İslami Pazarlama Anlayışında Yeni Perspektifler: Bibliyometrik Bir Yaklaşım

Yıl 2024, Cilt: 6 Sayı: 1, 17 - 31, 30.06.2024

Mehmet Gökerik

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.

Anahtar Kelimeler

Bibliyometrik Analiz, İslami Pazarlama, Web of Science, Bibliometrix, Helal Pazarlama

New Perspectives in Islamic Marketing: A Bibliometric Approach

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.

Anahtar Kelimeler

Bibliometric Analysis, Islamic Marketing, Web of Science, Bibliometrix, Halal Marketing

Kaynakça

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