Dijital Pazarlama Araştırmalarının Küresel Evrimi: Bibliyometrik Bir Analizle Kavramsal, Disiplinlerarası ve Teknolojik Yönelimlerin Haritalandırılması

Yıl 2025, Cilt: 9 Sayı: 18, 42 - 64, 25.12.2025

Faruk Dursun

https://doi.org/10.31006/gipad.1770675

Öz

Bu çalışma, dijital pazarlama alanındaki akademik üretimin entelektüel yapısını, araştırma eğilimlerini ve bilimsel iş birliklerin evrimini sistematik olarak analiz ederek disiplinin kavramsal gelişim dinamiklerini ortaya koymayı amaçlamaktadır. Scopus veri tabanından "dijital pazarlama" anahtar kelimesi ile 15 Ağustos 2025 tarihinde elde edilen 6,432 akademik yayın bibliyometrik analiz yöntemiyle incelenmiştir. Araştırmada Microsoft Excel ile betimsel analizler, VOSviewer 1.6.20 yazılımı ile ortak yazarlık ağları, kurum iş birlikleri ve anahtar kelime eş-oluşum haritaları oluşturulmuştur. Çalışma analizleri neticesinde dijital pazarlama literatürü 1980-2024 döneminde üç evrede geliştiği işaret edilmektedir: doğuş ve keşif (1980-2000), yavaş yükseliş (2001-2015) ve patlayıcı büyüme (2016-2024). 2021 sonrası %300'ü aşan büyüme kaydedilmiştir. Coğrafi dağılımda Hindistan (%15.2), ABD (%12.8), Endonezya (%8.4) ve Birleşik Krallık (%7.9) lider konumdadır. Disiplinsel dağılımda İşletme-Yönetim-Muhasebe (%47.3), Bilgisayar Bilimleri (%38.2) ve Sosyal Bilimler (%25.6) öne çıkmaktadır. Anahtar kelime analizi, "advertising" (103 tekrar), "artificial intelligence" (362 tekrar) ve "consumer behavior" (271 tekrar) kavramlarının merkezi rolünü göstermektedir. Dijital pazarlama, disiplinlerarası, veri odaklı ve teknolojik yeniliklere duyarlı bir alan olarak akademik olgunluğa ulaşmıştır. Yapay zeka, büyük veri ve deneyimsel teknolojilerin entegrasyonu alanın gelecek yönelimlerini belirlemektedir.

Anahtar Kelimeler

Dijital pazarlama , bibliyometrik analiz , bilimsel işbirlikleri , akademik eğilimler.

The Global Evolution of Digital Marketing Research: Mapping Conceptual, Interdisciplinary and Technological Trends with a Bibliometric Analysis

Öz

This study aims to reveal the conceptual development dynamics of the discipline by systematically analyzing the intellectual structure of academic production, research trends, and the evolution of scientific collaborations in the field of digital marketing. A total of 6,432 academic publications retrieved from the Scopus database using the keyword “digital marketing” on August 15, 2025, were analyzed using bibliometric analysis methods. In the study, descriptive analyses were performed using Microsoft Excel, and co-authorship networks, institutional collaborations, and keyword co-occurrence maps were created using VOSviewer 1.6.20 software. The results of the study indicate that the digital marketing literature developed in three stages between 1980 and 2024: birth and discovery (1980-2000), slow rise (2001-2015), and explosive growth (2016-2024). Growth exceeding 300% has been recorded since 2021. In terms of geographical distribution, India (15.2%), the US (12.8%), Indonesia (8.4%), and the UK (7.9%) are in the lead. In terms of disciplinary distribution, Business-Management-Accounting (47.3%), Computer Science (38.2%), and Social Sciences (25.6%) stand out. Keyword analysis highlights the central role of the concepts “advertising” (103 occurrences), “artificial intelligence” (362 occurrences), and “consumer behavior” (271 occurrences). Digital marketing has reached academic maturity as an interdisciplinary, data-driven, and technologically innovative field. The integration of artificial intelligence, big data, and experiential technologies is shaping the future direction of the field.

Anahtar Kelimeler

Digital marketing , bibliometric analysis , scientific collaborations , academic trends.

Kaynakça

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