Tüketici Davranışlarının Dijital Pazarlama İle Dönüşümünü Ele Alan Araştırmaların Bibliyometrik Analizi

Öz

Bu çalışmanın temel amacı tüketici davranışlarının dijital pazarlama ile dönüşümünü irdeleyen akademik literatürün gelişimi ve yönelimlerini ortaya koyarak yayına ve bu alanda çalışma yapmayı hedefleyen araştırmacılara katkıda bulunmaktır. Bu amaçla Scopus veri tabanında "digital marketing", online marketing”, "E-marketing", "consumer behavior" "consumer decision-making" ve “consumer attitude” anahtar kelimeleri kullanılarak arama yapılmıştır. Araştırma evreni Scopus veri tabanı kullanılarak 2010-2025 yılları arasındaki 428 çalışmadan oluşmakta olup veri seti RStudio programında yer alan “biblioshiny” ve VOSviewer uygulaması ile yayınların dağılımı, kurumlar, yazarlar, ülkeler, anahtar kelimeler ve kavramlar arasındaki ilişkiler analiz edilmiştir. Elde edilen veriler doğrultusunda dijital pazarlamanın tüketicilerin karar verme süreçlerini etkilediğini, özellikle yayınların ülkelere göre dağılımı konusunda öncü olarak Hindistan, Çin ve ABD’nin yer aldığı, yayınlarda ise en sık kullanılan kavramların “consumer behavior” ve “digital marketing” ve “electronic commerce” olduğu tespit edilmiştir. Ayrıca araştırma sonuçları dijital pazarlama ile tüketici davranışları arasındaki ilişkinin yıllar içinde güçlendiğini ve diğer disiplinler arası yayınlarla farklı bakış açıları kazanıp zenginleştiğini göstererek gelecekte yapılacak araştırmalar için öneriler getirmektedir.

Anahtar Kelimeler

• Dijital Pazarlama
• Tüketici Davranışı
• Elektronik Ticaret
• Biblioshiny
• VOSviewer

Bibliometric Analysis of Research on The Transformation of Consumer Behavior With Digital Marketing

Abstract

The main purpose of this study is to contribute to the publication and researchers who aim to work in this field by revealing the development and trends of academic literature examining the transformation of consumer behavior with digital marketing. For this purpose, a search was conducted in the Scopus database using the keywords "digital marketing," "online marketing," "e-marketing," "consumer behavior," "consumer decision-making," and "consumer attitude." The research population consisted of 428 studies between 2010 and 2025 using the Scopus database. The dataset was analyzed using "biblioshiny" and VOSviewer in RStudio to analyze the distribution of publications and the relationships between institutions, authors, countries, keywords, and concepts. The data obtained revealed that digital marketing influences consumer decision-making processes. India, China, and the US are particularly prominent in the distribution of publications by country, with the most frequently used terms being "consumer behavior," "digital marketing," and "electronic commerce." Furthermore, the research results demonstrate that the relationship between digital marketing and consumer behavior has strengthened over time and has been enriched by gaining different perspectives through other interdisciplinary publications, thus offering suggestions for future research.

Keywords

• Digital Marketing
• Consumer Behavior
• Electronic Commerce
• Biblioshiny
• VOSviewer

Kaynakça

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