Elektronik Ağızdan Ağıza İletişim (e-WOM) Konusunda Yayımlanan Makalelerin Bibliyometrik Analizi: Web of Science Örneği

Yıl 2023, Sayı: 43, 235 - 250, 30.12.2023

Yasemin Bilişli , Fatma Çakmak , Selin Aygen Zetter , Mehmet Ilgaz Ünal

https://doi.org/10.31123/akil.1367411

Öz

Çağdaş dönemde artan üretim ve tüketim olgusu; kaynakların tükenmesi ve sürdürülebilirlik konularında endişelere yol açmıştır. Tüketiciler kapitalist sistem içinde belirli bir doyuma ulaştıkları zaman, sürdürülebilirlik konusundaki farkındalıkları artmakta ve bilinçli tüketim eğilimine yönelmeye başlamaktadır. Bu geçiş, sıradan tüketicilerin deneyimlerini paylaştığı elektronik ağızdan ağıza pazarlamanın (eWOM) önemini öne çıkarmaktadır. Bu çalışma ile son 20 yılda eWOM üzerine yapılan akademik araştırmaların varlığını, tanımlayıcı ve nicel olarak analiz etmek amaçlanmaktadır. Web of Science (WoS) veri tabanında 2003- 2023 yılları arasında yayımlanan 1642 makale bibliyometrik yöntemler kullanılarak kapsamlı bir şekilde analiz edilmiştir. Yapılan analiz ile 2009 yılından itibaren eWOM yayınlarında dikkat çekici bir artış olduğu ortaya koyulmuştur. Özellikle, "Flieri R" 17 akademik çalışma ile eWOM konusunda en üretken yazar olarak öne çıkmaktadır. Dergiler arasında ise 63 makale ile "Sustainability" dergisi en yüksek yayın sayısına sahiptir. Ayrıca son yıllarda "sürdürülebilirlik", "hizmet kalitesi" ve "dijital pazarlama" gibi kavramların eWOM alanı etrafında gruplandığı görülmektedir.

Anahtar Kelimeler

Elektronik Ağızdan Ağıza Pazarlama, E-Wom, Sürdürülebilirlik, Bibliyometri, Dijital Pazarlama

A Bibliometric Analysis of Articles Published on Electronic Word of Mouth (e-WOM): Web of Science Sample

Öz

Increasing production and consumption phenomenon in the contemporary period; It has raised concerns about resource depletion and sustainability. When consumers reach a certain level of satisfaction within the capitalist system, their awareness of sustainability increases, and they begin to tend towards conscious consumption. This shift highlights the importance of electronic word-of-mouth marketing (eWOM), where ordinary consumers share their experiences. This study aims to descriptively and quantitatively analyze the existence of academic research on eWOM in the last 20 years. 1642 articles published in the Web of Science (WoS) database between 2003 and 2023 were comprehensively analyzed using bibliometric methods. The analysis revealed that there has been a remarkable increase in eWOM publications since 2009. In particular, "Flieri R" stands out as the most prolific author on eWOM with 17 academic studies. Among the journals, "Sustainability" journal has the highest number of publications with 63 articles. In addition, in recent years, concepts such as "sustainability", "service quality" and "digital marketing" have been grouped around the field of eWOM.

Anahtar Kelimeler

Electronic Word-Of-Mouth Marketing, E-WOM, Sustainability, Bibliometrics, Digital Marketing

Kaynakça

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