TY  - JOUR
T1  - BIBLIOMETRIC ANALYSIS OF ARTICLES ON BRAND EVANGELISM IN TOURISM
TT  - BIBLIOMETRIC ANALYSIS OF ARTICLES ON BRAND EVANGELISM IN TOURISM
AU  - Şalvarcı, Simge
PY  - 2025
DA  - June
Y2  - 2025
JF  - LAÜ Sosyal Bilimler Dergisi
PB  - Lefke Avrupa Üniversitesi
WT  - DergiPark
SN  - 1309-2294
SP  - 19
EP  - 38
VL  - 16
IS  - 1
LA  - en
AB  - Brand evangelism, which is important for businesses, refers to consumers trying to persuade other consumers choosing the brand they prefer. As in all sectors, the tourism sector also aims to survive in an intensely competitive environment. In this respect, brand evangelism can make significant contributions to the sector as a type of positive word-of-mouth communication. On the other hand, it is determined that the concept has not been studied much in tourism literature and it is assumed that it has the feature of being an important field of study for both the sector and researchers. The studies revealing the general trends and characteristics of the subject of brand evangelism in tourism literature are quite limited. The aim of this research is to conduct a bibliometric analysis of brand evangelism studies in the field of tourism indexed in the Web of Science database. In this context, 1750 articles published between 1984-2024 were analyzed with the “Biblioshiny” package in the RStudio program. According to analysis results, the most effective journals, authors, countries, word analyses, thematic map and various bibliometric indicators such as Lotka Law compliance in the field of brand evangelism were presented. It was concluded that the most productive journal in the field was Journal of Travel & Tourism Marketing and the most productive author was Heesup Han. While a significant increase in the number of articles on the subject of brand evangelism has been observed over the years, some other findings reached include the subjects of “satisfaction”, “model” and “tourism” being among the trending topics in recent years. The study is thought to be useful for revealing the general view of the field of brand evangelism research in the field of tourism and guiding future research.
KW  - Evangelistic Marketing
KW  - Brand Evangelism
KW  - Web of Science
KW  - Bibliometric Analysis
KW  - Biblioshiny
N2  - Brand evangelism, which is important for businesses, refers to consumers trying to persuade other consumers choosing the brand they prefer. As in all sectors, the tourism sector also aims to survive in an intensely competitive environment. In this respect, brand evangelism can make significant contributions to the sector as a type of positive word-of-mouth communication. On the other hand, it is determined that the concept has not been studied much in tourism literature and it is assumed that it has the feature of being an important field of study for both the sector and researchers. The studies revealing the general trends and characteristics of the subject of brand evangelism in tourism literature are quite limited. The aim of this research is to conduct a bibliometric analysis of brand evangelism studies in the field of tourism indexed in the Web of Science database. In this context, 1750 articles published between 1984-2024 were analyzed with the “Biblioshiny” package in the RStudio program. According to analysis results, the most effective journals, authors, countries, word analyses, thematic map and various bibliometric indicators such as Lotka Law compliance in the field of brand evangelism were presented. It was concluded that the most productive journal in the field was Journal of Travel & Tourism Marketing and the most productive author was Heesup Han. While a significant increase in the number of articles on the subject of brand evangelism has been observed over the years, some other findings reached include the subjects of “satisfaction”, “model” and “tourism” being among the trending topics in recent years. The study is thought to be useful for revealing the general view of the field of brand evangelism research in the field of tourism and guiding future research.
CR  - Aria, M. and Cuccurullo, C. (2017). “Bibliometrix: An R-tool for Comprehensive Science Mapping Analysis”. J Informetr, 11(4):959–975.
CR  - Balıkçıoğlu, B. and Oflazoğlu, S. (2015). “Marka Evangelizmi, Benlik-Marka İmajı Uyumu ve Marka Sadakati İlişkisi Üzerine Ampirik Bir Araştırma”. Tüketici ve Tüketim Araştırmaları Dergisi= Journal of Consumer and Consumption Research, 7(2), 19.
CR  - Choudhury, M., Mishra, B. B. and Mohanty, P. K. (2019). “An Empirical Study of Brand Evangelism for Recommending Cars-A Qualitative ve Systematic Review of Literature”, International Journal of Technical Research ve Science, 4(3): 1-12.
CR  - Doss, S. K. (2014). “Spreading the Good Word: Toward an Understanding of Brand Evangelism”. Journal of Management and Marketing Research, (14).1-16.
CR  - Harrigan, P., Roy, S. K. and Chen, T. (2021). “Do Value Cocreation and Engagement Drive Brand Evangelism?”. Marketing Intelligence & Planning, 39(3), 345-360.
CR  - Göktaş, B. and Erdoğan Tarakçı, İ. (2020). “Marka Evangelizminin Satın Alma Bağımlılığı, Satın Alma Niyeti ve Tavsiyede Bulunma Üzerindeki Etkisi: Taraftar Ürünleri Örneği”, İşletme Araştırmaları Dergisi, 12 (1), 126-145.
CR  - Karasar, N. (2023). Bilimsel Araştırma Yöntemi “Kavramlar İlkeler ve Yöntemler” (28. basım). Nobel Yayıncılık.
CR  - Lin, Q. and Lin, W. (2023). “Research on the Impact of Perception of Rurality on Brand Evangelism of Tourism Destinations”. Journal of Yunnan Agricultural University (Social Science), 17(4), 77-85.
CR  - Mansoor, M. and Paul, J. (2022). “Mass prestige, Brand Happiness and Brand Evangelism among Consumers”. Journal of Business Research, 144, 484-496.
CR  - Matzler, K., Pichler, E. A. and Hemetsberger, A. (2007). “Who is Spreading the Word? The positive Influence of Extraversion on Consumer Passion and Brand Evangelism”. Marketing Theory and Applications, 18(1), 25-32.
CR  - McConnell, B. and Huba, J. (2003). Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force. United States of America: Dearborn Trade Publishing.
CR  - Moisés, S. (1983). Biblical Words and Their Meaning: An Introduction to Lexical Semantics, Grand Rapids, MI: Zondervan.
CR  - Mvondo, G. F. N., Jing, F., Hussain, K. and Raza, M. A. (2022). “Converting Tourists into Evangelists: Exploring the role of Tourists’ Participation in Value Co-creation in Enhancing Brand Evangelism, Empowerment, and Commitment”. Journal of Hospitality and Tourism Management, 52, 1-12.
CR  - Purohit, S., Hollebeek, L. D., Das, M. and Sigurdsson, V. (2023). “The Effect of Customers' Brand Experience on Brand Evangelism: The Case of Luxury Hotels”. Tourism Management Perspectives, 46, 101092.
CR  - Riivits-Arkonsuo, I., Kaljund, K. and Leppiman, A. (2014). “Consumer Journey from First Experience to Brand Evangelism”. Research in economics and business: Central and eastern Europe, 6(1), 5-28.
CR  - Saravanan, M. and Saraswathy, T. R. (2017). “Evangelism as A Marketing Strategy-in the Challenging and Innovative Business Scenario”. Intercontinental Journal of Marketing Management, 4(6), 1-5.
CR  - Schnebelen, S. and Bruhn, M. (2018). “An Appraisal Framework of the Determinants and Consequences of Brand Happiness”. Psychology & Marketing, 35(2), 101-119
CR  - Shaari, H. and Ahmad, I. S. (2016). “Brand Evangelism among Online Brand Community Members”. International Review of Management and Business Research, 5(1), 80-88.
CR  - Süer, S. (2022). “Marka Güveni, Marka İmajı ve Marka Değerinin Marka Evangelizmi Üzerindeki Etkisi: E-Ticaret Markaları Üzerine Ampirik Bir Araştırma”. Uluslararası Sosyal Bilimler ve Eğitim Dergisi, 4(6), 253-280.
CR  - Topcuoğlu, Ç. (2023). Turistlerin Algıladığı Marka Şeffaflığı, Marka İletişimi, Marka Güveni Ve Marka Evangelizmi Arasındaki Etkilerin İncelenmesi: Balıkesir–Körfez Bölgesi Örneği (Master's thesis, Balıkesir Üniversitesi Sosyal Bilimleri Enstitüsü).
CR  - Torun, E. and Bozkuş, K. (2022). “Sınıf Yönetimi Araştırmalarının Bibliometrik Analizi”. Studies in Educational Research and Development, 6(1), 20-51.
CR  - Wang, P., Zhu, F., Song, H. and Hou, J. (2017). “A Bibliometric Profile of Current Science between 1961 and 2015”. Current Science, 386-392.
UR  - https://dergipark.org.tr/tr/pub/euljss/issue//1727847
L1  - https://dergipark.org.tr/tr/download/article-file/4993390
ER  -