Web of Science Veri Tabanında Yer Alan Spor Pazarlaması Temalı Makalelerin Bibliometrik Analizi

Yıl 2021, Cilt 5, Sayı 1, 33 - 44, 30.06.2021

Ahmet Yavuz KARAFİL Mehmet Haşim AKGÜL

https://doi.org/10.32706/tusbid.932936

Öz

Bu araştırmanın amacı, web of science veri tabanında yer alan spor pazarlaması temalı makalelerin bibliometrik analizinin yapılmasıdır. Araştırma mevcut durumu herhangi bir değişiklik yapmadan belirttiği için betimsel araştırma modelindedir. Ayrıca belirli bir zaman aralığı içerisinde yayınlanmış makalelerin ele alındığı bu çalışma betimsel araştırma modellerinden kesitsel araştırma özelliği taşımaktadır. Araştırma kapsamında, 1993-2020 zaman aralığında web of science veri tabanında toplam 176 makale araştırmanın evrenini oluşturmuştur. Verilerin analizinde tanımlayıcı istatistik yöntemleri kullanılmış ve Vos wiever kullanılarak ilişki haritaları ve yoğunluk haritaları oluşturulmuştur. Araştırmada değerlendirme yapılması sağlanacak kriterler literatüre göre ve literatürden farklı bilgiler sağlaması açısından araştırmacı tarafından oluşturulmuştur. Bu kriterler, makale sayısı, ülkelere göre atıf sayısı, araştırmalarda kullanılan yöntemsel model, web of science veri tabanındaki farklı indeksler, sci-ssci indekslerinde belirtilen nitelik ölçütleri gibi unsurlardan oluşmaktadır. Sonuç olarak; araştırma kapsamında web of science veri tabanında değerlendirilen spor pazarlaması temalı makalelerin yöntemsel model olarak genellikle nitel araştırmaları benimsedikleri, yayınlanan makalelerin daha çok ssci ve sci indekslerde yoğunlaştıkları ve bu dergilerdeki yayınların çoğu Q2 niteliğinde yayımlanan makaleler olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Bibliyometrik Analiz, Spor Pazarlaması, Web of Science

Bibliometric Analysis of Sports Marketing-Related Articles on the Web of Science Database

Öz

The objective of the study was to perform a bibliometric analysis of all sports marketing-related publications in the Web of Science Database. This study is descriptive, it presents the current situation without any changes. Also, since it studies the publications within a certain period, this study is a cross-sectional study, one of the descriptive research models. A total of 176 publications on the Web of Science Database between 1993 and 2020 constitute the universe of the study. Descriptive statistical methods were used in the data analysis. Network maps and density maps were created using Voswiever. The evaluation criteria were determined according to the literature by the researcher to provide different information from the literature. These criteria consist of elements such as the number of articles, the number of citations by country, the methodological model used in studies, and the criteria specified in the SCI-SSCI indexes and different indexes of the web of science database. It has been concluded that the sports marketing-related publications in the Web of Science Database mostly used qualitative research model, the articles were mostly published on SSCI and SCI indexes, and most of the publications in these journals were published in Q2.

Anahtar Kelimeler

Bibliometric Analysis, Sports Marketing, Web of Science

Kaynakça

• Birkle, C., Pendlebury, D. A., Schnell, J., & Adams, J. (2020).Web of Science as a data source for research on scientific and scholarly activity. Quantitative Science Studies, 1(1), 363-376.
• Bush, A. J., Martin, C. A., & Bush, V. D. (2004).Sports celebrity influence on the behavioral intentions of generation Y. Journal of advertising research, 44(1), 108-118.
• Da Silva, E. C., & Las Casas, A. L. (2017). Sports marketing plan: an alternative framework for sports club. International Journal of Marketing Studies, 9(4), 15-28.
• Dalakas, V., & Melancon, J. P. (2012).Fan identification, schadenfreude toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN).Journal of Services Marketing, 26 (1), 51–59.
• Durieux, V., & Gevenois, P. A. (2010).Bibliometric indicators: quality measurements of scientific publication. Radiology, 255(2), 342-351.
• Ellegaard, O., & Wallin, J. A. (2015). The bibliometric analysis of scholarly production: How great is the impact?. Scientometrics, 105(3), 1809-1831.
• Erkus, A. (2009). Davranış Bilimleri İcin Bilimsel Araştırma Süreci Ankara: Seçkin Yayıncılık.
• Gürbüz, S., Şahin, F. (2017).Sosyal Bilimlerde Bilimsel Araştırma Yöntemleri. Ankara. Seçkin Yayıncılık.
• Hightower Jr, R., Brady, M. K., & Baker, T. L. (2002).Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events.Journal of Business research, 55(9), 697-707.
• Kelley, S. W., & Turley, L. W. (2001). Consumer perceptions of service quality attributes at sporting events. Journal of Business Research, 54(2), 161-166.
• Khan, M. A., Ali, I., & Ashraf, R. (2020). A Bibliometric Review of the Special Issues of Psychology & Marketing: 1984‐2020. Psychology & Marketing, 37(9), 1144-1170.
• Lacey, R., Close, A. G., & Finney, R. Z. (2010).The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness .Journal of Business Research, 63(11), 1222-1228.
• Lee, J. S., &Kwak, D. H. (2016). Consumers’ responses to public figures’ transgression: Moral reasoning strategies and implications for endorsed brands. Journal of Business Ethics, 137(1), 101-113.
• Li, K., Rollins, J., & Yan, E. (2018). Web of Science use in published research and review papers 1997–2017: A selective, dynamic, cross-domain, content-based analysis. Scientometrics, 115(1), 1-20.
• Maldonado-Erazo, C.P., Durán-Sánchez, A., Álvarez-García, J. and Del Río-Rama, M.D.L.C. (2019), "Sports sponsorship: scientific coverage in academic journals", Journal of Entrepreneurship and Public Policy, 8 (1), 163-186.
• Merigó, J. M., & Yang, J. B. (2017).Accounting research: A bibliometric analysis .Australian Accounting Review, 27(1), 71-100.
• Nawaz, K, Sajeel, A, T. & Saeed, A, H. (2020).A Bibliometric Analysis of the International Journal of Sports Marketing &Sponsorship .International Journal of Business and Psychology, 2(1), 45–60
• Norris, M., & Oppenheim, C. (2007).Comparing alternatives to the Web of Science for coverage of the social sciences’ literature .Journal of informetrics, 1(2), 161-169.
• Ocak, G. (2019). Eğitimde Bilimsel Araştırma Yöntemleri. Ankara. Pegem Akademi.
• Oral, B., Çoban, A. (2020). Kuramdan Uygulamaya Eğitimde Bilimsel Araştırma Yöntemleri. Ankara. Pegem Akademi.
• Ratten, V. and Ratten, H. (2011), “International sports marketing: practical and future research implications”, Journal of Business & Industrial Marketing, Vol. 26 No. 8, pp. 614-620.
• Shank, M. D., &Lyberger, M. R. (2014).Sports marketing: A strategic perspective. Routledge.
• Uhrich, S., & Benkenstein, M. (2012). Physical and social atmospheric effects in hedonic service consumption: customers' roles at sporting events. The Service Industries Journal, 32(11), 1741-1757.
• Wakefield, K. L. (2007). Team sports marketing. Elsevier.
• Waltman, L., Van Eck, N. J., & Noyons, E. C. (2010).A Unified Approach To Mapping And Clustering Of Bibliometric Networks. Journal of Informetrics, 4(4), 629-635.
• Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2017). Inferring corporate motives: How deal characteristics shape sponsorship perceptions. Journal of Marketing, 81(5), 121-141.
• Yang, Y., Shi, M., & Goldfarb, A. (2009).Estimating The Value Of Brand Alliances In Professional Team Sports. Marketing Science, 28(6), 1095-1111.