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DİJİTAL PAZARLAMANIN GÖRSEL HARİTALAMA TEKNİĞİ İLE BİBLİYOMETRİK ANALİZİ

Yıl 2023, Cilt: 8 Sayı: 1, 101 - 113, 22.06.2023

Emine Şenbabaoğlu Danacı

https://doi.org/10.54452/jrb.1165618

Öz

Dijital pazarlama, sürekli gelişen teknoloji ve değişen müşteri talep ve ihtiyaçları doğrultusunda oldukça önemli bir konumdadır. Dijital pazarlama ile ilgili çalışmaların son yıllarda artması nedeniyle, ilgili literatürde yer alan çalışmaları araştırmacılara bir arada sunmak amacıyla bu çalışma gerçekleştirilmiştir. Dijital pazarlama alanındaki literatürün incelendiği bu çalışma, dijital pazarlamadaki mevcut eğilimlere nicel tabanlı bir yaklaşım sunmaktadır. 1975 ve 2021 yılları arasında Web of Science veritabanındaki 858 dijital pazarlama verisini analiz etmek için Vosviewer kullanılmıştır. Çalışma, dijital pazarlama çalışmalarının tüm resmini ortaya koyarak, dijital pazarlamanın görsel bilgi yapısını ve evrimini göstermektedir. Bilimsel yayın faaliyet dinamizminin araştırıldığı bu çalışmayla dijital pazarlama alanında yapılacak diğer çalışmalara ışık tutacağı düşünülmektedir. Bu doğrultuda, dijital pazarlama alanındaki mevcut durumu ve etkili trendleri ortaya koymak adına araştırmacılara önemli bir referans sağlamaktadır.

Anahtar Kelimeler

Dijital pazarlama literatürü Bibliyometrik analiz Bilim haritalama analizi VOSviewer Web of Science

Kaynakça

  • Behera, R. K., Gunasekaran, A., Gupta, S., Kamboj, S., & Bala, P. K. (2020). Personalized digital marketing recommender engine. Journal of Retailing and Consumer Services, 53, 101799.
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
  • Cobo, M. J., Jürgens, B., Herrero-Solana, V., Martínez, M. A., & Herrera-Viedma, E. (2018). Industry 4.0: a perspective based on bibliometric analysis. Procedia Computer Science, 139, 364-371.
  • Cobo, M. J., López‐Herrera, A. G., Herrera‐Viedma, E., & Herrera, F. (2012). SciMAT: A new science mapping analysis software tool. Journal of the American Society for Information Science and Technology, 63(8), 1609-1630.
  • Cobo, M. J., López‐Herrera, A. G., Herrera‐Viedma, E., & Herrera, F. (2011). Science Mapping Software Tools: Review, Analysis, and Cooperative Study Among Tools. Journal of the American Society for Information Science and Technology, 62(7), 1382-1402.
  • Cobo, Manuel J., López-Herrera, A. G., & Herrera-Viedma E. (2015). A Relational Database Model for Science Mapping Analysis. Acta Polytechnica Hungarica, 12(6), 43-62.
  • Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183-195.
  • Ferreira, J. J., Fernandes, C. I., & Kraus, S. (2019). Entrepreneurship research: mapping intellectual structures and research trends. Review of Managerial Science, 13(1), 181-205.
  • Fierro, I., Cardona Arbelaez, D. A., & Gavilanez, J. (2017). Digital marketing: a new tool for international education. Pensamiento & Gestión, (42), 241-260.
  • Goldfarb, A., & Tucker, C. (2019). Digital economics. Journal of Economic Literature, 57(1), 3-43.
  • Goldfarb, A., & Tucker, C. (2019). Digital marketing. Handbook of the Economics of Marketing, 259-290.
  • Huang, Y., Ding, X. H., Liu, R., He, Y., & Wu, S. (2019). Reviewing the domain of technology and innovation management: A visualizing bibliometric analysis. SAGE Open, 9(2), 1-16.
  • Kannan, P.K., & Hongshuang “Alice” Li (2017). Digital Marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
  • Key, T. M. (2017). Domains of digital marketing channels in the sharing economy. Journal of Marketing Channels, 24(1-2), 27-38.
  • Khalil, G. M., & Crawford, C. A. G. (2015). A bibliometric analysis of US-based research on the behavioral risk factor surveillance system. American Journal of Preventive Medicine, 48(1), 50-57.
  • Kim, J., Kang, S., & Lee, K. H. (2019). Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles. Journal of Business Research, 130, 552-563.
  • Kotler, P., Kartajaya H., & Setiawan, I. (2017). Marketing 4.0:Moving from traditional to digital.Wiley.
  • Kumar, B., Sharma, A., Vatavwala, S., & Kumar, P. (2020). Digital mediation in business-to-business marketing: A bibliometric analysis. Industrial Marketing Management, 85, 126-140.
  • Kumar, P., Sharma, A., & Salo, J. (2019). A bibliometric analysis of extended key account management literature. Industrial Marketing Management, 82, 276-292.
  • Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.
  • Langan, R., Cowley, S., & Nguyen, C. (2019). The state of digital marketing in academia: An examination of marketing curriculum’s response to digital disruption. Journal of Marketing Education, 41(1), 32-46.
  • Lawani, S. M. (1981). Bibliometrics: its theoretical foundations, methods and applications. Libri, 31(Jahresband), 294-315.
  • Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12.
  • Liu, W., Wang, Z., & Zhao, H. (2020). Comparative study of customer relationship management research from East Asia, North America and Europe: A bibliometric overview. Electronic Markets, 30(4), 735-757.
  • Martinez, M. A., Cobo, M. J., Herrera, M. & Herrera-Viedma, E. (2015). Analyzing the scientific evolution of social work using science mapping, Research on Social Work Practice, 25(2), 257-277.
  • Nicolas, C., Valenzuela-Fernández, L., & Merigó, J. M. (2020). Research trends of marketing: A bibliometric study 1990-2017. Journal of Promotion Management, 26(5), 674-703.
  • Pradhan, P. (2016). Science mapping and visualization tools used in bibliometric & scientometric studies: an overview. INFLIBNET Newsl. Artic. 23(4), 19-33.
  • Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses. Journal of Research in Interactive Marketing, 13(2), 2040-7122.
  • Samiee, S., & Chabowski, B. R. (2012). Knowledge structure in international marketing: a multi-method bibliometric analysis. Journal of the Academy of Marketing Science, 40(2), 364-386.
  • Shang, T., Miao, X., & Abdul, W. (2019). A historical review and bibliometric analysis of disruptive innovation. International Journal of Innovation Science, 11(2), 208-226.
  • Tiago, M. T. P. M. B., & Verissimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.
  • Van Eck, N., & Waltman, L. (2009). Software Survey: VOSviewer, A computer program for bibliometric mapping. Scientometrics, 84(2), 523-538.

BIBLIOMETRIC ANALYSIS OF DIGITAL MARKETING WITH VISUAL MAPPING TECHNIQUE

Yıl 2023, Cilt: 8 Sayı: 1, 101 - 113, 22.06.2023

Emine Şenbabaoğlu Danacı

https://doi.org/10.54452/jrb.1165618

Öz

Digital marketing is a very important position in line with the ever-advancing technology and the changing customer demands and needs. Due to the increase in studies on digital marketing in recent years, this study has been carried out in order to present the studies in the relevant literature to researchers together. In this study, the literature in the field of digital marketing is examined. This study, which examines the literature in the field of digital marketing, offers a quantitative-based approach to current trends in digital marketing. The paper used Vosviewer to analyze 858 digital marketing records from the Web of Science database between 1975 and 2021. This paper explores the whole picture of digital marketing research and shows a visual information structure and evolution of digital marketing. It is thought that this study, in which the dynamism of scientific publication activity is investigated, will shed light on other studies in the field of digital marketing. In this direction, it provides an important reference for academics in order to show the current situation and effective trends in the digital marketing field.

Anahtar Kelimeler

Digital marketing literature Bibliometric analysis Science mapping analysis VOSviewer Web of science

Kaynakça

  • Behera, R. K., Gunasekaran, A., Gupta, S., Kamboj, S., & Bala, P. K. (2020). Personalized digital marketing recommender engine. Journal of Retailing and Consumer Services, 53, 101799.
  • Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson uk.
  • Cobo, M. J., Jürgens, B., Herrero-Solana, V., Martínez, M. A., & Herrera-Viedma, E. (2018). Industry 4.0: a perspective based on bibliometric analysis. Procedia Computer Science, 139, 364-371.
  • Cobo, M. J., López‐Herrera, A. G., Herrera‐Viedma, E., & Herrera, F. (2012). SciMAT: A new science mapping analysis software tool. Journal of the American Society for Information Science and Technology, 63(8), 1609-1630.
  • Cobo, M. J., López‐Herrera, A. G., Herrera‐Viedma, E., & Herrera, F. (2011). Science Mapping Software Tools: Review, Analysis, and Cooperative Study Among Tools. Journal of the American Society for Information Science and Technology, 62(7), 1382-1402.
  • Cobo, Manuel J., López-Herrera, A. G., & Herrera-Viedma E. (2015). A Relational Database Model for Science Mapping Analysis. Acta Polytechnica Hungarica, 12(6), 43-62.
  • Day, G. S. (2011). Closing the marketing capabilities gap. Journal of Marketing, 75(4), 183-195.
  • Ferreira, J. J., Fernandes, C. I., & Kraus, S. (2019). Entrepreneurship research: mapping intellectual structures and research trends. Review of Managerial Science, 13(1), 181-205.
  • Fierro, I., Cardona Arbelaez, D. A., & Gavilanez, J. (2017). Digital marketing: a new tool for international education. Pensamiento & Gestión, (42), 241-260.
  • Goldfarb, A., & Tucker, C. (2019). Digital economics. Journal of Economic Literature, 57(1), 3-43.
  • Goldfarb, A., & Tucker, C. (2019). Digital marketing. Handbook of the Economics of Marketing, 259-290.
  • Huang, Y., Ding, X. H., Liu, R., He, Y., & Wu, S. (2019). Reviewing the domain of technology and innovation management: A visualizing bibliometric analysis. SAGE Open, 9(2), 1-16.
  • Kannan, P.K., & Hongshuang “Alice” Li (2017). Digital Marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45.
  • Key, T. M. (2017). Domains of digital marketing channels in the sharing economy. Journal of Marketing Channels, 24(1-2), 27-38.
  • Khalil, G. M., & Crawford, C. A. G. (2015). A bibliometric analysis of US-based research on the behavioral risk factor surveillance system. American Journal of Preventive Medicine, 48(1), 50-57.
  • Kim, J., Kang, S., & Lee, K. H. (2019). Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles. Journal of Business Research, 130, 552-563.
  • Kotler, P., Kartajaya H., & Setiawan, I. (2017). Marketing 4.0:Moving from traditional to digital.Wiley.
  • Kumar, B., Sharma, A., Vatavwala, S., & Kumar, P. (2020). Digital mediation in business-to-business marketing: A bibliometric analysis. Industrial Marketing Management, 85, 126-140.
  • Kumar, P., Sharma, A., & Salo, J. (2019). A bibliometric analysis of extended key account management literature. Industrial Marketing Management, 82, 276-292.
  • Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.
  • Langan, R., Cowley, S., & Nguyen, C. (2019). The state of digital marketing in academia: An examination of marketing curriculum’s response to digital disruption. Journal of Marketing Education, 41(1), 32-46.
  • Lawani, S. M. (1981). Bibliometrics: its theoretical foundations, methods and applications. Libri, 31(Jahresband), 294-315.
  • Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1-12.
  • Liu, W., Wang, Z., & Zhao, H. (2020). Comparative study of customer relationship management research from East Asia, North America and Europe: A bibliometric overview. Electronic Markets, 30(4), 735-757.
  • Martinez, M. A., Cobo, M. J., Herrera, M. & Herrera-Viedma, E. (2015). Analyzing the scientific evolution of social work using science mapping, Research on Social Work Practice, 25(2), 257-277.
  • Nicolas, C., Valenzuela-Fernández, L., & Merigó, J. M. (2020). Research trends of marketing: A bibliometric study 1990-2017. Journal of Promotion Management, 26(5), 674-703.
  • Pradhan, P. (2016). Science mapping and visualization tools used in bibliometric & scientometric studies: an overview. INFLIBNET Newsl. Artic. 23(4), 19-33.
  • Ritz, W., Wolf, M., & McQuitty, S. (2019). Digital marketing adoption and success for small businesses. Journal of Research in Interactive Marketing, 13(2), 2040-7122.
  • Samiee, S., & Chabowski, B. R. (2012). Knowledge structure in international marketing: a multi-method bibliometric analysis. Journal of the Academy of Marketing Science, 40(2), 364-386.
  • Shang, T., Miao, X., & Abdul, W. (2019). A historical review and bibliometric analysis of disruptive innovation. International Journal of Innovation Science, 11(2), 208-226.
  • Tiago, M. T. P. M. B., & Verissimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.
  • Van Eck, N., & Waltman, L. (2009). Software Survey: VOSviewer, A computer program for bibliometric mapping. Scientometrics, 84(2), 523-538.
Toplam 32 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Emine Şenbabaoğlu Danacı 0000-0002-8402-5904

Yayımlanma Tarihi 22 Haziran 2023
Gönderilme Tarihi 22 Ağustos 2022
Kabul Tarihi 6 Mart 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 8 Sayı: 1

Kaynak Göster

APA Şenbabaoğlu Danacı, E. (2023). BIBLIOMETRIC ANALYSIS OF DIGITAL MARKETING WITH VISUAL MAPPING TECHNIQUE. Journal of Research in Business, 8(1), 101-113. https://doi.org/10.54452/jrb.1165618