A BIBLIOMETRIC STUDY ON RETRO AND NOSTALGIA MARKETING

Yıl 2022, Sayı: 36, 19 - 32, 24.11.2022

Hamit Erdoğan

https://doi.org/10.20875/makusobed.1109892

Cited By: 1

Öz

Retro and nostalgia marketing is one of the ways to interact and communicate with consumers in the field of marketing. This study aims to evaluate retro and nostalgia marketing studies published by academics bibliometrically. Bibliometric analysis was applied to 204 articles published in the Web of Science databases under the title of retro marketing and nostalgia marketing with document-archive scanning method. The results of the research were filtered in English and under the topic (title, abstract, author keywords, keywords plus). The universe of the research consists of 204 articles published between 1980-2021. The data were analyzed through the R program under five headings: publication information, citation analysis, vocabulary, author information, and cooperation between countries. The research results aim to present a bibliometric report on articles in English in the Web of Science database related to retro and nostalgia marketing between 1980-2021. It is predicted that the results of the research will form a general guide for research on retro and nostalgia marketing.

Anahtar Kelimeler

retro, nostalgia, nostalgia marketing, Bibliometric Analysis, retro marketing

RETRO VE NOSTALJİ PAZARLAMA HAKKINDA BİBLİYOMETRİK BİR ÇALIŞMA

Öz

Retro ve nostalji pazarlaması, pazarlama alanında tüketicilerle etkileşime geçerek iletişim kurmanın yollarından biridir. Bu çalışma retro ve nostalji pazarlaması hakkında akademisyenler tarafından yayımlanan çalışmaların bibliyometrik olarak değerlendirilmesini amaçlamaktadır. Web of Science veri tabanları belge-arşiv tarama yöntemiyle retro pazarlama ve nostalji pazarlama konu başlığında (başlık, özet, yazarların anahtar kelimeleri, anahtar kelime bulutu-keywords plus-) yayımlanmış 204 İngilizce makaleye bibliyometrik analiz uygulanmıştır. Araştırmanın evrenini 1980-2021 yılları arası yayımlanan 204 makale oluşturmaktadır. Veriler R programı üzerinden yayın bilgisi, atıf analizi, kelime bilgisi, yazar bilgisi, ülkeler arası iş birliği olmak üzere beş başlık altında incelenmiştir. Araştırma sonuçları 1980-2021 yılları arasında retro ve nostalji pazarlaması ile ilgili Web of Science veri tabanındaki İngilizce makaleler hakkında bibliyometrik bir rapor sunmayı amaçlamaktadır. Araştırma sonuçlarının retro ve nostalji pazarlaması hakkında yapılacak araştırmalara genel kapsamlı bir rehber oluşturacağı ön görülmektedir.

Anahtar Kelimeler

Retro, nostalji, nostalji pazarlama, Bibliyometrik Analiz, retro pazarlama

Kaynakça

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