Content Marketing: Bibliometric Analysis of Scopus Database

Öz

Today, due to ever-changing technological developments, consumers have easier access to more information about the products they want to buy. This situation has created the necessity for businesses to make changes in the way they communicate with consumers who have more information about products and in the traditional forms of marketing. With the increasing popularity of the Internet, the concept of content marketing has become important. The aim of this study is to conduct a bibliometric analysis of the studies on the concept of content marketing in the SCOPUS database. In this context, 433 studies including 319 articles, 109 full-text papers presented at conferences and 5 abstract papers presented at conferences, including the concept of "content marketing" scanned in SCOPUS, were obtained and these studies were analyzed by bibliometric analysis technique. It was found that the core journal with the most articles published is "Econtent"; the author with the most citations is Edward C Malthouse; the journal with the most citations is "Journal of Interactive Marketing"; the country with the most studies is the United States of America; the most frequently used words in study abstracts are "marketing" and "content" and the authors with the most studies are Liu Y, Ahmad and Ford.

Anahtar Kelimeler

• Marketing
• Content Marketing
• SCOPUS
• Bibliometric Analysis

İçerik Pazarlaması: Scopus Veritabanının Bibliyometrik Analizi

Öz

Günümüzde sürekli değişen teknolojik gelişmelere bağlı olarak tüketiciler, satın almak istedikleri ürünler ile ilgili daha çok bilgiye daha kolay ulaşmaktadırlar. Bu durum ürünler ile ilgili daha fazla bilgi sahibi olan tüketiciler ile işletmelerin iletişim kurma şekillerinde ve geleneksel pazarlama biçimlerinde değişiklikler yapma zorunluluğunu ortaya çıkarmıştır. İnternetin popülerliğinin de artmasıyla birlikte içerik pazarlaması kavramı önemli hale gelmiştir. Bu çalışmanın amacı; content marketing (içerik pazarlaması) kavramı ile ilgili yapılmış ve SCOPUS veri tabanında yer alan çalışmaların bibliyometrik analizini yapmaktır. Bu bağlamda SCOPUS’da taranan “content marketing (içerik pazarlaması)” kavramını içeren, 319’u makale, 109’u konferanslarda sunulmuş tam metin bildiri ve 5’i konferanslarda sunulmuş özet metin bildiri olmak üzere 433 çalışma elde edilmiş ve bu çalışmalar bibliyometrik analiz tekniği ile incelenmiştir. En çok makale yayınlanan çekirdek dergi “Econtent” dergisi; en fazla atıfı olan yazar Edward C Malthouse; en çok atıf yapılan dergi “Journal of Interactive Marketing”; en fazla çalışma yapılan ülkenin Amerika Birleşik Devletleri; çalışma özetlerinde en sık kullanılmış kelimelerin “marketing” ve “content” olduğu ve en fazla çalışmaları olan yazarların Liu Y, Ahmad ve Ford olduğu tespit edilmiştir.

Anahtar Kelimeler

• Pazarlama
• İçerik Pazarlaması
• SCOPUS
• Bibliyometrik Analiz

Kaynakça

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