Content Marketing: Bibliometric Analysis of Scopus Database

Yıl 2024, Cilt: 9 Sayı: 1, 179 - 196, 30.06.2024

Derya Kutlu

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

• Ahmad, N.S., Musa, R., & Harun, M.H.M. (2016). The impact of social media content marketing (SMCM) towards brand health. Procedia Economics and Finance, 37, 331-336.
• Al, U. (2008). Bilimsel Yayınların Değerlendirilmesi: H-Endeksi ve Türkiye’nin Performansı. Bilgi Dünyası, 9(2), 263–285. https://doi.org/10.15612/bd.2008.307
• Alan, A. (2019). İçerik Pazarlaması/Müşteriye Bilgi Sunma Sanatı. Kriter Yayınevi.
• Alikılıç, I. (2021). İletışım ve İletışım Araştirmalarinda R Studio ıle Verı Görselleştırme. İksad Yayınevi.
• Ansari, S., Ansari, G., Ghori, M., & Kazi, A. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights (JPVAI), 2(2), 5-10.
• Aria, M. & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959-975.
• Arrese, A., & Perez-Latre, F. (2017). The rise of brand journalism. In G. Siegert, M. B. Rimscha, & S. Grubenmann (Eds.), Commercial communication in the digital age: Information or disinformation?, (pp.121–139).
• Baltes LP (2015). Content Marketing-The Fundamental Tool of Digital Marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences: Series V, 8(2): 111-118.
• Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R. T., Keiningham, T., Andreassen, T. W., Donthu, N., & Carl, W. (2013). Beyond Traditional Word-Of-Mouth: An Expanded Model of Customer-Driven Influence. Journal of Service Management, 24(3), 294–313.
• Bowden, J., & Mirzaei, A. (2021). Consumer Engagement Within Retail Communication Channels: An Examination of Online Brand Communities and Digital Content Marketing Initiatives. Eur. J. Market. 55 (5), 1411–1439.
• Bradford, S. C. (1934). Sources of Information on Specific Subjects. Engineering, 137, 85-86.
• Brenner, M. (2021). What is Content Marketing, Really? Marketing Insider Group https://marketinginsidergroup.com/content-marketing/what-is-content-marketing/
• Bu, Y., Parkinson, J., & Thaichon, P. (2021). Digital Content Marketing As A Catalyst For E-WOM in Food Tourism. Australasian Marketing Journal, 29(2),142-154.
• Bütüner, O. (2022). Kalite Yönetim Sistemi Kavramının Bibliyometrik Analizi. İşletme Araştırmaları Dergisi, 14(3), 2565-2590.
• Dakouan, C., Benabdelouahede, R., & Anabır, H. (2019). Inbound Marketing vs. Outbound Marketing: Independent or Complementary Strategies. Expert Journal of Marketing, 7(1), 1-6.
• Diachuk, I., Britchenko, I., & Bezpartochnyi, M. (2019). Content Marketing Model for Leading Web Content Management. Advances in Social Science. Education and Humanities Research, 318, 119-126.
• Dönbak, E. R. (2020). Kültür ve Turizm Araştırmalarının Bilim Haritalama Teknikleri ile Bibliyometrik Analizi. Journal of Travel and Tourism Research, 17, 52-78.
• Dudharejia, M. (2020), Why Brands Need Content Marketing during the COVID-19 Pandemic. (Erişim Tarihi: 25.12.2023), https://www.e2msolutions.com/blog/ brands-content-marketing-covid-19-pandemic/
• Dunakhe, K., & Panse, C. (2022). Impact of Digital Marketing–A Bibliometric Review. International Journal of Innovation Science, 14(3/4), 506-518. doi: 10.1108/IJIS-11-2020-0263.
• Elısa, R., & Gordını, N. (2014). Content Marketing Metrics: Theoretical Aspects and Empirical Evidence. European Scientific Journal, 10(34), 92-104.
• Fox, A. K., Nakhata, C., & Deitz, G. D. (2019). Eat, Drink, and Create Content: A Multi-Method Exploration of Visual Social Media Marketing Content. International Journal of Advertising, 38(3), 450-470.
• Gates, B. (1996). Content Is Kıng By Bıll Gates. (Erişim Tarihi: 05.04.2024), https://www. craigbailey.net/content-is-king-by-bill-gates/
• Gaurav, G., Singh, A. B., Mistry, S., Gupta, S., Dangayach, G. S., & Meena, M. L. (2021). Recent Progress of Scientific Research on Life Cycle Assessment. Materials Today: Proceedings, 47, 3161-3170
• Goes, P. B., Mingfeng, L., & Ching-man Au, Y. (2014). Popularity Effect" in User-Generated Content: Evidence from Online Product Reviews. Information Systems Research, 25(2), 222-238. doi:10.1287/isre.2013.0512
• Goldstein, J. (2013). Content Marketing: The Smart Way to Grab Attention. ABA Bank Marketing, 45(10): 26-29.
• Gözen, E. (2020). Rekreasyon Bilim Alanının Geçmişten Günümüze Bibliyometrik Analizi. Gaziantep University Journal Of Social Sciences,19 (2), 572-588.
• Greaves, R. (2022). Ecommerce Content Marketing – A Beginners Guide for 2022. (Erişim Tarihi: 05.04.2024), https://ecommerce-platforms.com/articles/ecommerce-content-marketing-guide
• Gurjar, P., Kaurav, R.P.S., & Thakur, K. (2019). Content Marketing: Concepts and Its Relevance in The Tourism Industry. Content Marketing: Concepts and Its Relevance in The Tourism Industry. Proceedings of 10th International Conference on Digital Strategies for Organizational Success, pp. 289-297.
• Handley, ., & Chapman, C.C. (2017). Dijital Çağda İçerik Yönetiminin Kuralları. Zeynep Kökkaya (Çev). İstanbul: MediaCat Yayınları.
• Harad, C. C. (2013). Content Marketing Strategies to Educate and Entertain. Journal of Financial Planning, 26(3): 18-20.
• Heimbach, I., & Hinz, O. (2018). The Impact of Sharing Mechanism Design on Content Sharing in Online Social Networks. Information Systems Research, 29(3): 592-611. https://doi.org/10.1287/isre.2017.0738
• Hipwell, K., & Reeves, M. (2013). How to Use Content to Grip Your Audience Like a Broadcaster. Journal of Brand Strategy, 2(1), 63-75.
• Holland, A. (2021). E-commerce content marketing: 7 tips. BKA Content. (Erişim Tarihi: 05.04.2024), https://www.bkacontent.com/ecommerce-content-marketing/
• Hörner, T. (2023). Advertising impact and controlling in content marketing: recognize impact mechanisms, optimize controlling and adapt strategy. Springer.
• Hristova, G. (2013). Content Marketing for Business to Business, Namics AG, Bederstrasse, Zurich. (Erişim Tarihi: 05.04.2024), https://www.namics.com/wp-content/uploads/2016/07/The-Marketing-Evolution- Content-Marketing-for-B2B_Print.pdf.
• Jefferson, S., & Tanton, S. (2015). Valuable Content Marketing: How to Make Quality Content Your Key to Success. Kogan Page Publishers.
• Kokol, P., Blažun Vošner, H., & Završnik, J. (2021). Application of Bibliometrics in Medicine: A Historical Bibliometrics Analysis. Health Information & Libraries Journal, 38(2), 125-138.
• Kotler, P., Kartajaya, H., & Setiawan, I. (2020). Marketing 4.0. Wiley.
• Kurutkan, M. N. (2018). Bilim Haritalama, Bibliyometrik Analiz ve Kitap İle İlgili Genel Hususlar. MN Kurutkan, F. Orhan (Ed.), Sağlık Politikası Konusunun Bilim Haritalama Teknikleri ile Analizi, 2-12.
• Lieb, R. (2011). Content Marketing: Think Like A Publisher. How To Use Content To Market Online and In Social Media. Indianapolis: Que Publishing.
• Liu, HW., & Huang, HC. (2015). Tradeoff Between Push and Pull Strategy: The Moderating Role of Brand Awareness. In: Spotts, H. (eds) Marketing, Technology and Customer Commitment in the New Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11779-9_98
• Lopes, A.R. & Casais, B. (2022). Digital Content Marketing: Conceptual Review and Recommendations for Practitioners. Academy of Strategic Management Journal, 21(2),1-17.
• Lou, C., & Xie, Q. (2021). Something Social, Something Entertaining? How Digital Content Marketing Augments Consumer Experience and Brand Loyalty. International Journal of Advertising, 40(3), 376-402.
• Mahendra, F. Z., & Nugroho, D. A. (2021). Pengaruh Content Marketing Terhadap Purchase Intention Pada Fan Apparel Dengan Customer Engagement Sebagai Variable Mediasi (Studi pada Akun Instagram @authenticsid). Jurnal Ilmiah Mahasiswa FEB, 9(2).
• Mallipeddi, R., Kumar, S., Sriskandarajah, C., & Zhu, Y. (2022). A Framework for Analyzing Influencer Marketing in Social Networks: Selection and Scheduling of Influencers. Manag. Sci. 68 (1), 75–104.
• Martín-Martín, A., Orduna-Malea, E., Thelwall, M., & López-Cózar, E. D. (2018). Google Scholar, Web of Science, and Scopus: A systematic Comparison of Citations in 252 Subject Categories. Journal of Informetrics, 12(4), 1160- 1177.
• Mathew, V., & Soliman, M. (2021). Does Digital Content Marketing Affect Tourism Consumer Behavior? An Extension of Technology Acceptance Model. Journal of Consumer Behaviour, 20(1), 61–75.
• Myllys, J. (2015). The Role of Content Marketing in Company Branding. Bachelor’s Thesis. LUT School of Business and Management, International Business.
• Nagy, S., & Hadju, G. (2019). The Relationship between Content Marketing and The Elements of the Traditional Marketing Communication Mix”, Xхvіі Internatıonal Scıentıfıc-Practıcal Conference Microcad, Kharkiv, Ukraine. volume: The Four Parts Issn 2222-2944
• Nebioğlu, O. (2019). Turizm ve Yiyecek Tüketimi: Uluslararası Alanyazın Üzerine Bibliyometrik Bir Analiz. Seyahat ve Otel İşletmeciliği Dergisi, 16(1), ss.71-88.
• Neff, J. (2015). Is it content or is it advertising?. (Erişim Tarihi: 02.03.2024), http://adage.com/article/ad-age-research/content-advertising/ 300858/
• Odden, L. (2013). Engaging more Influencers and Buyers With Content Marketing. Public Relations Tactics, 20(8), 18.
• Pearlman, S., Guglielmetti, N., & Listfield, E. (2014). Ten Rules for Effective Branded Content: Experience from Skype. Journal of Brand Strategy, 3(1), 12-17.
• Pektaş, S. Y., & Hassan, A. (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology, 6(1), 79-98.
• Penpece, D. (2013). Dijital İçerik Pazarlaması. Adana: Karahan Kitabevi.
• Poradova M (2020). Content Marketing Strategy and Its Impact on Customers Under the Global Market Conditions. In the SHS Web of Conferences: The 19th International Scientific Conference Globalization and its Socio-Economic Consequences 2019–Sustainability in the Global-Knowledge Economy, EDP Sciences, Rajecke Teplice, Slovakia: 74: 01027. https://doi.org/10.1051/shsconf/20207401027
• Pritchard, A. (1969). Statistical Bibliography or Bibliometrics? Journal of Documentation. Journal of Documentation, 25, 348-349.
• Pulizzi, J., & Barrett, N. (2009). Get Content, Get Customers. New York: McGraw Hill.
• Pulizzi, J. (2016). What Content Marketing’s History Means for Its Future. (Erişim Tarihi: 09.03.2024), http:// contentmarketinginstitute.com/2013/09/content-marketing-history-and-future/
• Rahimnia, F., & Hassanzadeh, J. F. (2013). The Impact of Website Content Dimension and E-Trust on E-Marketing Effectiveness: The Case of Iranian Commercial Saffron Corporations. Information & Management, 50(5), 240-247. doi:10.1016/j.im.2013.04.003
• Rowley, J. (2008). Understanding Digital Content Marketing. Journal of Marketing Management, 24(5/6), 517-540. doi: 10.1362/026725708X325977
• Rubio, PC. (2019). El marketing de contenidos en la estrategia de growth hacking en la nueva economía. Los casos de Wallapop, Westwing y Fotocasa. adComunica: Revista científica de estrategias, tendencias e innovación en comunicación, 17: 105-116. https://doi.org/10.6035/2174-0992.2019.17.7
• Öztürk, O., & Gürler, G. (2022). Bir literatür incelemesi aracı olarak bibliyometrik analiz. Nobel Yayınevi
• Seymour, C. (2014). All Content is Personal. Econtent, 37(6), 20-25.
• Shareef, M. A., Dwivedi, Y. K., Kumar, V., & Kumar, U. (2017). Content design of advertisement for consumer exposure: Mobile marketing through short messaging service. International Journal of Information Management, 37(4), 257-268.
• Solomon, S. (2013). Content Enjoys a Glorious Reign. Marketing Health Services, 33(2), 8-9.
• Sullivan, H. (2013). Amplified influence: Story Marketing can Power your PR program in the New Year. Public Relations Tactics, 20(1), 14.
• Swain, A., & Cao, Q. (2014). Impact of online firm generated content (FGC) on supply chain performance: An empirical analysis. In 2014 47th Hawaii International conference on system sciences (pp. 561-573).
• Świeczak, W. (2012). Content Marketing As an Important Element of Marketing Strategy of Scientific Institutions. Transactions of the Institute of Aviation. 226, 133-150.
• Tokatlı, D. 2015, Marka Bilinirliğinin Tüketici Satın Alma Kararına Etkisi. Yüksek Lisans Tezi, Adnan Menderes Üniversitesi, Aydın.
• van Raan, A. F. J. (2005). For your citations only? Hot Topics in Bibliometric Analysis. Measurement: Interdisciplinary Research and Perspectives, 3(1), 50–62.
• Wagner, S., & Boatright, B. (2019). Generating and Framing Content: Strategic Multi-Platform Content Marketing in Academic Libraries. Public Services Quarterly, 15(1): 59-67. https://doi.org/10.1080/15228959.2018.1555074
• Wall, A., & Spinuzzi, C. (2018). The Art of Selling-Without-Selling: Understanding the Genre Ecologies of Content Marketing. Technical Communication Quarterly, 27(2): 137-160. https://doi.org/10.1080/10572252.2018.1425483
• Walton M. (2020). The History of Content Marketing. (Erişim Tarihi: 25.03.2024), https://www.copypress.com/blog/history-content-marketing/
• Wang, W.L., Malthouse, E.C., Calder, B., & Uzunoglu, E. (2019). B2B Content Marketing for Professional Services: In-Person vs Digital Contacts. Industrial Marketing Management, 81, 160-168.
• Wang, R., & Chan-Olmsted, S. (2020). Content Marketing Strategy of Branded YouTube Channels. Journal of Media Business Studies, 1-23.
• Weerasınghe, K. (2018). Impact of Content Marketing Towards the Customer Online Engagement. International Journal of Research in Business, Economics and Management, 2 (3), 217-224.
• Wulf, K., Schillewaert, N., Muylle, S., & Rangarajan, D. (2006). The Role of Pleasure in Web Site Success. Information & Management, 43(4), 434-446.
• Yeniçeri, B. (2020). Bir e-ticaret stratejisi: içerik pazarlaması, Yeni Medya, 2020(8), 26-40.
• Marketing insider group (2018). The Ultimate guide to content Marketing. (Erişim: 15.01.2024), https://go.marketinginsidergroup.com/ultimate-marketing-contentguide? utm_source=slim-banner
• akademi.icerikbulutu. (2024). İçerik Pazarlaması Trendleri. (Erişim: 25.12.2023), https://akademi.icerikbulutu.com/blog/2024-icerik-pazarlamasi-trendleri/
• hubspot (2024). Marketing Statistics. (Erişim: 13.01.2024), https://www.hubspot.com/marketing-statistics
• contentmarketinginstitute (2024). What is the content marketing. (Erişim: 13.01.2024), https://contentmarketinginstitute.com/what-is-content-marketing/
• statista (2024). digital-population-worldwide. (Erişim: 15.01.2024), https://www.statista.com/statistics/617136/digital-population-worldwide/; 2024.
• statista (2019). companies-with-defined-content-marketing-strategies. (Erişim: 15.01.2024), https://www.statista.com/statistics/251437/companies-with-defined-content-marketing-strategies-worldwide/
• statista (2022). content-marketing-spending-worldwide. (Erişim: 15.01.2024), https://www.statista.com/statistics/265349/content-marketing-spending-worldwide/
• trends Google (2024). Content marketing. (Erişim: 15.01.2024), https://trends.google.com/trends/explore?date=all_2008&gprop=images&q=content%20marketing&hl=tr, 2024