Dijital Pazarlama Üzerine Yapılan Çalışmaların Bibliyometrik Analizi

Yıl 2024, Cilt: 5 Sayı: Special Issue/Özel Sayı-Current Issues in Marketing Research/Pazarlama Araştırmalarında Güncel Konular, 32 - 46

Suzan Öcal

https://doi.org/10.54439/gupayad.1497309

Öz

Amaç: Bu çalışmanın amacı, literatürde “dijital pazarlama” kavramı ile ilgili yapılmış bilimsel çalışmalar özelinde kavramın evriminin, araştırma trendlerinin, bilimsel işbirliklerinin ve yapılan çalışmaların bir haritasının çıkarmaktır. Ayrıca çalışmada, sayısal veriler kapsamında, günümüzde örgütler açısından bir gereklilik haline gelen dijital pazarlamaya ilişkin mevcut literatürün bibliyometrik analiz kullanılarak sistemli bir özetinin araştırmacıların dikkatine sunulması, kavramla ilgili çalışma eğilimlerinin, bilimsel üretkenliğinin ve boşlukların tespit edilmesi amaçlanmıştır. Gereç ve Yöntem: Analiz birimi olarak Web of Science veri tabanında taranan ve 1661 makale türündeki makalelerin bibliyometrik verisi esas alınmıştır. Bulgular: Dijital pazarlama ile ilgili en çok 2023 yılında (345 adet) yapıldığı ve 2018 ile 2019 yılları arasında yayın sayılarında %102,8 ile en çok artışın olduğu sonucuna ulaşılmıştır. Tüm zamanlarda yapılan çalışmalarda ilk sırada %46,048 (1101 adet) ile Çalışma Ekonomisi bulunurken %2,426 (58 adet) ile Sağlık Bilimler Hizmetleri alanı en son sırada yer almıştır. Çalışmada “digital marketing” ile en çok yayın yapan sakas, damiaanos p, (15 adet), en çok atıf alan stephen, andrew t. (1046 adet), en çok bağlantı gücü sayısı stephen, andrew t. (189 adet), en çok yayın üreten ülke ABD (155 adet), en çok atıf alan ülke ABD (4609 adet) ve en çok bağlantı gücüne sahip olan ABD (512 adet) olduğu sonucuna ulaşılmıştır. Ayrıca çalışmalarda anahtar kelime yönünden en çok “digital marketing” (643 kez) kullanılırken bunu sırasıyla 132 adet ile “social media” ve 56 adet ile “marketing”`in takip ettiği görülmüştür. Sonuç: Dijital pazarlama alanındaki literatürde yapılmış çalışmaların bibliyometrik analiz ile tarandığı ve çeşitli boyutlarıyla incelendiği bu araştırma literatürde bu alanın farklı yönlerine ışık tutabileceği ifade edilebilir.

Anahtar Kelimeler

Dijital Pazarlama, Pazarlama, Sosyal Medya

Etik Beyan

ÇALIŞMA BİBLİYOMETRİK ANALİZ OLDUĞUNDAN ETİK KURUL ONAYI ALINMAMIŞTIR.

Bibliometric Analysis of Publications on Digital Marketing

Öz

Purpose: The aim of this study is to map the evolution of the concept, research trends, scientific collaborations and studies conducted on the concept of ‘digital marketing’ in the literature. In addition, within the scope of numerical data, it is aimed to present a systematic summary of the existing literature on digital marketing, which has become a necessity for organisations today, to the attention of researchers using bibliometric analysis, and to identify study trends, scientific productivity and gaps related to the concept. Materials and Method: The unit of analysis was based on the bibliometric data of 1661 articles scanned in the Web of Science database. Material and Method: The unit of analysis is based on the bibliometric data of 1661 articles scanned in the Web of Science database. Findings: It was concluded that the most articles on digital marketing were published in 2023 (345) and that there was the highest increase in the number of publications between 2018 and 2019 with 102.8%. In the studies conducted at all times, Labour Economics ranked first with 46.048% (1101 units), while the field of Health Sciences Services ranked last with 2.426% (58 units). In the study, it was concluded that sakas, damiaanos p, who made the most publications with ‘digital marketing’ (15 pieces), stephen, andrew t. (1046 pieces), stephen, andrew t. (189 pieces), the country that produced the most publications was USA (155 pieces), the country that received the most citations was USA (4609 pieces) and the country with the most connection power was USA (512 pieces). In addition, it was observed that ‘digital marketing’ (643 times) was used the most in terms of keywords in the studies, followed by ‘social media’ (132 times) and ‘marketing’ (56 times). Result: We can state that this research, in which the studies in the literature in the field of digital marketing are scanned with bibliometric analysis and examined with various dimensions, can shed light on different aspects of this field in the literature.

Anahtar Kelimeler

Digital Marketing, Marketing, Social Media

Kaynakça

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