Yapay Zekâ ve Influencer Pazarlamasının Kesişiminin Bibliyometrik Analiz ile İncelenmesi

Öznur Aktaş

doi:10.54439/gupayad.1505890

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Yapay Zekâ ve Influencer Pazarlamasının Kesişiminin Bibliyometrik Analiz ile İncelenmesi

Öz

Amaç: Bu çalışmanın temel amacı, bibliyometrik bir yaklaşımla yapay zekâ ve influencer kavramlarının birlikte ele alındığı mevcut araştırma eğilimlerini ve temel bulguları ortaya koyarak, gelecekte bu konuyla ilgili araştırma yapmak isteyen araştırmacılara yol göstermektir. Pazarlamacıların, yapay zekâyı pazarlama stratejilerinde giderek daha fazla kullanmaya başladıkları gözlemlenmiştir. Özellikle yapay zekâ ürünü olan yapay influencer kavramı, akademik dünyanın ilgisini çekmeye başlamıştır. Gereç ve Yöntem: 2008 yılından 4 Haziran 2024 tarihine kadar yayımlanan ve Scopus veri tabanında indekslenen, yapay zekâ (artificial intelligence) ve influencer konularını birlikte ele alan akademik yayınların bibliyometrik analizi yapılmıştır. Bu amaçla “R Studio” programının bibliyometrik paketi kullanılarak literatürdeki ana akımları ve ilişkileri ortaya çıkaracak birlikte oluşum ağ ve trend analizi yöntemleriyle analiz yapılmıştır. Bulgular: Elde edilen sonuçlar, yapay zekâ ile üretilen yapay influencer konusuna olan ilginin özellikle son yıllarda arttığını göstermektedir. Ayrıca, konu ile ilgili daha fazla yayına ihtiyaç olduğu tespit edilmiştir.

Anahtar Kelimeler

Yapay Zekâ (AI) , Influencer , Bibliyometrik Analiz , Bibliyometri , Influencer Pazarlama

Examining the Intersection of Artificial Intelligence and Influencer Marketing with Bibliometric Analysis

Abstract

Amaç: Bu çalışmanın temel amacı, bibliyometrik bir yaklaşımla yapay zekâ ve influencer kavramlarının birlikte ele alındığı mevcut araştırma eğilimlerini ve temel bulguları ortaya koyarak, gelecekte bu konuyla ilgili araştırma yapmak isteyen araştırmacılara yol göstermektir. Pazarlamacıların, yapay zekâyı pazarlama stratejilerinde giderek daha fazla kullanmaya başladıkları gözlemlenmiştir. Özellikle yapay zekâ ürünü olan yapay influencer kavramı, akademik dünyanın ilgisini çekmeye başlamıştır. Gereç ve Yöntem: 2008 yılından 4 Haziran 2024 tarihine kadar yayımlanan ve Scopus veri tabanında indekslenen, yapay zekâ (artificial intelligence) ve influencer konularını birlikte ele alan akademik yayınların bibliyometrik analizi yapılmıştır. Bu amaçla “R Studio” programının bibliyometrik paketi kullanılarak literatürdeki ana akımları ve ilişkileri ortaya çıkaracak birlikte oluşum ağ ve trend analizi yöntemleriyle analiz yapılmıştır. Bulgular: Elde edilen sonuçlar, yapay zekâ ile üretilen yapay influencer konusuna olan ilginin özellikle son yıllarda arttığını göstermektedir. Ayrıca, konu ile ilgili daha fazla yayına ihtiyaç olduğu tespit edilmiştir.

Keywords

Yapay Zekâ (AI) , Influencer , Bibliyometrik Analiz , Bibliyometri , Influencer Pazarlama

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

Yapay Zeka (Diğer) , Dijital Pazarlama , Tüketici Davranışı

Bölüm

Araştırma Makalesi

Yazarlar

Öznur Aktaş ^*
Türkiye

Erken Görünüm Tarihi

18 Kasım 2024

Yayımlanma Tarihi

30 Aralık 2024

Gönderilme Tarihi

27 Haziran 2024

Kabul Tarihi

28 Ekim 2024

Yayımlandığı Sayı

Yıl 2024 Cilt: 5 Sayı: 2

DOI

https://doi.org/10.54439/gupayad.1505890

IZ

https://izlik.org/JA79HP79CN

APA

Aktaş, Ö. (2024). Yapay Zekâ ve Influencer Pazarlamasının Kesişiminin Bibliyometrik Analiz ile İncelenmesi. Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi, 5(2), 83-104. https://doi.org/10.54439/gupayad.1505890