Marketing and Data Privacy: A Bibliometric Analysis

Öz

In marketing, data privacy encompasses the principles involved in collecting, storing, and sharing customer information, ensuring the protection of such data. This study examines publications related to data privacy and marketing publications within the Web of Science (WoS) database. Consequently, publications that include the terms "marketing" and "data privacy" in their titles, keywords, and abstracts were included in the study. The review identified 277 publications authored by 869 researchers between 2000 and 2024. The countries with the highest publications and citations are the United States, China, and the United Kingdom. Moreover, many interdisciplinary studies indicate that data privacy and marketing are intertwined from technological, social, and ethical perspectives. Furthermore, the wide geographical distribution of these publications highlights the universality of data privacy concerns in marketing from a cultural context. This issue is anticipated to become central in the future, continuing to hold critical importance for researchers and the industry.

Anahtar Kelimeler

• Data Privacy
• Marketing
• Bibliometric Analysis

Pazarlama ve Veri Gizliliği: Bibliyometrik Bir Analiz

Öz

Pazarlama alanında veri gizliliği, müşteri bilgilerinin toplanması, saklanması ve paylaşılması sırasında, bu bilgilerin korunmasını içeren ilkeleri ifade etmektedir. Bu çalışmada Web of Science (WoS) veri tabanında, veri gizliliği ve pazarlama konusunda yapılmış yayınlar, bibliyometrik analiz yöntemi ile incelenmiştir. Bu doğrultuda, başlık, anahtar kelime ve özet bölümlerinde "marketing" ve " data privacy" terimleri geçen yayınlar çalışmaya dahil edilmiştir. İnceleme neticesinde, 2000 ile 2024 yılları arasında 869 yazar tarafından yazılan 277 yayın tespit edilmiştir. En fazla yayın yapılan ve en çok atıf alan ülkeler sırasıyla; Amerika Birleşik Devletleri, Çin ve Birleşik Krallık’tır. Bunların yanında disiplinlerarası çalışmaların fazla olması veri gizliliği ve pazarlama kavramlarının teknolojik, sosyal ve etik açıdan iç içe geçtiğini göstermektedir. Diğer taraftan yayınların çok farklı ülkelere yayılması, kültürel bağlamda, pazarlamada veri gizliliği endişelerinin evrenselliğini ön plana çıkarmaktadır. Konunun gelecekte merkezi bir mesele olacağı, araştırmacılar ve sektör için kritik öneme sahip olmaya devam edeceği öngörülmektedir.

Anahtar Kelimeler

• Veri Gizliliği
• Pazarlama
• Bibliyometrik Analiz

Kaynakça

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