Reklam ve Yapay Zeka İlişkisi: “Journal of Advertising" Dergisindeki Makalelerin Bibliyometrik Analizi

Yıl 2024, Cilt: 11 Sayı: 21, 104 - 126, 29.12.2024

Arzu Güngör , Nural İmik Tanyıldızı

https://doi.org/10.56133/intermedia.1533851

Öz

Yapay zeka teknolojisinin hızla yayılması, insan iş gücünün azaltılmasına ve sonuç odaklı çalışmaların daha pratik yapılmasına zemin hazırlamıştır. Bu durum yapay zekanın reklamcılık sektöründe de yer edinmeye başlamasını sağlamıştır. Yapay zekanın reklam süreci üzerindeki etkisi, reklam alanında yeniden bir yapılanmanın olabileceği düşüncesini doğurmaktadır. Geleneksel reklam çalışmalarına kıyasla yapay zeka kullanılarak oluşturulan reklamların bazı avantaj ve dezavantajları da beraberinde getirdiğini söylemek mümkündür. Yeni sayabileceğimiz bu kavramın reklam alanyazındaki konumunu bilmek gerekmektedir. Reklamcılık alanında yapay zeka ile ilgili bilimsel çalışmaların analizi, reklamda yapay zeka kullanımının gelişimi ve gelecekteki araştırmalar için çeşitli potansiyel yollar sunması açısından önemlidir. Bu araştırmada, Social Sciences Citation Index’te taranan “Journal of Advertising” dergisinde yayınlanan reklam ve yapay zeka makaleleri bibliyometrik analizle incelenmiştir. Araştırmanın amacı bibliyometrik ve çerçeveye dayalı bir analiz yaparak reklamda yapay zeka kullanımının gelişimini ortaya koymaktır. Araştırma sonucunda dergide konuyla ilgili ilk makalenin 2019 yılında yayınlandığı ve makalelerde, reklamda yapay zeka kullanımının daha çok teorik olarak ele alındığı görülmüştür. Yapılan analiz ile makalelerin daha çok programatik reklamcılık, hesaplamalı reklamcılık, çevrimiçi reklamlar, yapay zeka ile üretilen reklamlar, dijital veriler, chatbot reklamları ve yapay zeka Influencerları çerçevesinde şekillendiği ve incelendiği gözlemlenmiştir.

Anahtar Kelimeler

Reklam, Yapay Zeka, Journal Of Advertising, Bibliyometrik Analiz

Relationship Between Advertising and Artificial Intelligence: Bibliometric Analysis of Articles In The “Journal of Advertising"

Öz

The rapid spread of artificial intelligence technology has paved the way for a reduction in the human workforce and more practical result-oriented work. This situation has enabled artificial intelligence to gain a place in the advertising sector. The impact of artificial intelligence on the advertising process gives rise to the idea that there may be a restructuring in the field of advertising. Compared to traditional advertising studies, it is possible to say that advertisements created using artificial intelligence bring along some advantages and disadvantages. It is necessary to know the position of this new concept in the advertising literature. The analysis of scientific studies on artificial intelligence in advertising is important in terms of the development of the use of artificial intelligence in advertising and offering various potential avenues for future research. In this study, artificial intelligence in advertising articles published in the "Journal of Advertising", which is scanned in the Social Sciences Citation Index, were analyzed by bibliometric analysis. The aim of the research is to reveal the development of the use of artificial intelligence in advertising by conducting a bibliometric and framework-based analysis. As a result of the research, it was observed that the first article on the subject in the journal was published in 2019 and the use of artificial intelligence in advertising was mostly theoretical. With the analysis, it was observed that the articles were mostly shaped and examined within the framework of programmatic advertising, computational advertising, online ads, ads produced with artificial intelligence, digital data, chatbot ads and artificial intelligence influencers.

Anahtar Kelimeler

Advertising, Artificial Intelligence, Journal of Advertising, Bibliometric Analysis

Kaynakça

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