Halkla ilişkiler ve Reklamcılık Perspektifinden Yapay Zeka Çalışmaları: Ulusal Alan Yazının Bibliyometrik Analizi

Öz

Yapay zeka, insan zekasını gerektiren bazı işlerin makineler tarafından gerçekleştirilmesini sağlayan teknolojileri ifade etmektedir. Çeşitli mesleklere ilişkin uygulamaların gerçekleştiriliş biçimlerinde köklü değişiklikler meydana getiren yapay zeka teknolojilerinin akademik olarak incelendiği ve mesleki uygulamalarda kullanıldığı alanlar arasında halkla ilişkiler ve reklam ön plana çıkmaktadır. Yapay zekanın her iki alana yönelik etkileri, yapay zekanın halkla ilişkiler ve reklam alanındaki akademik araştırma ve incelemelerde artan bir ilgiyle karşılaşmasına neden olmuştur. Bu bilgilerden hareketle bu çalışma yapay zeka ile halkla ilişkiler ve reklamcılık arasındaki bağlantıların ulusal alan yazında ne şekilde ele alındığını ve konuya dair literatürün nasıl yapılandırıldığını tespit etmek üzere planlanmıştır. Çalışma ile bu alanlardaki araştırma eğilimlerinin ortaya konması amaçlanmıştır. Araştırmada, Dergipark sisteminde halkla ilişkiler, reklam ve yapay zeka anahtar kelimeleri ile yapılan taramada listelenen makaleler bibliyometrik analize tabi tutulmuştur. Elde edilen bulgular doğrultusunda yapay zeka ile halkla ilişkiler ve reklam bağlantısını ele alan makalelerin 2021 yılından itibaren yayımlanmaya başladığı tespit edilmiştir. Bulgular makalelerin temel odağını yapay zekanın halkla ilişkiler ve reklamcılığa etkileri konusunun oluşturduğuna işaret etmiş; her iki alan kapsamında yayımlanan makalelerde başvurulan araştırma yöntem ve tekniklerinin ise farklılaştığı ortaya konmuştur. Makalelerde yapay zekaya yönelik çoğunlukla olumlu bakış açısının sunulduğu görülmüştür.

Anahtar Kelimeler

• Yapay zeka
• halkla ilişkiler
• reklam
• bibliyometrik analiz

Artificial Intelligence Studies from the Perspective of Public Relations and Advertising: A Bibliometric Analysis of National Literature

Öz

Artificial intelligence refers to technologies that enable machines to perform some tasks that require human intelligence. The effects of artificial intelligence on public relations and advertising have caused artificial intelligence to attract increasing attention in academic research and studies in the field of public relations and advertising. Based on this information, this study is planned to determine how the connections between artificial intelligence and public relations and advertising are handled in the national literature and ho the literature on the subject is structured. The study aims to reveal the research trends in these fields. In the study, the articles listed in the search with the keywords public relations, advertising and artificial intelligence in the Dergipark system were subjected to bibliometric analysis. In the line with the findings obtained, it was determined that articles on the connection between artificial intelligence and public relations and advertising started to be published since 2021. The findings indicated that the main focus of the articles was on the effects of artificial intelligence on public relations and advertising, and it was revealed that the research methods and techniques used in the articles published in both fields differed. It was observed that the articles presented a mostly positive perspective towards artificial intelligence.

Anahtar Kelimeler

• Artificial intelligence
• public relations
• advertising
• bibliometric analysis

Kaynakça

1. Abi, K., Zakraoui, S., & Benahmed, A. (2021). Artificial Intelligence (AI).. Marketing touchpoints. International Journal of Economic Performance, 322-342.
2. Acar, H. M., & Tanyıldızı, N. İ. (2022). Reklamda yapay zekâ kullanımı: Ziraat Bankası# Senhepgülümse reklam filminde deepfake uygulamasının görsel anlatıya etkisi. Kastamonu İletişim Araştırmaları Dergisi, (8), 78-99.
3. Ameen, N., Sharma, G. D., Tarba, S., Rao, A., & Chopra, R. (2022). Toward advancing theory on creativity in marketing and artificial intelligence. Psychology & marketing, 39(9), 1802-1825.
4. Atalay, M., & Çelik, E. (2017). Büyük veri analizinde yapay zekâ ve makine öğrenmesi uygulamalari-artificial intelligence and machine learning applications in big data analysis. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 9(22), 155-172.
5. Bhatt, V. K. (2021). Assessing the significance and impact of artificial intelligence and machine learning in placement of advertisements. In 2021 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD) (pp. 1-6). IEEE.
6. Biswal, S. K. (2020). The space of artificial intelligence in public relations: the way forward. In A. J. Kulkarni & S. C. Satapathy (Eds.). Optimization in Machine Learning and Applications (pp. 169-176). Singapore: Springer.
7. Biswal, B. K., Choudhary, S. L., Dixit, R. S., Srivastava, P., & Kumar, M. (2023). Exploring the Ethical Use of Artificial Intelligence in Marketing and Advertising. Journal of Informatics Education and Research, 3(2).
8. Campbell, C., Plangger, K., Sands, S., Kietzmann, J., & Bates, K. (2022). How deepfakes and artificial intelligence could reshape the advertising industry: The coming reality of AI fakes and their potential impact on consumer behavior. Journal of Advertising Research, 62(3), 241-251.

9. Chen, H., Chan-Olmsted, S., Kim, J., & Sanabria, I. M. (2021). Consumers’ perception on artificial intelligence applications in marketing communication. Qualitative Market Research: An International Journal, 25(1), 125-142.
10. Chen, G., Xie, P., Dong, J., & Wang, T. (2019). Understanding programmatic creative: The role of AI. Journal of Advertising, 48(4), 347-355. Demirkol Z., (2021) Herkes için Yapay zekâ, Genç destek: İstanbul
11. Diwanji, V. S., Lee, J., & Cortese, J. (2022). Deconstructing the role of artificial intelligence in programmatic advertising: at the intersection of automation and transparency. Journal of Strategic Marketing, 1-18.
12. Doğru kampanya türünü seçme, https://support.google.com/google-ads/answer/2567043?sjid=2009767047238605325-EU, (Erişim Tarihi: 15.02.2024)
13. Donthu, N., Kumar, S., Mukherjee, D., Pandey, N. & Lim, W. M. (2021). How to conduct a bibliometric analysis: an overview and guidelines. Journal of Business Research, 133, 285-296. https://doi.org/10.1016/j.jbusres.2021.04.070.
14. En Liew, F. E. (2021). Artificial intelligence disruption in public relations: a blessing or a challenge?. Journal of Digital Marketing and Communication, 1(1), 24-28, https://doi.org/10.53623/ jdmc.v1i1.45.
15. Fry H., (2019) Merhaba Dünya – Makine Çağında İnsan Olmak, Hepkitap: İstanbul Galloway, C. & Swiatek, L. (2018). Public relations and artificial intelligence: it’s not (just) about robots. Public Relations Review, 44, 734-740. https://doi.org/10.1016/j.pubrev.2018.10.008.
16. Gao, B., Wang, Y., Xie, H., Hu, Y., & Hu, Y. (2023). Artificial Intelligence in Advertising: Advancements, challenges, and ethical considerations in targeting, personalization, content creation, and ad optimization. SAGE Open, 13(4), 21582440231210759.
17. IAB, Programatik Satın Alma Nedir? , https://iabtr.org/programatik-satin-alma-nedir, (Erişim tarihi: 15.02.2024)
18. Ilıcak Aydınalp, Ş. G. (2020). Halkla ilişkiler perspektifiyle yapay zekâ. Turkish Studies-Social, 15(4), 2283-2300. https://dx.doi.org/10.29228/TurkishStudies.42106
19. Kaplan, A. & Haenlein, M. (2019). Siri, Siri, in my hand: who’s the fairest in the land? On the interpretations, illustrations, an implications of artificial intelligence. Business Horizons, 62, 15- 25. https://doi.org/10.1016/j.bushor.2018.08.004.
20. Karaman, Ö. (2021). Yapay Zekâ Destekli Kişiselleştirme Algoritmalarının Tüketici Zihninde Filtre Balonu Yaratma Etkisinin İncelenmesi. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 12(32), 1339-1351.
21. Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial intelligence in advertising: How marketers can leverage artificial intelligence along the consumer journey. Journal of Advertising Research, 58(3), 263-267.
22. Kshetri, N. (2023). Generative Artificial Intelligence in Marketing. IT Professional, 25(5), 71-75.
23. Laux, J., Stephany, F., Russell, C., Wachter, S., & Mittelstadt, B. (2022). The Concentration-after-Personalisation Index (CAPI): Governing effects of personalisation using the example of targeted online advertising. Big Data & Society, 9(2), 20539517221132535.
24. Lexus films first ad written by AI, https://www.iabuk.com/news-article/lexus-films-first-ad-written-ai, (Erişim Tarihi: 20.02.2024)
25. Li, H. (2019). Special section introduction: Artificial intelligence and advertising. Journal of advertising, 48(4), 333-337.
26. Logan, N. & Waymer, D. (2024). Navigating artificial intelligence, public relations and race. Journal of Public Relations Research, 1-17. https://doi.org/10.1080/1062726X.2024.2308868.
27. McGuigan, L. (2019). Automating the audience commodity: The unacknowledged ancestry of programmatic advertising. New Media & Society, 21(11-12), 2366-2385.
28. Mohamed, K. & Altan Bayraktar, Ü. (2022). Artificial intelligence in public relations and association rule mining as a decision support tool. SSRG International Journal of Humanities and Social Science, 9(3), 23-32. https://doi.org/10.14445/23942703/IJHSS-V9I3P105.
29. Munandar, D. A. & Irwansyah, M. (2019, 12 November). Artificial intelligence disruption on public relations practice: what do practitioners think about it?, Proceedings of the 5th International Conference on Social and Political Sciences, 1-9, http://dx.doi.org/10.4108/eai.12-11- 2019.2293527.
30. Nair, K., & Gupta, R. (2021). Application of AI technology in modern digital marketing environment. World Journal of Entrepreneurship, Management and Sustainable Development, 17(3), 318-328.
31. Nobre, G. F. (2020). (17 Şubat 2024). Artificial intelligence (AI) in communications: journalism, public relations, advertising, and propaganda. https://www.researchgate.net/publication/343425849, 1-9. https://doi.org/10.13140/RG.2.2.33598.31040.
32. Odabaşı Y. ve Oyman M., (2019) Pazarlama İletişimi Yönetimi (19. Baskı) Mediacat: İstanbul Panda, G., Upadhyay, A. K. ve Khandelwal, K. (2019). Artificial intelligence: a strategic disruption in public relations. Journal of Creative Communications, 14(3), 196-213. https://doi. org/10.1177/097325861986.
33. Rodgers, S. (2021). Themed issue introduction: Promises and perils of artificial intelligence and advertising. Journal of Advertising, 50(1), 1-10.
34. Rodgers, W., & Nguyen, T. (2022). Advertising benefits from ethical artificial intelligence algorithmic purchase decision pathways. Journal of business ethics, 178(4), 1043-1061.
35. Say C., (2023) 50 Soruda Yapay zekâ (23. Baskı), Bilim ve Gelecek Kitaplığı: İstanbul
36. Seidenglanz, R. & Baier, M. (2023). The impact of artificial intelligence on the professional field of public relations/communications management: recent developments and opportunities. In A. Adi (Ed.), Artificial Intelligence in Public Relations and Communications: Cases, Reflections and Predictions (pp. 14-25). Berlin: Quadriga University of Applied Sciences.
37. Swiatek, L. & Galloway, C. (2023). Artificial intelligence and public relations, growing opportunities, questions, and concerns. In D. Pompper, K. R. Place & C. K. Weawer (Eds.), The Routledge Companion to Public Relations (pp. 352-362). London: Routledge.
38. Swiatek, L., Galloway, C., Vujnovic, M. & Kruckeberg, D. (2023). Humanoid artificial intelligence, media conferences and natural responses to journalists’ questions: the end of (human-to-human) public relations?, Public Relations Inquiry, 13(1), 1-9, https://doi.org/10.1177/2046147X2312218.
39. Şahin Başfırıncı, Ç. & Koç, N. (2023). İletişim alanındaki mesleklerde yapay zekâ uygulamaları: mevcut durum analizi ve alan yazın taraması. Karadeniz İletişim Araştırmaları Dergisi, 13(1), 121-148. https://doi.org/10.53495/e-kiad.1265999.
40. Tübitak (2024). (8 Nisan 2024). Bibliyometri nedir?. https://cabim.ulakbim.gov.tr/bibliyometrik-analiz/bibliyometrik-analiz-sikca-sorulan-sorular/
41. Unesco (2019). (19 Şubat 2024). Preliminary study on the ethics of artificial intelligence. https:// unesdoc.unesco.org/ark:/48223/pf0000367823.
42. Qin, X., & Jiang, Z. (2019). The impact of AI on the advertising process: The Chinese experience. Journal of Advertising, 48(4), 338-346.
43. Vakratsas, D., & Wang, X. (2020). Artificial intelligence in advertising creativity. Journal of Advertising, 50(1), 39-51.
44. Virmani, S. & Gregory, A. (2021). The AI and big data readiness report, assessing the public relations profession’s preparedness for an AI future. Chartered Institute of Public Relations.
45. Wu, L., & Wen, T. J. (2021). Understanding AI advertising from the consumer perspective: What factors determine consumer appreciation of AI-created advertisements?. Journal of Advertising Research, 61(2), 133-146.