Yönetim Bilişim Sistemleri ve Pazarlama Alanlarının Kesişim Noktaları: Bibliyometrik Bir İnceleme

Öz

Günümüzde bilimsel çalışmalar, farklı alanlardaki etkileşimleri anlamaya yönelik analizlere daha fazla odaklanmaktadır. Son yıllarda dijitalleşme ve veri odaklı karar alma süreçlerinin hız kazanmasıyla birlikte “yönetim bilişim sistemleri” ve “pazarlama” disiplinleri arasındaki etkileşim akademik literatürde dikkat çeken bir araştırma alanı haline gelmiştir. Yönetim bilişim sistemleri, işletmelerin bilgi teknolojilerinden stratejik düzeyde yararlanmasını sağlayan disiplinler arası bir alan olarak pazarlama faaliyetlerinin dijital dönüşüm sürecinde kritik bir rol üstlenmektedir. Bu çalışma, bu iki alan arasındaki akademik etkileşimi ortaya koymak amacıyla bibliyometrik bir analiz yöntemiyle gerçekleştirilen literatür taramasına dayanmaktadır. Bu kapsamda çalışmadaki veriler Web of Science (WoS) veri tabanından elde edilmiş, “information systems” ve “marketing” anahtar kelimeleri gözlem birimi olarak kabul edilmiştir. Yılları 2000-2024 arasında değişen, İngilizce dilinde yayımlanan makaleler listelenmiş ve toplamda 895 makaleye erişilmiştir. Çalışma kapsamında seçilen kriterler ile ulaşılan tüm yayınlar örnekleme dâhil edilmiş ve verilerin analiz edilmesi için VOSviewer programından yararlanılmıştır. Böylece, alandaki araştırma eğilimleri, öne çıkan yazarlar, dergiler ve tematik odak noktaları sistematik bir biçimde değerlendirilmiştir. Analiz sonuçları, yönetim bilişim sistemleri ve pazarlama alanlarının giderek birbirine entegre olduğunu, ABD başta olmak üzere önde gelen ülkelerin bu alanda yoğun akademik katkıda bulunduğunu ve belirli kurum ve yazarların ön plana çıktığını göstermektedir. Ayrıca, bibliyometrik bulgular, yapay zekâ, büyük veri analitiği, makine öğrenmesi ve dijital pazarlama gibi güncel teknolojilerin iki alanın kesişiminde önemli araştırma temaları hâline geldiğini ortaya koymaktadır. Bu bağlamda çalışma, hem akademik araştırmalar hem de uygulamaya yönelik çalışmalar için yönetim bilişim sistemleri ve pazarlama alanlarındaki temel eğilimleri ve odak noktalarını anlamada değerli bir kaynak sunmaktadır.

Anahtar Kelimeler

• Yönetim Bişilim Sistemeleri
• Pazarlama
• Pazarlama Bilgi Sistmeleri
• Bibliyometrik Analiz

Intersections of Management Information Systems and Marketing Fields: A Bibliometric Review

Abstract

Today, scientific studies are increasingly focusing on analyses aimed at understanding the interactions between different fields. With the acceleration of digitalization and data-driven decision-making processes in recent years, the interaction between the disciplines of “management information systems” and “marketing” has become a prominent research area in academic literature. Management information systems, as an interdisciplinary field that enables businesses to benefit from information technologies at a strategic level, plays a critical role in the digital transformation process of marketing activities. This study is based on a literature review conducted using a bibliometric analysis method to reveal the academic interaction between these two fields. In this context, the data in the study was obtained from the Web of Science (WoS) database, and the keywords “information systems” and “marketing” were accepted as the observation units. Articles published in English between the years 2000-2024 were listed, and a total of 895 articles were accessed. All publications accessed with the selected criteria were included in the sample, and the VOSviewer program was used for data analysis. Thus, research trends in the field, prominent authors, journals, and thematic focus areas have been systematically evaluated. The analysis results show that management information systems and marketing fields are increasingly integrated, with leading countries, particularly the USA, making significant academic contributions in this area, and certain institutions and authors standing out. Furthermore, bibliometric findings reveal that current technologies such as artificial intelligence, big data analytics, machine learning, and digital marketing have become important research themes at the intersection of the two fields. In this context, the study offers a valuable resource for understanding the fundamental trends and focus areas in management information systems and marketing, both for academic research and applied studies.

Keywords

• Management Information Systems
• Marketing
• Marketing Information Systems
• Bibliometric Analysis

Kaynakça

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