E-POSTA PAZARLAMASI ALANINDA 1950-2019 YILLARI ARASINDA YAPILAN ÇALIŞMALARA YÖNELİK BİR ŞEMATİK YAZIN TARAMASI

Öz

E-posta pazarlaması internetin gelişimi ile ortaya çıkan elektronik bir pazarlama aracı olarak literatürde yer almaktadır. Şematik yazın taraması (mapping review) olarak gerçekleştirilen bu çalışmanın amacı, pazarlama aracı olarak ele alınan e-posta pazarlaması alanına dair bir öngörü sağlanmasıdır. Çalışmada 1950-2019 yılları arasında uluslararası akademik dergilerde yer alan pazarlama odaklı 57 e-posta pazarlaması çalışması incelenmiştir. Çalışmaların seçiminde anahtar kelime kullanılarak filtreleme gerçekleştirilmiş, doğrudan ilgili alana ve pazarlamaya yönelik olmayan çalışmalar kapsam dışında bırakılmıştır. İncelenen çalışmalar ile e-posta pazarlamasının teorik arka planınına, odaklandığı alanlara, ele alındığı sektörlere ve çalışmaların yönelimlerine dair sonuçlar elde edilmiştir. İncelenen çalışmaların 42’si ampirik, 15’i ise kavramsaldır. En çok çalışılan alanın tüketici davranışları olduğuna, en fazla sayıda yayının “Journal of Direct, Data and Digital Marketing Practice” dergisinde yer aldığına ve 2016 yılının 11 çalışma ile ilgili literatürde en çok yayının yapıldığı yıl olduğu sonucuna ulaşılmıştır. Çalışmada elde edilen sonuçlar ile farklı bir alana yönelmek isteyen akademisyenlere niş bir alan önerisi sunularak, e-posta pazarlaması literatüründe ele alınmamış olan alanlar gösterilmektedir.

Anahtar Kelimeler

• e-posta
• e-posta pazarlaması
• e-posta literatür taraması
• şematik yazın taraması

A MAPPING REVIEW OF STUDIES IN THE FIELD OF E-MAIL MARKETING BETWEEN 1950 AND 2019

Öz

E-mail marketing is included in the literature as an electronic marketing tool that emerges with the development of the internet. The puspose of this study, carried out as a mapping review, is to provide an insight into the field of e-mail marketing, which is considered as a marketing tool. In the study, 57 marketing focused e-mail marketing studies in international academic journals between 1950-2019 were examined. In the selection of the studies, filtering was carried out using keywords, and studies not directly related to the field and marketing were excluded. With the studies examined, results were obtained regarding the theoretical background of e-mail marketing, the areas it focuses on, the sectors it is addressed, and the orientations of the studies. 42 of the studies examined are empirical and 15 are conceptual. It has been concluded that the most studied area is consumer behavior, the highest number of publications are included in the journal “Journal of Direct, Data and Digital Marketing Practice” and that 2016 is the year in which the most publications were made in the literatüre related to 11 studies. With the results obtained in the study, a niche field proposal is presented to academicians who want to move to a different area, and the areas not covered in the e-mail marketing literature are shown.

Anahtar Kelimeler

• e-mail
• e-mail marketing
• e-mail marketing review
• mapping review

Kaynakça

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