. Profesional de la Información, 29(1), 1-20.
  • [21] Ağcasulu, H., Yavuz, İ. S. (2021). Yerel Yönetimler ve Bütçe İlişkisine Yönelik Akademik Çalışmaların Bibliyometrik Analizi. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD), 13(24), 104-121.
  • [22] Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183-195.
  • [23] Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172. [24] Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7-25.
  • [25] Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 1-37.
  • [26] Felix, R., Rauschnabel, P. A., Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70, 118-126.
  • [27] Appel, G., Grewal, L., Hadi, R., Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.
  • [28] Leeflang, P. S., Verhoef, P. C., Dahlström, P., Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12.
  • [29] Yadav, M. S., Pavlou, P. A. (2014). Marketing in computer-mediated environments: Research synthesis and new directions. Journal of Marketing, 78(1), 20-40.
  • [30] Yadav, M. S., De Valck, K., Hennig-Thurau, T., Hoffman, D. L., Spann, M. (2013). Social commerce: a contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311-323.
  • [31] Chung, M., Ko, E., Joung, H., Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.
  • [32] Çelikkaya, S., & Atila, M. (2020). Göç ve kalkınma ilişkisine yönelik bir inceleme: Web of Science veri tabanına dayalı bibliyometrik ağ analizi. Karadeniz Sosyal Bilimler Dergisi, 12(23), 350-367.
  • [33] Acar, Ö. F., & Acar, S. (2020). A Preliminary investigation of digital hoarding behaviors of university executives. European Journal of Digital Economy Research, 1(1), 27-44.
  • [34] Mert, Y. L. (2018). Dijital pazarlama ekseninde influencer marketing uygulamalari. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 6(2), 1299-1328.
  • [35] Alan, A. K., Kabadayı, E. T., Erişke, T. (2018). İletişimin yeni yüzü: dijital pazarlama ve sosyal medya pazarlamasi. Elektronik Sosyal Bilimler Dergisi, 17(66), 493-504.
  • [36] Gedik, Y. (2020). Pazarlamada yeni bir pencere: Dijital pazarlama. Journal of Business in the Digital Age, 3(1), 63-75.
  • [37] Erkan, İ. (2020). Dijital pazarlamanın dünü, bugünü, geleceği: bibliyometrik bir analiz. Akademik Hassasiyetler, 7(13), 149-168.
  • [38] M. Bala, D. Verma (2018). A Critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321–339.
  • [39] Desai, V., & Vidyapeeth, B. (2019). Digital marketing: A review. International Journal of Trend in Scientific Research and Development, 5(5), 196-200.
  • [40] Wind, J., & Mahajan, V. (2002). Digital marketing. Symphonya Emerging Issues in Management, (1), 43-54.
  • [41] Mandal, P., & Joshi, N. (2017). Understanding digital marketing strategy. International Journal of Scientific Research and Management, 5(6), 5428-5431.
  • [42] Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2), 285-293.
  • [43] Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the challenging age: An empirical study. International Journal of Management Science and Business Administration, 1(5), 69-80.
There are 41 citations in total.

Details

Primary Language Turkish
Journal Section Articels
Authors

İlhan Kayacan 0000-0002-2809-6126

Early Pub Date March 2, 2023
Publication Date March 20, 2023
Submission Date February 25, 2023
Published in Issue Year 2023 Volume: 8 Issue: 1

Cite

APA Kayacan, İ. (2023). DİJİTAL PAZARLAMA: WEB OF SCIENCE VERİ TABANININ BİBLİYOMETRİK ANALİZİ. Yalvaç Akademi Dergisi, 8(1), 53-64. https://doi.org/10.57120/yalvac.1256555

http://www.yalvacakademi.org/