Kadın Sporlarında Pazarlama ve Sponsorluk Araştırmalarının Küresel Görünümünün Bibliyometrik Haritalandırılması

Öz

Bu çalışma, hızla genişlemesine rağmen analitik açıdan henüz keşfedilmemiş bir alan olan kadın sporlarında pazarlama ve sponsorluk araştırmalarına ilişkin sistematik bir bibliyometrik haritalama sunmaktadır. Veriler, Web of Science Core Collection'dan elde edilmiştir. PRISMA kılavuzluğunda yapılan taramanın ardından, 1993 ile 2026 yılları arasında yayınlanan 97 makaleden oluşan nihai bir külliyat analiz edilmiştir. Tanımlayıcı istatistikler yayın eğilimlerini, dergi dağılımını ve atıf kalıplarını incelemiş, tematik kümeleri belirlemek için ise VOSviewer kullanılarak anahtar kelime eş-görünüm analizi yapılmıştır. Zamansal analiz, 2022'den sonra belirgin bir hızlanma olduğunu ortaya koymaktadır; tüm yayınların neredeyse yarısı, çalışma döneminin son dört yılında ortaya çıkmıştır. NCAA'nın İsim, İmaj ve Benzerlik politikası ve 2023 FIFA Kadınlar Dünya Kupası gibi yapısal katalizörler, bu değişimin zamanlamasını açıklamaya yardımcı olmaktadır. Yayınlar iletişim, sosyoloji ve spor yönetimi dergilerine dağılmış olup, tarihsel olarak kritik sosyal bilim yayınlarına doğru bir cinsiyet temelli kayma ve tek bir disiplinel yuvanın yokluğunu yansıtmaktadır. Alıntı kalıpları, olgunlaşmış bir alan olmaktan ziyade, henüz oturma aşamasında olan bir alanla tutarlı bir şekilde, az sayıda temel eserin etrafında yoğunlaşmaktadır. Birlikte görülme analizinden beş tematik küme ortaya çıkmaktadır: post-feminist reklamcılık eleştirisi, sosyo-kurumsal ticari yönetişim, dijital kimlik müzakeresi, cinsiyet odaklı medya tüketim dinamikleri ve stratejik kişisel markalaşma. Bu bulgular, sentezlenmeden gelişen bir literatür için yapısal ve yorumlayıcı bir temel oluşturmaktadır. Kişisel markalaşma kümesinin zayıflığı ve eleştirel ile uygulamalı araştırma gelenekleri arasındaki çözülmemiş gerilim, alanın gerçek teorik olgunluğa ulaşmak için hangi alanlara yatırım yapması gerektiğini ortaya koymaktadır.

Anahtar Kelimeler

• Bibliyometrik analiz
• kadın sporları
• spor sponsorluğu
• spor pazarlaması
• tematik haritalama

Bibliometric Mapping of the Global Research Landscape of Marketing and Sponsorship in Women’s Sports

Öz

This study offers a systematic bibliometric mapping of marketing and sponsorship research in women's sport, a field that has expanded rapidly yet remained analytically uncharted. Data were retrieved from the Web of Science Core Collection. Following PRISMA-guided screening, a final corpus of 97 articles published between 1993 and 2026 was analyzed. Descriptive statistics examined publication trends, journal distribution, and citation patterns, while keyword co-occurrence analysis was conducted using VOSviewer to identify thematic clusters. The temporal analysis reveals a pronounced acceleration after 2022, with nearly half of all publications appearing in the final four years of the study period. Structural catalysts including the NCAA's Name, Image, and Likeness policy and the 2023 FIFA Women's World Cup help explain the timing of this shift. Publications are distributed across communication, sociology, and sport management journals, reflecting a historically gendered displacement toward critical social science outlets and the absence of a single disciplinary home. Citation patterns concentrate around a small number of foundational works, consistent with a consolidating rather than mature field. Five thematic clusters emerge from the co-occurrence analysis: post-feminist advertising critique, socio-institutional commercial governance, digital identity negotiation, gendered media consumption dynamics, and strategic personal branding. These findings establish a structural and interpretive baseline for a literature that has grown without synthesis. The thinness of the personal branding cluster and the unresolved tension between critical and applied research traditions identify where the field must invest to achieve genuine theoretical maturity.

Anahtar Kelimeler

• Bibliometric analysis
• women's sport
• sport sponsorship
• sport marketing
• thematic mapping

Kaynakça

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