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COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING

Yıl 2023, Cilt: 45 Sayı: 2, 180 - 212, 08.12.2023

Zübeyir Çelik , Osman Özdemir , Mehmet Sağlam , Aypar Uslu

https://doi.org/10.14780/muiibd.1388980

Öz

The aim of this study is to evaluate and comparatively examine the latest developments of empirical consumer behavior research in the field of marketing, covering the period 1960-1979 (traditional marketing) 1980-2006 (digital marketing) 2007-2021 (phygital marketing). Within the scope of the study, empirical studies in the field of traditional, digital and phygital marketing were examined in 5 steps in terms of publication source type, basic characteristics, study subject, theoretical background, research variables. In data analysis, bibliometric analysis was used with VOSviewer program. As a result of the study, it has been determined that different journals for different marketing fields are included in the publication production process, and the number of authors has increased in phygital marketing studies. It was concluded that mixed methods came to the fore, the questionnaire was the most used data collection tool, and SEM analysis started to be used more recently. While brand purchase intention, decision making process, dissatisfaction/satisfaction subjects come to the fore in traditional marketing, online reviews have gained importance on the basis of TAM theory in digital marketing, AR and VR technologies are concentrated in phygital marketing. In terms of research variables, intention, attitude and satisfaction themes came to the fore as motor themes in all periods.

Anahtar Kelimeler

Traditional Marketing Digital Marketing Phygital Marketing Bibliometric Data Comparative Analysis

Kaynakça

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  • Balaji, M. S., & Roy, S. K. (2017). Value co-creation with Internet of things technology in the retail industry. Journal of Marketing Management, 33(1-2), 7-31.
  • Ballina, F. J., Valdes, L. & Valle, E. D. (2019). The phygital experience in the smart tourism destination. International Journal of Tourism Cities, 5(4), 656-671.
  • Banik, S. (2021). Exploring the involvement-patronage link in the phygital retail experiences. Journal of Retailing and Consumer Services, 63, 1-12.
  • Baytar, F., Chung, T., & Shin, E. (2020). Evaluating garments in augmented reality when shopping online. Journal of Fashion Marketing and Management, 24(4), 667-683.
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GELENEKSEL, DİJİTAL VE FİJİTAL PAZARLAMA BAĞLAMINDA AMPİRİK ÇALIŞMALARIN BİBLİYOMETRİK VERİ KAYNAKLARININ KARŞILAŞTIRMALI ANALİZİ

Yıl 2023, Cilt: 45 Sayı: 2, 180 - 212, 08.12.2023

Zübeyir Çelik , Osman Özdemir , Mehmet Sağlam , Aypar Uslu

https://doi.org/10.14780/muiibd.1388980

Öz

Bu çalışmanın amacı, 1960-1979 (geleneksel pazarlama) 1980-2006 (dijital pazarlama) 2007-2021 (fijital pazarlama) dönemini kapsayan pazarlama alanlarında ampirik tüketici davranışları araştırmalarındaki son gelişmeleri değerlendirmek ve karşılaştırmalı olarak incelemektir. Çalışma kapsamında geleneksel, dijital ve fijital pazarlama alanındaki ampirik çalışmalar yayın kaynağı türü, temel özellikleri, çalışma konusu, teorik altyapı, araştırma değişkenleri açısından 5 adımda incelenmiştir. Veri analizinde VOSviewer programı ile gerçekleştirilen bibliyometrik analiz kullanılmıştır. Çalışma sonucunda farklı pazarlama alanlarına yönelik farklı dergilerin yayın sürecine dahil edildiği ve fijital pazarlama çalışmalarında yazar sayısının arttığı tespit edilmiştir. Karma yöntemlerin ön plana çıktığı, anketin en çok kullanılan veri toplama aracı olduğu ve YEM analizinin son zamanlarda daha fazla kullanılmaya başlandığı sonucuna varılmıştır. Geleneksel pazarlamada marka satın alma niyeti, karar verme süreci, memnuniyetsizlik/memnuniyet konuları ön plana çıkarken, dijital pazarlamada TAM teorisi temelinde online incelemeler önem kazanırken, fijital pazarlamada AR ve VR teknolojileri konuları öne çıkmıştır. Araştırma değişkenleri açısından niyet, tutum ve memnuniyet temaları tüm dönemlerde motor temalar olarak ön plana çıkmıştır.

Anahtar Kelimeler

Geleneksel Pazarlama Dijital Pazarlama Fijital Pazarlama Bibliyometrik Veri Karşılaştırmalı Analiz

Kaynakça

  • Accenture, (2020) Banking consumer study: making digital more human. Available at: https://www. accenture.com/us-en/insights/banking/consumer-study-making-digital-banking-more-human [Accessed 19 April 2022].
  • Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
  • Anderson, R. E. (1973). Consumer dissatisfaction: The effect of disconfirmed expectancy on perceived product performance. Journal of Marketing Research, 10(1), 38–44.
  • Aronson, E., & Carlsmith, J. M. (1963). Effect of the severity of threat on the devaluation of forbidden behavior. The Journal of Abnormal and Social Psychology, 66(6), 584-588.
  • Azis, N., Amin, M., Chan, S., & Aprilia, C. (2020). How smart tourism technologies affect tourist destination loyalty. Journal of Hospitality and Tourism Technology, 11(4), 603-625.
  • Baek, E., Choo, H. J., Wei, X. & Yoon, S. Y. (2020). Understanding the virtual tours of retail stores: how can store brand experience promote visit intentions?. International Journal of Retail & Distribution Management, 8(7), 1-18.
  • Balaji, M. S., & Roy, S. K. (2017). Value co-creation with Internet of things technology in the retail industry. Journal of Marketing Management, 33(1-2), 7-31.
  • Ballina, F. J., Valdes, L. & Valle, E. D. (2019). The phygital experience in the smart tourism destination. International Journal of Tourism Cities, 5(4), 656-671.
  • Banik, S. (2021). Exploring the involvement-patronage link in the phygital retail experiences. Journal of Retailing and Consumer Services, 63, 1-12.
  • Baytar, F., Chung, T., & Shin, E. (2020). Evaluating garments in augmented reality when shopping online. Journal of Fashion Marketing and Management, 24(4), 667-683.
  • Becker, G. S. (1965). A Theory of the Allocation of Time. The Economic Journal, 75(299), 493–517.
  • Bell, G. D. (1967). The automobile buyer after the purchase. Journal of Marketing, 31(3), 12–16.
  • Bhatnagar, A., Misra, S. and Rao, H.R. (2000) On risk, convenience, and internet shopping behavior. Communications of the ACM, 43, 98-105.
  • Bird, M., & Ehrenberg, A. S. C. (1966). Intentions-to-buy and claimed brand usage. OR, 17(1), 27–46.
  • Bird, M., Channon, C., & Ehrenberg, A. S. C. (1970). Brand image and brand usage. Journal of Marketing Research, 7(3), 307–314.
  • Birdwell, A. E. (1968). A study of the ınfluence of image congruence on consumer choice. The Journal of Business, 41(1), 76–88.
  • Bonera, M., & Corvi, E. (2014), The relevance of visual merchandising for online retailers, Journal of Applied Behavioral Economics (IJABE), 3(4),1-16.
  • Bonfield, E. H. (1974). Attitude, social influence, personal norm, and intention interactions as related to brand purchase behavior. Journal of Marketing Research, 11(4), 379–389.
  • Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244–249.
  • Chang, S.H., Chih, W.H., Liou, D.K., & Yang, Y.T. (2016), The mediation of cognitive attitude for online shopping, Information Technology and People, 29(3),618-646.
  • Chang, Y. W. & Chen, J. (2021). What motivates customers to shop in smart shops? The impacts of smart technology and technology readiness. Journal of Retailing and Consumer Services, 58, 1-11.
  • Chau, P. Y. K., Au, G., & Tam, K. Y. (2000) Impact of information presentation modes on online shopping: An empirical evaluation of a broadband interactive shopping service. Journal of Organizational Computing and Electronic Commerce, 10(1), 1-20.
  • Childers, T. L., Carr, L. C., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
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  • Citrin, A. V., Sprott, D. E., Silverman, S. N., & Stem, D. E. (2000). Adoption of internet shopping: the role of consumer innovativeness. Industrial Management & Data Systems, 100(7), 294-300.
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Toplam 115 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Zübeyir Çelik 0000-0003-1692-9378

Osman Özdemir 0000-0001-8880-1459

Mehmet Sağlam 0000-0002-1909-4284

Aypar Uslu 0000-0002-6994-9367

Erken Görünüm Tarihi 8 Aralık 2023
Yayımlanma Tarihi 8 Aralık 2023
Gönderilme Tarihi 12 Mayıs 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 45 Sayı: 2

Kaynak Göster

APA Çelik, Z., Özdemir, O., Sağlam, M., Uslu, A. (2023). COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 45(2), 180-212. https://doi.org/10.14780/muiibd.1388980
AMA Çelik Z, Özdemir O, Sağlam M, Uslu A. COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. Aralık 2023;45(2):180-212. doi:10.14780/muiibd.1388980
Chicago Çelik, Zübeyir, Osman Özdemir, Mehmet Sağlam, ve Aypar Uslu. “COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi 45, sy. 2 (Aralık 2023): 180-212. https://doi.org/10.14780/muiibd.1388980.
EndNote Çelik Z, Özdemir O, Sağlam M, Uslu A (01 Aralık 2023) COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 45 2 180–212.
IEEE Z. Çelik, O. Özdemir, M. Sağlam, ve A. Uslu, “COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, c. 45, sy. 2, ss. 180–212, 2023, doi: 10.14780/muiibd.1388980.
ISNAD Çelik, Zübeyir vd. “COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING”. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi 45/2 (Aralık 2023), 180-212. https://doi.org/10.14780/muiibd.1388980.
JAMA Çelik Z, Özdemir O, Sağlam M, Uslu A. COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2023;45:180–212.
MLA Çelik, Zübeyir vd. “COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING”. Marmara Üniversitesi İktisadi Ve İdari Bilimler Dergisi, c. 45, sy. 2, 2023, ss. 180-12, doi:10.14780/muiibd.1388980.
Vancouver Çelik Z, Özdemir O, Sağlam M, Uslu A. COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi. 2023;45(2):180-212.

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