SOSYAL PAZARLAMA LİTERATÜRÜNDE SAĞLIK HİZMETLERİNİN GELİŞİMİ

Öz

Sosyal pazarlama sağlık hizmetleri sunumunda önemli bir araçtır. Son yirmi yıldır akademik alanda sağlık hizmetlerinde sosyal pazarlama çalışmaları artan bir ilgi görmektedir. Bu çalışmanın amacı, sağlık hizmetleri alanında yürütülen sosyal pazarlama çalışmalarının bibliyometrik analiz ile değerlendirilerek ilgili alana katkı sağlanmasıdır. Bu amaçla Web Of Science’ta yayımlanan 1209 adet çalışma ile bibliyometrik analiz süreci yürütülmüştür. Bu alanda ilk çalışmanın 1984 yılında yapıldığı ve özellikle 2008 yılında ciddi bir ivme kazandığı görülmektedir. Sağlık hizmetlerinde sosyal pazarlama çalışmalarında en sık kullanılan anahtar kelimeler sosyal pazarlama, sağlık geliştirme, halk sağlığı, obezite, fiziksel aktivite ve sağlığı korunmadır. 2020 yılı itibari ile alanın pandemiden etkilendiği ve Covid-19 ve uzaktan eğitim üzerine çalışmalar yürütüldüğü görülmektedir.

Anahtar Kelimeler

• Sosyal pazarlama
• Sağlık hizmetleri pazarlaması
• Sağlık hizmetleri
• Bibliyometri

DEVELOPMENT OF HEALTH SERVICES IN SOCIAL MARKETING

Öz

Social marketing is an essential tool in the delivery of health services. For the last two decades, social marketing efforts in health care in the academic field have received increasing attention. This study aims to evaluate the social marketing studies carried out in health care with bibliometric analysis and contribute to the relevant field. For this purpose, a bibliometric analysis process was carried out with 1209 studies published in Web Of Science. It is seen that the first study in this field was carried out in 1984 and gained significant momentum, especially in 2008. The most commonly used keywords in social marketing studies in health services are social marketing, health development, public health, obesity, physical activity, and health protection. As of 2020, it is seen that the area has been affected by the pandemic, and studies on Covid-19 and distance education have been carried out.

Anahtar Kelimeler

• Social marketing
• Health service marketing
• Health service
• Bibliometric

Kaynakça

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