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İslami Pazarlama Anlayışında Yeni Perspektifler: Bibliyometrik Bir Yaklaşım

Yıl 2024, Cilt: 6 Sayı: 1, 17 - 31, 30.06.2024
https://doi.org/10.53569/apjhls.1428809

Öz

İslami pazarlama, Müslüman tüketicilerin ihtiyaç ve değerlerine yönelik özelleştirilmiş pazarlama stratejilerini ve uygulamalarını kapsayan, son yıllarda giderek önem kazanan bir pazarlama yaklaşımı olarak ortaya çıkmıştır. Bu yaklaşım , İslami değer ve ilkeleri pazarlama uygulamalarına entegre ederek, Müslüman tüketicilerin hem duygusal hem de manevi ihtiyaçlarını anlamayı ve karşılamayı hedeflemektedir. Geleneksel pazarlama anlayışlarından farklı olarak, dini inançları ve kültürel değerleri göreceli olarak daha ön planda tutan operasyonel bir boyut sunmaktadır. Dünya çapında Müslüman nüfusunun ve ekonomik gücünün artmasıyla birlikte, İslami pazarlama hem akademik hem de pratik açıdan önemli bir araştırma ve uygulama alanı haline gelmiştir. Bu alandaki araştırmalar, İslami ilkelerin ve değerlerin pazarlama stratejilerine nasıl entegre edilebileceği, Müslüman tüketicilerin davranış özellikleri ve tercihleri gibi konuları içermektedir. Bu çalışmada Web of Science veri tabanından elde edilen 1166 yayın üzerinden yapılan bibliyometrik analiz, İslami Pazarlama literatürünün temel özelliklerini ve gelişimini ortaya koymaktadır. Bu analiz, "Bibliometrix" adlı R paketi kullanılarak gerçekleştirilmiş ve İslami Pazarlama literatürünün hangi konulara odaklandığını, araştırmacıların bu alana nasıl yaklaştığını detaylı bir şekilde incelemiştir. Literatürdeki temel temalar, metodolojik yaklaşımlar ve en çok atıf alan çalışmaların yanı sıra, İslami pazarlama araştırmalarının coğrafi dağılımı da bu analizin bir parçası olmuştur. Bibliyometrik analiz sonuçlarına göre, İslami pazarlama alanında yapılan çalışmalar son yıllarda önemli bir artış göstermiş ve bu çalışmalar İslami ilkelerin pazarlama stratejilerine entegrasyonunun, Müslüman tüketicilerin davranış ve tercihlerini anlamada kritik bir rol oynadığını ortaya koymuştur.

Kaynakça

  • Abdullah, J. B., Hamali, J. H., ve Abdullah, F. (2015). Success strategies in islamic marketing mix.”, International Journal of Business and Society, 16(3).
  • Abuznaid, S. (2012), “Islamic marketing: addressing the Muslim market”, An–Najah University. Journal. Res. (Humanities) 26(6), 1473-1503.
  • Ajmi, A. N., Hammoudeh, S., Nguyen, D. K., ve Sarafrazi, S. (2014). “How strong are the causal relationships between Islamic stock markets and conventional financial systems? Evidence from linear and nonlinear tests.” Journal of International Financial Markets, Institutions and Money, 28, 213-227.
  • Aria, M. ve Cuccurullo, C. (2017), “bibliometrix: An R-tool for comprehensive science mapping analysis”, Journal of Informetrics, 11 (4), 959–975,
  • Bonne, K., ve Verbeke, W. (2008). “Religious values informing halal meat production and the control and delivery of halal credence quality.”, Agriculture and Human Values, 25, 35-47.
  • Boulanouar, A. W. (2015). “Islamic marketing and branding: thinking outside the box.”, International Journal of Islamic Marketing and Branding, 1(2), 123-130.
  • de Oliveira, O. J., da Silva, F. F., Juliani, F., Barbosa, L. C. F. M., ve Nunhes, T. V. (2019). “Bibliometric method for mapping the state-of-the-art and identifying research gaps and trends in literature: An essential instrument to support the development of scientific projects”, In Scientometrics recent advances. IntechOpen. 47-66
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N. ve Lim, W.M. (2021), “How to conduct a bibliometric analysis: An overview and guidelines”, Journal of Business Research, 133, 285–296
  • Eid, R., ve El-Gohary, H. (2015). “The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction.” Tourism Management, 46, 477-488.
  • El-Bassiouny, N. (2016). “Where is “Islamic marketing” heading?: A commentary on Jafari and Sandikci's (2015)“Islamic” consumers, markets, and marketing.” Journal of Business Research, 69(2), 569-578.
  • Erkan, İ. (2020). “Dijital pazarlamanın dünü, bugünü, geleceği: bibliyometrik bir analiz.” Akademik Hassasiyetler, 7(13), 149-168.
  • Ghazali, E., ve Mutum, D. S. (2016). “Islamic marketing: Compatibility with contemporary themes in marketing.” Advances in Islamic finance, marketing, and management: An Asian perspective, 213-222.
  • Gökerik, M., ve Aktaş, Ö. (2024). Digital Marketing Trends Reshaped by Artificial Intelligence: A Bibliometric Approach. Journal of Emerging Economies and Policy, 9(2), 75-90
  • Hammoudeh, S., Mensi, W., Reboredo, J. C., ve Nguyen, D. K. (2014). “Dynamic dependence of the global Islamic equity index with global conventional equity market indices and risk factors.” Pacific-Basin Finance Journal, 30, 189-206.
  • Ishak, M. S. B. H., ve Abdullah, O. C. (2012). “Islamic perspective on marketing mix.”, International Journal of Business and Management Studies, 4(1), 121-131.
  • Jafari, A. (2014). “Handbook of Islamic marketing”, Journal of Marketing Management, 30:13-14, 1506-1510
  • Kristina, Y. (2020). “Specificity of Islamic Marketing.” Russia and the moslem world, (4 (310)), 117-121.
  • Lada, S., Tanakinjal, G. H., ve Amin, H. (2009). “Predicting intention to choose halal products using theory of reasoned action.” International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66-76.
  • Liu, Z. (2022). “Mapping the research trends of third language acquisition: A bibliometric analysis based on Scopus.” Frontiers in Psychology, 13, 1021517.
  • Merigó, J. M., ve Yang, J. B. (2017). “A bibliometric analysis of operations research and management science.”, Omega, 73, 37-48.
  • Mukhtar, A., ve Butt, M. M. (2012). “Intention to choose Halal products: the role of religiosity.” Journal of Islamic Marketing, 3(2), 108-120.
  • Nakyinsige, K., Man, Y. B. C., ve Sazili, A. Q. (2012). “Halal authenticity issues in meat and meat products.”, Meat Science, 91(3), 207-214.
  • Ng, J. Y., Liu, H., Shah, A. Q., Wieland, L. S., ve Moher, D. (2023). “Characteristics of bibliometric analyses of the complementary, alternative, and integrative medicine literature: A scoping review protocol.” F1000Research, 12(164), 164.
  • Rice, G. (1999). “Islamic ethics and the implications for business.”, Journal of Business Ethics, 18, 345-358.
  • Saeed, M., Ahmed, Z. U., ve Mukhtar, S. M. (2001). “International marketing ethics from an Islamic perspective: A value-maximization approach.”, Journal of Business Ethics, 32, 127-142.
  • Sandıkcı, Ö., ve Rice, G. (Eds.). (2011). “Handbook of Islamic marketing.” Edward Elgar Publishing.
  • Sandıkçı, Ö. (2011). “Researching Islamic marketing: past and future perspectives.”, Journal of Islamic Marketing, 2(3), 246-258.
  • Shabbir, M. S. (2010). “The relationship between religiosity and new product adoption.”, Journal of Islamic Marketing, 1(1), 63-69.
  • Shah Alam, S., Mohd, R., ve Hisham, B. (2011). “Is religiosity an important determinant on Muslim consumer behaviour in Malaysia?”, Journal of Islamic Marketing, 2(1), 83-96.
  • Temporal, P. (2011). “Islamic branding and marketing: Creating a global Islamic business.”, John Wiley & Sons.
  • Thompson, D. F., ve Walker, C. K. (2015). “A descriptive and historical review of bibliometrics with applications to medical sciences.”, Pharmacotherapy: The Journal of Human Pharmacology and Drug Therapy, 35(6), 551-559.
  • Tieman, M. (2011). “The application of Halal in supply chain management: in‐depth interviews.”, Journal of Islamic Marketing, 2(2), 186-195.
  • Van Eck, N.J. ve Waltman, L. (2014), “Visualizing Bibliometric Networks”, in Ding, Y., Rousseau, R. and Wolfram, D. (Eds.), Measuring Scholarly Impact, Springer International Publishing, Cham, 285–320
  • Wilson, J. A., ve Liu, J. (2011). “The challenges of Islamic branding: navigating emotions and halal.” Journal of Islamic Marketing, 2(1), 28-42.
  • Wilson, J. A., Belk, R. W., Bamossy, G. J., Sandikci, Ö., Kartajaya, H., Sobh, R., ... ve Scott, L. (2013). “Crescent marketing, muslim geographies and brand Islam: reflections from the JIMA senior advisory board.”, Journal of Islamic Marketing, 4(1), 22-50.
  • Zupic, I. ve Čater, T. (2015), “Bibliometric Methods in Management and Organization”, Organizational Research Methods, 18 (3), 429–472

New Perspectives in Islamic Marketing: A Bibliometric Approach

Yıl 2024, Cilt: 6 Sayı: 1, 17 - 31, 30.06.2024
https://doi.org/10.53569/apjhls.1428809

Öz

Islamic marketing, encompassing tailored marketing strategies and practices aimed at addressing the needs and values of Muslim consumers, has emerged as an increasingly significant approach in recent years. This approach integrates Islamic values and principles into marketing practices, aiming to understand and meet the emotional and spiritual needs of Muslim consumers. Unlike traditional marketing approaches, it offers an operational dimension that places relatively greater emphasis on religious beliefs and cultural values. With the growth of the Muslim population and its economic power worldwide, Islamic marketing has become an important area of research and practice both academically and practically. Research in this field includes topics such as how Islamic principles and values can be integrated into marketing strategies, the behavioural characteristics and preferences of Muslim consumers. This study presents a bibliometric analysis of 1166 publications obtained from the Web of Science database, elucidating the key characteristics and development of the Islamic marketing literature. This analysis, conducted using the "Bibliometrix" R package, provides a detailed examination of the focal points within Islamic marketing literature, the methodological approaches employed by researchers, and the most frequently cited works. Furthermore, it includes the geographical distribution of Islamic marketing research. According to the bibliometric analysis results, studies in the field of Islamic marketing have significantly increased in recent years, revealing the critical role of integrating Islamic principles into marketing strategies in understanding Muslim consumer behaviour and preferences.

Kaynakça

  • Abdullah, J. B., Hamali, J. H., ve Abdullah, F. (2015). Success strategies in islamic marketing mix.”, International Journal of Business and Society, 16(3).
  • Abuznaid, S. (2012), “Islamic marketing: addressing the Muslim market”, An–Najah University. Journal. Res. (Humanities) 26(6), 1473-1503.
  • Ajmi, A. N., Hammoudeh, S., Nguyen, D. K., ve Sarafrazi, S. (2014). “How strong are the causal relationships between Islamic stock markets and conventional financial systems? Evidence from linear and nonlinear tests.” Journal of International Financial Markets, Institutions and Money, 28, 213-227.
  • Aria, M. ve Cuccurullo, C. (2017), “bibliometrix: An R-tool for comprehensive science mapping analysis”, Journal of Informetrics, 11 (4), 959–975,
  • Bonne, K., ve Verbeke, W. (2008). “Religious values informing halal meat production and the control and delivery of halal credence quality.”, Agriculture and Human Values, 25, 35-47.
  • Boulanouar, A. W. (2015). “Islamic marketing and branding: thinking outside the box.”, International Journal of Islamic Marketing and Branding, 1(2), 123-130.
  • de Oliveira, O. J., da Silva, F. F., Juliani, F., Barbosa, L. C. F. M., ve Nunhes, T. V. (2019). “Bibliometric method for mapping the state-of-the-art and identifying research gaps and trends in literature: An essential instrument to support the development of scientific projects”, In Scientometrics recent advances. IntechOpen. 47-66
  • Donthu, N., Kumar, S., Mukherjee, D., Pandey, N. ve Lim, W.M. (2021), “How to conduct a bibliometric analysis: An overview and guidelines”, Journal of Business Research, 133, 285–296
  • Eid, R., ve El-Gohary, H. (2015). “The role of Islamic religiosity on the relationship between perceived value and tourist satisfaction.” Tourism Management, 46, 477-488.
  • El-Bassiouny, N. (2016). “Where is “Islamic marketing” heading?: A commentary on Jafari and Sandikci's (2015)“Islamic” consumers, markets, and marketing.” Journal of Business Research, 69(2), 569-578.
  • Erkan, İ. (2020). “Dijital pazarlamanın dünü, bugünü, geleceği: bibliyometrik bir analiz.” Akademik Hassasiyetler, 7(13), 149-168.
  • Ghazali, E., ve Mutum, D. S. (2016). “Islamic marketing: Compatibility with contemporary themes in marketing.” Advances in Islamic finance, marketing, and management: An Asian perspective, 213-222.
  • Gökerik, M., ve Aktaş, Ö. (2024). Digital Marketing Trends Reshaped by Artificial Intelligence: A Bibliometric Approach. Journal of Emerging Economies and Policy, 9(2), 75-90
  • Hammoudeh, S., Mensi, W., Reboredo, J. C., ve Nguyen, D. K. (2014). “Dynamic dependence of the global Islamic equity index with global conventional equity market indices and risk factors.” Pacific-Basin Finance Journal, 30, 189-206.
  • Ishak, M. S. B. H., ve Abdullah, O. C. (2012). “Islamic perspective on marketing mix.”, International Journal of Business and Management Studies, 4(1), 121-131.
  • Jafari, A. (2014). “Handbook of Islamic marketing”, Journal of Marketing Management, 30:13-14, 1506-1510
  • Kristina, Y. (2020). “Specificity of Islamic Marketing.” Russia and the moslem world, (4 (310)), 117-121.
  • Lada, S., Tanakinjal, G. H., ve Amin, H. (2009). “Predicting intention to choose halal products using theory of reasoned action.” International Journal of Islamic and Middle Eastern Finance and Management, 2(1), 66-76.
  • Liu, Z. (2022). “Mapping the research trends of third language acquisition: A bibliometric analysis based on Scopus.” Frontiers in Psychology, 13, 1021517.
  • Merigó, J. M., ve Yang, J. B. (2017). “A bibliometric analysis of operations research and management science.”, Omega, 73, 37-48.
  • Mukhtar, A., ve Butt, M. M. (2012). “Intention to choose Halal products: the role of religiosity.” Journal of Islamic Marketing, 3(2), 108-120.
  • Nakyinsige, K., Man, Y. B. C., ve Sazili, A. Q. (2012). “Halal authenticity issues in meat and meat products.”, Meat Science, 91(3), 207-214.
  • Ng, J. Y., Liu, H., Shah, A. Q., Wieland, L. S., ve Moher, D. (2023). “Characteristics of bibliometric analyses of the complementary, alternative, and integrative medicine literature: A scoping review protocol.” F1000Research, 12(164), 164.
  • Rice, G. (1999). “Islamic ethics and the implications for business.”, Journal of Business Ethics, 18, 345-358.
  • Saeed, M., Ahmed, Z. U., ve Mukhtar, S. M. (2001). “International marketing ethics from an Islamic perspective: A value-maximization approach.”, Journal of Business Ethics, 32, 127-142.
  • Sandıkcı, Ö., ve Rice, G. (Eds.). (2011). “Handbook of Islamic marketing.” Edward Elgar Publishing.
  • Sandıkçı, Ö. (2011). “Researching Islamic marketing: past and future perspectives.”, Journal of Islamic Marketing, 2(3), 246-258.
  • Shabbir, M. S. (2010). “The relationship between religiosity and new product adoption.”, Journal of Islamic Marketing, 1(1), 63-69.
  • Shah Alam, S., Mohd, R., ve Hisham, B. (2011). “Is religiosity an important determinant on Muslim consumer behaviour in Malaysia?”, Journal of Islamic Marketing, 2(1), 83-96.
  • Temporal, P. (2011). “Islamic branding and marketing: Creating a global Islamic business.”, John Wiley & Sons.
  • Thompson, D. F., ve Walker, C. K. (2015). “A descriptive and historical review of bibliometrics with applications to medical sciences.”, Pharmacotherapy: The Journal of Human Pharmacology and Drug Therapy, 35(6), 551-559.
  • Tieman, M. (2011). “The application of Halal in supply chain management: in‐depth interviews.”, Journal of Islamic Marketing, 2(2), 186-195.
  • Van Eck, N.J. ve Waltman, L. (2014), “Visualizing Bibliometric Networks”, in Ding, Y., Rousseau, R. and Wolfram, D. (Eds.), Measuring Scholarly Impact, Springer International Publishing, Cham, 285–320
  • Wilson, J. A., ve Liu, J. (2011). “The challenges of Islamic branding: navigating emotions and halal.” Journal of Islamic Marketing, 2(1), 28-42.
  • Wilson, J. A., Belk, R. W., Bamossy, G. J., Sandikci, Ö., Kartajaya, H., Sobh, R., ... ve Scott, L. (2013). “Crescent marketing, muslim geographies and brand Islam: reflections from the JIMA senior advisory board.”, Journal of Islamic Marketing, 4(1), 22-50.
  • Zupic, I. ve Čater, T. (2015), “Bibliometric Methods in Management and Organization”, Organizational Research Methods, 18 (3), 429–472
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme , Pazarlama (Diğer)
Bölüm Makaleler
Yazarlar

Mehmet Gökerik 0000-0002-0827-5805

Yayımlanma Tarihi 30 Haziran 2024
Gönderilme Tarihi 30 Ocak 2024
Kabul Tarihi 24 Haziran 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 6 Sayı: 1

Kaynak Göster

APA Gökerik, M. (2024). İslami Pazarlama Anlayışında Yeni Perspektifler: Bibliyometrik Bir Yaklaşım. Academic Platform Journal of Halal Lifestyle, 6(1), 17-31. https://doi.org/10.53569/apjhls.1428809

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