Dijital Dönüşüm: Pazarlama İletişimi Araştırmalarının Kırk Yılı

Yıl 2024, Cilt: 14 Sayı: 1, 197 - 229, 25.03.2024

Hafize Nurgül Durmuş Şenyapar

https://doi.org/10.18074/ckuiibfd.1377357

Öz

Bu derinlemesine analiz, Web of Science veri tabanındaki verileri kullanarak pazarlama iletişimi araştırmalarındaki evrim ve eğilimler hakkında bilgi sağlamayı amaçlamaktadır. Yayınlarda ABD, Çin ve Birleşik Krallık’ın temel olarak katkıda bulunduğu yıllık %6,09’luk istikrarlı bir büyüme oranı ortaya koymaktadır. Alanın iş birlikçi ve disiplinlerarası doğası, katkıda bulunan yazar sayısının 71.630 olmasından anlaşılmaktadır. Tematik değerlendirme, sosyal medya, dijital pazarlama ve BİT gibi çağdaş temalara geçişi vurgularken blockchain ve yapay zekâ gibi gelişmiş kavramlar gelecekteki araştırma yönelimlerini göstermektedir. Anahtar kelime analizi, dijital teknolojilerin yaygınlığını vurgulamaktadır. IEEE, Elsevier ve Springer Nature en üretken yayıncılar; Bacik, Radovan, Fedorko, Richard ve Gil Saura gibi etkili yazarlar, alana katkıda bulunmaktadır. Çalışma; akademisyenlere, profesyonellere ve politika yapıcılara tarihsel, güncel ve ileriye dönük pazarlama iletişimi yollarını anlama konusunda önemli bilgiler sunmaktadır.

Anahtar Kelimeler

Pazarlama İletişimi, Sosyal Medya, Yapay Zekâ, dijital pazarlama

The Digital Transformation: The Forty Years of Marketing Communication Research

Öz

This in-depth analysis provides insight into the evolution and trends in marketing communication research using data from the Web of Science database. The study reveals a steady annual growth rate of 6.09% in publications, with the United States, China, and the United Kingdom as leading contributors. The field is characterized by its collaborative and interdisciplinary nature, with 71,630 authors contributing significantly. The thematic evaluation highlights the shift to contemporary themes like social media, digital marketing, and ICT. Advanced concepts like blockchain and artificial intelligence suggest future research directions. Keyword analysis highlights the prevalence of digital technologies. IEEE, Elsevier, and Springer Nature are found to be the most productive publishers. Influential authors, including Bacik, Radovan, Fedorko, Richard, and Gil Saura, provide insights into the field’s key contributors. This study offers significant insights for academics, professionals, and policymakers to comprehend the historical, current, and prospective marketing communication pathways.

Anahtar Kelimeler

Marketing communication, Social media, Artificial intelligence, Digital marketing

Kaynakça

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