DİJİTAL PAZARLAMANIN GÖRSEL HARİTALAMA TEKNİĞİ İLE BİBLİYOMETRİK ANALİZİ

Öz

Dijital pazarlama, sürekli gelişen teknoloji ve değişen müşteri talep ve ihtiyaçları doğrultusunda oldukça önemli bir konumdadır. Dijital pazarlama ile ilgili çalışmaların son yıllarda artması nedeniyle, ilgili literatürde yer alan çalışmaları araştırmacılara bir arada sunmak amacıyla bu çalışma gerçekleştirilmiştir. Dijital pazarlama alanındaki literatürün incelendiği bu çalışma, dijital pazarlamadaki mevcut eğilimlere nicel tabanlı bir yaklaşım sunmaktadır. 1975 ve 2021 yılları arasında Web of Science veritabanındaki 858 dijital pazarlama verisini analiz etmek için Vosviewer kullanılmıştır. Çalışma, dijital pazarlama çalışmalarının tüm resmini ortaya koyarak, dijital pazarlamanın görsel bilgi yapısını ve evrimini göstermektedir. Bilimsel yayın faaliyet dinamizminin araştırıldığı bu çalışmayla dijital pazarlama alanında yapılacak diğer çalışmalara ışık tutacağı düşünülmektedir. Bu doğrultuda, dijital pazarlama alanındaki mevcut durumu ve etkili trendleri ortaya koymak adına araştırmacılara önemli bir referans sağlamaktadır.

Anahtar Kelimeler

• Dijital pazarlama literatürü
• Bibliyometrik analiz
• Bilim haritalama analizi
• VOSviewer
• Web of Science

BIBLIOMETRIC ANALYSIS OF DIGITAL MARKETING WITH VISUAL MAPPING TECHNIQUE

Öz

Digital marketing is a very important position in line with the ever-advancing technology and the changing customer demands and needs. Due to the increase in studies on digital marketing in recent years, this study has been carried out in order to present the studies in the relevant literature to researchers together. In this study, the literature in the field of digital marketing is examined. This study, which examines the literature in the field of digital marketing, offers a quantitative-based approach to current trends in digital marketing. The paper used Vosviewer to analyze 858 digital marketing records from the Web of Science database between 1975 and 2021. This paper explores the whole picture of digital marketing research and shows a visual information structure and evolution of digital marketing. It is thought that this study, in which the dynamism of scientific publication activity is investigated, will shed light on other studies in the field of digital marketing. In this direction, it provides an important reference for academics in order to show the current situation and effective trends in the digital marketing field.

Anahtar Kelimeler

• Digital marketing literature
• Bibliometric analysis
• Science mapping analysis
• VOSviewer
• Web of science

Kaynakça

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