Kurumsal Kimliğin Bibliyometrik Analizi: Vosviewer ile Bilim Haritalama Yaklaşımı

Öz

Bu çalışmanın amacı, kurumsal kimlik literatürünün entelektüel, sosyal ve kavramsal yapısını bibliyometrik analiz ve bilim haritalama teknikleri kullanarak kapsamlı bir şekilde incelemektir. Web of Science veri tabanından 1970-2025 yılları arasında yayınlanan 954 akademik makale VOSviewer yazılımı ile analiz edilerek, alanın evrimi haritalandırılmış, temel dayanakları belirlenmiş ve ortaya çıkan araştırma eğilimleri keşfedilmiştir. Performans analizi yayın eğilimlerini, en etkili yazarları, kurumları ve ülkeleri ortaya koyarken; ortak yazarlık, ortak atıf, bibliyografik eşleştirme ve anahtar kelime birlikte geçme analizleri ile bilim haritalama gerçekleştirilmiştir. Bulgular, kurumsal kimlik söylemini şekillendiren temel entelektüel dönüm noktalarını, en etkili akademisyenleri ve işbirliği ağlarını ortaya koymakta; ortak atıf analizi temel teorik kümeleri belirlerken, anahtar kelime analizi kavramsal yapıyı haritalandırmakta ve alanın daha stratejik, dinamik ve paydaş odaklı perspektiflere doğru evrimleştiğini göstermektedir. VOSviewer kullanılarak gerçekleştirilen bu ilk kapsamlı bilim haritası, kurumsal kimlik alanının yapısını netleştiren, entelektüel birikimini vurgulayan ve gelecekteki araştırma soruları için yol haritası çizen bütüncül ve objektif bir literatür panoraması sunmaktadır.

Anahtar Kelimeler

• Kurumsal Kimlik
• Bibliyometrik Analiz
• VOSviewer
• Bilim Haritalama

Bibliometric Analysis of Corporate Identity: A Science Mapping Approach With Vosviewer

Öz

This study aims to comprehensively examine the intellectual, social, and conceptual structure of corporate identity literature using bibliometric analysis and science mapping techniques. A total of 954 academic articles published between 1970-2025 from the Web of Science database were analyzed using VOSviewer software to map the field's evolution, identify fundamental foundations, and explore emerging research trends. Performance analysis revealed publication trends and the most influential authors, institutions, and countries, while science mapping was conducted through co-authorship, co-citation, bibliographic coupling, and keyword co-occurrence analyses. The findings reveal key intellectual turning points shaping corporate identity discourse, the most influential academics, and collaboration networks; co-citation analysis identifies fundamental theoretical clusters while keyword analysis maps the conceptual structure and demonstrates the field's evolution toward more strategic, dynamic, and stakeholder-oriented perspectives. This first comprehensive science map using VOSviewer provides a holistic and objective literature panorama that clarifies the structure of the corporate identity field, emphasizes intellectual accumulation, and draws a roadmap for future research questions.

Anahtar Kelimeler

• Corporate Identity
• Bibliometric Analysis
• VOSviewer
• Science Mapping

Kaynakça

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