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

• Berger, J., Sorensen, A. T., & Rasmussen, S. J. (2010). Positive effects of negative publicity: When negative reviews increase sales. Marketing Science, 29(5), 815–827. https://doi.org/10.1287/mksc.1090.0557
• Bickart, B., & Schindler, R. M. (2001). Internet Forums As Influential. Journal of Interactive Marketing, 15(3), 31–40.
• Chakraborty, U. (2019). Perceived credibility of online hotel reviews and its impact on hotel booking intentions. International Journal of Contemporary Hospitality Management, 31(9), 3465–3483. https://doi.org/10.1108/IJCHM-11-2018-0928
• 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. https://doi.org/10.1016/j.jbusres.2021.04.070
• Gaviria-Marin, M., Merigó, J. M., & Baier-Fuentes, H. (2019). Knowledge management: A global examination based on bibliometric analysis. Technological Forecasting and Social Change, 140, 194–220. https://doi.org/10.1016/J.TECHFORE.2018.07.006
• Goldsmith, R. E., & Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising, 6(2), 2–14. https://doi.org/10.1080/15252019.2006.10722114
• Granitz, N. A., & Ward, J. C. (1996). Virtual community: a sociocognitive analysis. Association for Consumer Research, 23(2), 161–166. https://www.acrwebsite.org/volumes/7936/volumes/v23/NA-23/
• Janmaijaya, M., Shukla, A. K., Abraham, A., & Muhuri, P. K. (2018). A Scientometric Study of Neurocomputing Publications (1992–2018): An Aerial Overview of Intrinsic Structure. Publications 2018, Vol. 6, Page 32, 6(3), 32. https://doi.org/10.3390/PUBLICATIONS6030032
• Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 60(11), 2169–2188. https://doi.org/10.1002/asi
• Kanwel, S., Lingqiang, Z., Asif, M., Hwang, J., Hussain, A., & Jameel, A. (2019). The influence of destination image on tourist loyalty and intention to visit: Testing a multiple mediation approach. Sustainability (Switzerland), 11(22). https://doi.org/10.3390/su11226401
• Lee, K. T., & Koo, D. M. (2012). Effects of attribute and valence of e-WOM on message adoption: Moderating roles of subjective knowledge and regulatory focus. Computers in Human Behavior, 28(5), 1974–1984. https://doi.org/10.1016/j.chb.2012.05.018
• Lei, G., Liu, F., Liu, P., Zhou, Y., Jiao, T., & Dang, Y. H. (2019). A bibliometric analysis of forensic entomology trends and perspectives worldwide over the last two decades (1998–2017). Forensic Science International, 295, 72–82. https://doi.org/10.1016/J.FORSCIINT.2018.12.002
• Leung, X. Y., Sun, J., & Bai, B. (2017). Bibliometrics of social media research: A co-citation and co-word analysis. International Journal of Hospitality Management, 66, 35–45. https://doi.org/10.1016/j.ijhm.2017.06.012
• Li, J., & Hale, A. (2016). Output distributions and topic maps of safety related journals. Safety Science, 82, 236–244. https://doi.org/10.1016/J.SSCI.2015.09.004
• Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468. https://doi.org/10.1016/j.tourman.2007.05.011
• Merigó, J. M., Mas-Tur, A., Roig-Tierno, N., & Ribeiro-Soriano, D. (2015). A bibliometric overview of the Journal of Business Research between 1973 and 2014. Journal of Business Research, 68(12), 2645–2653. https://doi.org/10.1016/J.JBUSRES.2015.04.006
• Mukhopadhyay, S., Pandey, R. and Rishi, B. (2022), “Electronic word of mouth (eWOM) research – a comparative bibliometric analysis and future research insight”, Journal of Hospitality and Tourism Insights, ahead-of-print. https://doi.org/10.1108/JHTI-07-2021-0174
• Nielsen Media Research (2009). "Nielsen Global Online Consumer Survey- trust, value & engagement in advertising:", The Nielsen Company, New York.
• Naujoks, A., & Benkenstein, M. (2020). Expert cues: How expert reviewers are perceived online. Journal of Service Theory and Practice, 30(4-5), 531–556. https://doi.org/10.1108/JSTP-11-2019-0240
• Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125–148. https://doi.org/10.2753/JEC1086-4415110405
• Seo, E. J., Park, J. W., & Choi, Y. J. (2020). The effect of social media usage characteristics on e-WOM, trust, and brand equity: Focusing on users of airline social media. Sustainability (Switzerland), 12(4), 1–18. https://doi.org/10.3390/su12041691
• van Eck, N. J., & Waltman, L. (2009). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523–538. https://doi.org/10.1007/S11192-009-0146-3
• Verma, S., & Yadav, N. (2021). Past, Present, and Future of Electronic Word of Mouth (EWOM). Journal of Interactive Marketing, 53, 111-128. https://www.sciencedirect.com/science/article/abs/pii/S1094996820301079