SPOR SPONSORLUĞUNDA ARAŞTIRMA EĞİLİMLERİ: BİBLİYOMETRİK BİR ANALİZ

Yıl 2024, , 81 - 100, 30.09.2024

Murat Seyfi , Hıdır Polat

https://doi.org/10.33689/spormetre.1435736

Öz

Bu çalışma, spor sponsorluğu alanındaki araştırma ve eğilimlerin tarihçesini aydınlatmayı ve güncel gelişmeler doğrultusunda alana değerli bir katkı sağlamayı amaçlamaktadır. Araştırma kapsamında spor sponsorluğu ile ilgili yapılan bilimsel çalışmalara ilişkin bibliyometrik veriler Web of Science (WOS) veri tabanından zamansal kısıtlama olmaksızın elde edilmiştir. Toplam 160 çalışmadan elde edilen veri setinin analizinde R Studio Bibliometric kullanılmıştır. Spor sponsorluğu alanında 2007 yılına kadar yapılan araştırmalar fast food, sponsorluk programları ve yönetim gibi konulara odaklanırken, bu yıldan sonra değişiklikler gözlenmiştir. Çalışmalar alkol endüstrileri, çocuk sporları, bilimsel araştırmalar, kurumsal sosyal sorumluluk ve marka kavramlarını da içermeye başlamıştır. Bilimsel araştırmalarda 2013'ten sonra daha fazla paradigma değişikliği gözlenmiş, 2018'den sonra ise sektörde tüketici beklentilerine yönelik bir eğilim ortaya çıkmıştır

Anahtar Kelimeler

Spor, spor sponsorluğu, bibliyometrik analiz

Etik Beyan

"RESEARCH TRENDS IN SPORTS SPONSORSHIP: A BIBLIOMETRIC ANALYSIS" başlıklı araştırmamızda herhangi bir etik ihlal yoktur. Ayrıca etik konusu olacak bir veri kullanılmamış olup, sadece varolan açıkerişim verileri kullanılmıştır.

Destekleyen Kurum

Herhangi bir kurumun desteği söz konusu değildir.

RESEARCH TRENDS IN SPORTS SPONSORSHIP: A BIBLIOMETRIC ANALYSIS

Öz

This study seeks to elucidate the history of research and trends in sports sponsorship, and make a worthwhile contribution to the area in accordance with contemporary developments. Within the research scope, bibliometric data on scientific studies conducted with sports sponsorship were retrieved from the Web of Science (WOS) database without temporal restrictions. R Studio Bibliometric was used to analyze the data set obtained from 160 studies. While research in the field of sports sponsorship up until 2007 focused on topics such as fast food, sponsorship programs, and management, changes were observed after that year. Studies began incorporating alcohol industries, children's sports, scientific research, corporate social responsibility, and brand concepts. Further paradigm changes in scientific research were observed after 2013, followed by a trend toward consumer expectations in the industry after 2018.

Anahtar Kelimeler

sport, sport sponsorship, bibliyometric analysis

Kaynakça

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