Araştırma Makalesi
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BIBLIOMETRIC ANALYSIS OF THE INTERNET OF THINGS FROM A MARKETING PERSPECTIVE

Yıl 2023, , 153 - 170, 22.06.2023
https://doi.org/10.54452/jrb.1181367

Öz

The main purpose of this study is to examine the structure and dynamics of scientific publications on the "Internet of things" in terms of marketing. The study aims to reveal contemporary research trends and patterns in the field of the Internet of Things (IoT) so that social scientists new to the discipline can be guided in the right direction while studying this phenomenon. Accordingly, the study analyzes the publications on the relationship between Internet of Things and marketing presented in the highly reliable Web of Science database until 2022.
The research object is a pool of scientific publications indexed by the keywords "Internet of Things" and "Marketing" in the Web of Science database. The literature review has been done in article titles, abstracts, and keywords. This study includes data from 2008 to 2022 published in the mentioned subject areas. In the study, it has been tried to show the dynamics of publication efficiency and emphasize effective articles and reliable journals with the bibliometric analysis method. In addition, in the study, keyword associations in the articles, the number of publications of the countries, and the language they use were tried to be visualized.
This study, which focuses on addressing the latest situation of IoT in social sciences in its relationship with marketing and systematically synthesizing future research directions, reveals its originality in order to guide and raise awareness for many marketers, considering that the trend in the field of marketing has not yet reached the expected level.
In this context, bibliometric analysis was carried out through VOSviewer in order to convey the areas where the Internet of Things and the studies conducted together in the field of marketing are related and the authors-country-institution-journals that contribute the most to this field. The obtained data were interpreted through tables and maps and discussed in the conclusion part.

Kaynakça

  • Abashidze, I., & Dąbrowski, M. (2016). Internet of Things in marketing: opportunities and security issues. Management Systems in Production Engineering. 4 (24). 217-221.
  • Ashton, K. (2009). That ‘internet of things’ thing. RFID Journal, 22(7), 97–114.
  • Atzori, L., Iera, A., & Morabito, G. (2010). The internet of things: A survey. Computer Networks, 54(15), 2787-2805. Doi: 10.1016/j.comnet.2010.05.010
  • Bayuk, M. N., & Öz, A. (2017). Nesnelerin İnterneti ve İşletmelerin Pazarlama Faaliyetlerine Etkileri. Academic Journal of Social Studies, 5(43), 41-58.
  • Crowley, J., & Coutaz, J. (2015) An ecological view of smart home technologies, In Proceedings of European Conference on Ambient Intelligence, 11 – 13 November 2015, (pp 1–16), Athens, Greece: Springer International Publishing.
  • Dutton, W. (2014). Putting things to work: Social and policy challenges for the Internet of things. Info, 16(3), 1–21.
  • Donthu, N., Kumar, S., & Pattnaik, D. (2020). Forty-five years of journal of business research: a bibliometric analysis. Journal of Business Research, 109, 1-14.
  • Donthu, N., Kumar, S., Pandey, N., & Lim, W. M. (2021). Research constituents, intellectual structure, and collaboration patterns in Journal of International Marketing: An analytical retrospective. Journal of International Marketing, 29(2), 1-25.
  • Erfanmanesh, M. and Abrizah, A. (2018), “Mapping worldwide research on the internet of things during 2011–2016”, The Electronic Library, Vol. 36 No. 6, pp. 979-992.
  • Gupta, N. (2021). Trends in IoT research: A bibliometric and science mapping analysis of internet of things. Library Philosophy and Practice, 0_1-18.
  • Jara, A. J., Parra, M. C., & Skarmeta, A. F. (2012). Marketing 4.0: A new value added to the Marketing through the Internet of Things. In 2012 sixth international conference on innovative mobile and internet services in ubiquitous computing (pp. 852-857). IEEE.
  • Kannan, P. (2017). Digital marketing: A framework, review, and research agenda. International Journal of Research in Marketing, 34(1), 22–45.
  • Khan, M. A., Pattnaik, D., Ashraf, R., Ali, I., Kumar, S., & Donthu, N. (2021). Value of special issues in the journal of business research: A bibliometric analysis. Journal of Business Research, 125, 295-313.
  • Koç, E. & Şimşek, A. İ. (2021). A Bibliometric Analysis of Green Productivity Concept. Journal of Business Science, 9(3), 393-418.
  • Li, S., Xu, L. D., & Zhao, S. (2015). The internet of things: a survey. Information systems frontiers, 17(2), 243-259.
  • Merigo, J.M. and Yang, J.-B. (2017), “A bibliometric analysis of operations research and management science”, Omega, vol. 73, pp. 37-48.
  • Misra, G., Kumar, V., Agarwal, A. and Agarwal, K. (2016), “Internet of things (IoT)–a technological analysis and survey on vision, concepts, challenges, innovation directions, technologies, and applications (an upcoming or future generation computer communication system technology)”, American Journal of Electrical and Electronic Engineering, 4 (1), 23-32.
  • Taylor, M., Reilly, D., & Wren, C. (2020). Internet of things support for marketing activities. Journal of Strategic Marketing, 28(2), 149-160.
  • Ventura, K., Kabasakal, İ., Keskin, F. D., & Soyuer, H. (2019). Pazar ve Müşteri Yönlü IoT (Internet of Things-Nesnelerin İnterneti) Uygulamalarının İş Yazılımları Kapsamında Analizi. Journal of Yaşar University, 14(56), 507-521.
  • Woodside, A., & Sood, S. (2017). Vignettes in the two-step arrival of the internet of things and its reshaping of marketing management’s service-dominant logic. Journal of Marketing Management, 33(1), 1–13.
  • https://tr.wikipedia.org/wiki/Algoritma Date of access: 17.05.2022

NESNELERİN İNTERNETİ KONUSUNUN PAZARLAMA AÇISINDAN BİBLİYOMETRİK ANALİZ İLE İNCELENMESİ

Yıl 2023, , 153 - 170, 22.06.2023
https://doi.org/10.54452/jrb.1181367

Öz

Bu çalışmanın temel amacı, “Internet of Things” yani “Nesnelerin İnterneti” konusunda bilimsel yayınların yapısını ve dinamiğini pazarlama açısından incelemektir. Çalışma ile Nesnelerin İnterneti (IoT) alanındaki çağdaş araştırma eğilimlerini ve kalıplarını ortaya çıkararak disipline yeni başlayan sosyal bilimcilerin bu fenomeni incelerken doğru yönlere yönlendirilebilmelerini sağlama amacındadır. Bu doğrultuda çalışma Internet of Things ve Pazarlama arasındaki ilişkideki yayınları analiz etmektedir. Araştırma nesnesi, Web of Science veri tabanında «Internet of Things» (Nesnelerin İnterneti) ve «Marketing» (Pazarlama) anahtar kelimeleri ile indekslenen bilimsel yayınlar havuzudur. Makale başlıklarında, özetlerinde ve anahtar kelimelerde yayın taraması yapılmıştır. Bu çalışma bahsedilen konu alanlarında yayınlanan 2008 ve 2022 yılları arasındaki verileri içermektedir. Yayınlar bibliyometrik analiz yöntemi ile yayın etkinliğinin dinamiğini göstermeye, etkili makaleleri ve güvenilir dergileri vurgulamaya ve ayrıca makalelerde anahtar kelime birlikteliklerini, ortak yazar durumlarını, ülkelerin yayın sayıları ve kullandıkları dili görselleştirmeye çalışılmıştır. Sosyal bilimlerde nesnelerin internetinin pazarlama ile ilişkisindeki son durumunu ele almaya ve gelecekteki araştırma yönlerini sistematik olarak sentezlemeye odaklanan bu çalışma, pazarlama alanındaki eğilimin henüz beklenen seviyeye ulaşmamasını göz önünde bulundurarak birçok pazarlamacıya yön gösterebilmesi ve farkındalık oluşturması amacıyla özgünlüğünü ortaya koymaktadır. Çalışmada nesnelerin interneti ile pazarlama alanında birlikte yapılmış çalışmaların ilişki içinde olduğu alanlar, bu alana en fazla katkı sağlayan yazar-ülke-kurum-dergilerin aktarılması amaçlanmıştır. Elde edilen veriler tablo ve haritalar üzerinden yorumlanmış ve sonuç kısmında tartışılmıştır.

Kaynakça

  • Abashidze, I., & Dąbrowski, M. (2016). Internet of Things in marketing: opportunities and security issues. Management Systems in Production Engineering. 4 (24). 217-221.
  • Ashton, K. (2009). That ‘internet of things’ thing. RFID Journal, 22(7), 97–114.
  • Atzori, L., Iera, A., & Morabito, G. (2010). The internet of things: A survey. Computer Networks, 54(15), 2787-2805. Doi: 10.1016/j.comnet.2010.05.010
  • Bayuk, M. N., & Öz, A. (2017). Nesnelerin İnterneti ve İşletmelerin Pazarlama Faaliyetlerine Etkileri. Academic Journal of Social Studies, 5(43), 41-58.
  • Crowley, J., & Coutaz, J. (2015) An ecological view of smart home technologies, In Proceedings of European Conference on Ambient Intelligence, 11 – 13 November 2015, (pp 1–16), Athens, Greece: Springer International Publishing.
  • Dutton, W. (2014). Putting things to work: Social and policy challenges for the Internet of things. Info, 16(3), 1–21.
  • Donthu, N., Kumar, S., & Pattnaik, D. (2020). Forty-five years of journal of business research: a bibliometric analysis. Journal of Business Research, 109, 1-14.
  • Donthu, N., Kumar, S., Pandey, N., & Lim, W. M. (2021). Research constituents, intellectual structure, and collaboration patterns in Journal of International Marketing: An analytical retrospective. Journal of International Marketing, 29(2), 1-25.
  • Erfanmanesh, M. and Abrizah, A. (2018), “Mapping worldwide research on the internet of things during 2011–2016”, The Electronic Library, Vol. 36 No. 6, pp. 979-992.
  • Gupta, N. (2021). Trends in IoT research: A bibliometric and science mapping analysis of internet of things. Library Philosophy and Practice, 0_1-18.
  • Jara, A. J., Parra, M. C., & Skarmeta, A. F. (2012). Marketing 4.0: A new value added to the Marketing through the Internet of Things. In 2012 sixth international conference on innovative mobile and internet services in ubiquitous computing (pp. 852-857). IEEE.
  • Kannan, P. (2017). Digital marketing: A framework, review, and research agenda. International Journal of Research in Marketing, 34(1), 22–45.
  • Khan, M. A., Pattnaik, D., Ashraf, R., Ali, I., Kumar, S., & Donthu, N. (2021). Value of special issues in the journal of business research: A bibliometric analysis. Journal of Business Research, 125, 295-313.
  • Koç, E. & Şimşek, A. İ. (2021). A Bibliometric Analysis of Green Productivity Concept. Journal of Business Science, 9(3), 393-418.
  • Li, S., Xu, L. D., & Zhao, S. (2015). The internet of things: a survey. Information systems frontiers, 17(2), 243-259.
  • Merigo, J.M. and Yang, J.-B. (2017), “A bibliometric analysis of operations research and management science”, Omega, vol. 73, pp. 37-48.
  • Misra, G., Kumar, V., Agarwal, A. and Agarwal, K. (2016), “Internet of things (IoT)–a technological analysis and survey on vision, concepts, challenges, innovation directions, technologies, and applications (an upcoming or future generation computer communication system technology)”, American Journal of Electrical and Electronic Engineering, 4 (1), 23-32.
  • Taylor, M., Reilly, D., & Wren, C. (2020). Internet of things support for marketing activities. Journal of Strategic Marketing, 28(2), 149-160.
  • Ventura, K., Kabasakal, İ., Keskin, F. D., & Soyuer, H. (2019). Pazar ve Müşteri Yönlü IoT (Internet of Things-Nesnelerin İnterneti) Uygulamalarının İş Yazılımları Kapsamında Analizi. Journal of Yaşar University, 14(56), 507-521.
  • Woodside, A., & Sood, S. (2017). Vignettes in the two-step arrival of the internet of things and its reshaping of marketing management’s service-dominant logic. Journal of Marketing Management, 33(1), 1–13.
  • https://tr.wikipedia.org/wiki/Algoritma Date of access: 17.05.2022
Toplam 21 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Muhammed Fatih Cevher 0000-0002-0992-8118

Yayımlanma Tarihi 22 Haziran 2023
Gönderilme Tarihi 28 Eylül 2022
Kabul Tarihi 19 Mart 2023
Yayımlandığı Sayı Yıl 2023

Kaynak Göster

APA Cevher, M. F. (2023). BIBLIOMETRIC ANALYSIS OF THE INTERNET OF THINGS FROM A MARKETING PERSPECTIVE. Journal of Research in Business, 8(1), 153-170. https://doi.org/10.54452/jrb.1181367