SAĞLIKLI BESLENME VE PAZARLAMA: WEB OF SCİENCE VERİ TABANININ BİBLİYOMETRİK ANALİZİ

Öz

Sağlıklı beslenme ve bu kavramın pazarlama ile ilişkisi, günümüz toplumlarında hem bireysel sağlık hem de toplumsal refah açısından giderek daha önemli hale gelmektedir. Sağlıklı yaşam biçimlerinin teşvik edilmesinde gıda pazarlaması, reklamcılık ve tüketici davranışları arasındaki bağlantı, araştırmacıların dikkatini çeken temel bir alan olmuştur. Bu çalışmanın amacı, beslenme ve pazarlama alanındaki bilimsel çalışmaları bütüncül bir şekilde ele alarak literatürün yoğunlaştığı noktaları belirlemek ve bu alandaki eğilimleri ortaya koymaktır. Araştırma kapsamında, Web of Science veri tabanından; başlık, özet veya anahtar kelimelerinde; “healthy eating” OR “nutrition literacy” OR “healthy diet” AND “marketing” OR “purchasing behaviour” OR “purchasing behavior” OR “food marketing” OR “food advertising” OR “consumer behavior” kavramlarını içeren toplam 648 makale incelenmiştir Veriler, VOSviewer yazılımı aracılığıyla bibliyometrik analiz yöntemi kullanılarak değerlendirilmiştir. Bu çalışma, alandaki araştırma eğilimlerini değerlendirerek en fazla yayın ve atıf alan ülkeleri, kurumları, dergileri ve yazarları incelemekte; böylece araştırmacılara mevcut literatürün yönelimlerini görmeleri, yeni araştırma boşluklarını tespit etmeleri ve gelecek çalışmalarına yön vermeleri açısından önemli bilgiler sunmaktadır.

Anahtar Kelimeler

• Sağlıklı Beslenme
• Bibliyometrik Analiz
• Web of Science
• VOSviewer..

HEALTHY NUTRITION AND MARKETING: BIBLIOMETRIC ANALYSIS OF THE WEB OF SCIENCE DATABASE

Öz

Healthy nutrition and its relationship with marketing are becoming increasingly important in today's societies for both individual health and social well-being. The link between food marketing, advertising, and consumer behavior in promoting healthy lifestyles has been a key area of interest for researchers. The aim of this study is to identify areas of literature concentration and reveal trends in this field by examining scientific studies in the field of nutrition and marketing in a holistic manner. Within the scope of the research, a total of 648 articles containing the concepts of “healthy eating” OR “nutrition literacy” OR “healthy diet” AND “marketing” OR “purchasing behavior” OR “purchasing behavior” OR “food marketing” OR “food advertising” OR “consumer behavior” in their titles, abstracts, or keywords were examined from the Web of Science database. The data was evaluated using bibliometric analysis method via VOSviewer software. This study evaluates research trends in the field and examines the countries, institutions, journals, and authors with the most publications and citations. Thus, it provides important information for researchers to see the trends of the current literature, identify new research gaps and guide future studies.

Anahtar Kelimeler

• Healthy Nutrition
• Bibliometric Analysis
• Web of Science
• VOSviewer.

Kaynakça

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