DIGITAL HEALTH MARKETING LITERATURE: A BIBLIOMETRIC AND CONTENT ANALYSIS

Öz

This study aims to examine academic publications in the field of digital health marketing through bibliometric and content analysis, in order to identify current trends, research gaps, and future directions. The analyses revealed that topics such as e-health, mobile health applications, and telemedicine are prominent in digital health technologies. It was observed that research in this field increased rapidly after the COVID-19 pandemic. The United States was found to be the leading country in terms of both publication and citation counts, while China ranked high in publication volume but remained behind in academic impact. The findings indicate that artificial intelligence, data security, and innovative strategies to enhance user engagement will be significant areas of future research in digital health marketing.

Anahtar Kelimeler

• Digital health marketing
• E-health
• Telehealth
• Mobile health applications
• Artificial intelligence in healthcare

Etik Beyan

The data used in this study is publicly available from WOS by this link: https://www.webofscience.com/wos/woscc/summary/f4789b17-2ebf-4c07-aa30-3c9461252b2e-01521c2c53/relevance/1 Since the study involves only secondary data with no identifiable personal information, ethical approval was not required.

DİJİTAL SAĞLIK PAZARLAMASI YAZINI: BİBLİYOMETRİK VE İÇERİK ANALİZİ

Öz

Bu çalışma, dijital sağlık pazarlaması alanındaki akademik literatürü bibliyometrik ve içerik analizi yöntemleriyle incelemektedir. Web of Science veri tabanında yapılan kapsamlı tarama sonucunda 2000–2025 yılları arasında yayımlanmış makaleler analiz edilmiştir. Çalışmada, yayın performansı, atıf yapısı, en üretken yazarlar, kurumlar ve ülkeler belirlenmiş; ayrıca anahtar kelime analizi ve bilim haritası teknikleri kullanılarak alanın tematik yönelimleri ortaya konmuştur. Bulgular, dijital sağlık pazarlaması literatüründe yayın sayısının özellikle COVID-19 pandemisi sonrasında hızlı bir artış gösterdiğini ve araştırmaların büyük ölçüde e-sağlık, mobil sağlık uygulamaları, tele-tıp ve oyunlaştırma gibi temalarda yoğunlaştığını ortaya koymaktadır. ABD yayın sayısı ve atıf etkisinde ön planda yer alırken, Çin yüksek yayın performansına rağmen daha düşük uluslararası etkiye sahiptir. Türkiye’de ise konuya yönelik akademik ilginin sınırlı olduğu görülmektedir. Çalışma, literatürdeki boşlukları vurgulamakta ve gelecekteki araştırmalara yön verebilecek tematik alanları işaret etmektedir.

Anahtar Kelimeler

• Dijital sağlık pazarlaması
• E-sağlık
• Tele-sağlık
• Mobil sağlık uygulamaları
• Sağlıkta yapay zekâ

Etik Beyan

Bu çalışmada kullanılan veriler WOS'tan şu bağlantıdan kamuya açıktır: https://www.webofscience.com/wos/woscc/summary/f4789b17-2ebf-4c07-aa30-3c9461252b2e-01521c2c53/relevance/1 Çalışma yalnızca ikincil veriler içerdiğinden ve tanımlanabilir kişisel bilgi içermediğinden etik onay gerekmemektedir.

Kaynakça

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