Reklam ve yapay zekâ ilişkisi: “Journal Of Advertising” dergisindeki makalelerin bibliyometrik analizi
| dc.authorid | 0000-0001-9615-1978 | |
| dc.authorid | 0000-0002-9177-759X | |
| dc.contributor.author | Güngör, Arzu | |
| dc.contributor.author | İmik Tanyıldızı, Nural | |
| dc.date.accessioned | 2024-12-31T08:05:58Z | |
| dc.date.available | 2024-12-31T08:05:58Z | |
| dc.date.issued | 2024 | |
| dc.department | İstanbul Ticaret Üniversitesi | |
| dc.description.abstract | Yapay zeka teknolojisinin hızla yayılması, insan iş gücünün azaltılmasına ve sonuç odaklı çalışmaların daha pratik yapılmasına zemin hazırlamıştır. Bu durum yapay zekanın reklamcılık sektöründe de yer edinmeye başlamasını sağlamıştır. Yapay zekanın reklam süreci üzerindeki etkisi, reklam alanında yeniden bir yapılanmanın olabileceği düşüncesini doğurmaktadır. Geleneksel reklam çalışmalarına kıyasla yapay zeka kullanılarak oluşturulan reklamların bazı avantaj ve dezavantajları da beraberinde getirdiğini söylemek mümkündür. Yeni sayabileceğimiz bu kavramın reklam alan yazındaki konumunu bilmek gerekmektedir. Reklamcılık alanında yapay zeka ile ilgili bilimsel çalışmaların analizi, reklamda yapay zeka kullanımının gelişimi ve gelecekteki araştırmalar için çeşitli potansiyel yollar sunması açısından önemlidir. Bu araştırmada, Social Sciences Citation Index’te taranan “Journal of Advertising” dergisinde yayınlanan reklam ve yapay zeka makaleleri bibliyometrik analizle incelenmiştir. Araştırmanın amacı bibliyometrik ve çerçeveye dayalı bir analiz yaparak reklamda yapay zeka kullanımının gelişimini ortaya koymaktır. Araştırma sonucunda dergide konuyla ilgili ilk makalenin 2019 yılında yayınlandığı ve makalelerde, reklamda yapay zeka kullanımının daha çok teorik olarak ele alındığı görülmüştür. Yapılan analiz ile makalelerin daha çok programatik reklamcılık, hesaplamalı reklamcılık, çevrimiçi reklamlar, yapay zeka ile üretilen reklamlar, dijital veriler, chatbot reklamları ve yapay zeka Influencerları çerçevesinde şekillendiği ve incelendiği gözlemlenmiştir. | |
| dc.description.abstract | While artificial intelligence technology has become a concept mentioned in every line of business today, it is also seen that artificial intelligence is being integrated into communication and marketing activities. Research by companies has found that marketing companies, especially those who care about artificial intelligence, are more likely to double their profits (King, 2020, p. 25). In the age of algorithms, it is possible to say that algorithms and artificial intelligence applications, especially in communication, have increased in importance for users, consumers, and people working in content production. Today, the gap between artificial intelligence and communication research is narrowed by artificial intelligence technologies designed as a communicative tool (Gunkel, 2012; Guzman & Lewis, 2020). Recent developments in the field of artificial intel ligence have led to the integration of morepowerful and result-oriented artificial intelligence technologies into everyday life (Butow & Hoque, 2020; Hohenstein, Kizilcec, Difranzo, Aghajari, Mieczkowski, Levy, Naaman, & Jung, 2023).Most of today’s technology is used in advertising. For example, it enables advanced and digital advertisers and marketers to gain indispensable insights and observations regarding their target demographics. Businesses are now able to acquire, store and explore both structured and unstructured collected data using broad Big Data analysis platforms(Jin, Lin, Yin, Yang, Li, & Deng, 2015). When the research is examined, it is seen that artificial intelligence and advertising studies are increasing dayby day.In this context, where artificial intelligence is located in the field of advertising, what topics are focused on, and what methods and direction of research are important.For this reason, the research aims to analyze scientific articles in which artificial intelligence is the subject of advertising studies.The questions to be examined within the scope of the re search are given below 1. How is the distribution of studies by year? 2. Which universities and countries are the authors affiliated with? 3. What are the titles of the authors? 4. What topics are the studies addressing? 5. Which method did the studies use? The bibliometric analysis method was used to analyze the articles in the journal that were determined in the re search. With this analysis method, the studies in the field of research are examined statistically in terms of author, subject, keyword, referenced work, cited source, and so on and conceptual, conceptual, and conceptual, intellectual, and social struc ture is tried to be revealed (Bozkurt & Çetin, 2016; Erkan, 2020). In order to collect the data in theresearch, “Journal of Advertising” journal “artificial intelligence”, the word artificial intelligence, was searched and 69 articles reached as a result of the search were examined one by one. In this context, it was determined thatsome studies were not related to artificial intelligence and were not included in the research. Only 26 articles suitable for the purpose of the research were examined in this context by the method of bibliometric analysis.Theuniverse of the research is composed of articles in Q1 journals that contain publications on advertising and artificial intelligence. As a sample, the most publications of Q1 magazines containing these topics weredetermined in the search engine.From these journals, each journal was given a number by using the lottery method, which is one of the simple random sampling methods, and the “Journal of Advertising” journal was selectedamong these journals. The research was limited to articles on artificial intelligence and advertising published in the “Journal of Advertising”, which is scanned in the Social Sciences Citation Index, which is a Q1 journal. According to the findings, the first study was published in 2019 and the most studies were published in 2022. In this context, it can be stated that in 2019 there were 4, 2020 there were 4, in 2021 there were 6, in 2022 there were 7 and in 2023 there were 5 studies.When the published studies were evaluated according to types, it was found that 10 of the 26 studies were conducted as theoretical discussions. 7 studies used artificial intelligence in methodand analysis, 8 quantitative methods, 2 qualitative studies, 5 experimental studies, and 1 mixed method were applied in the context of the relationship between artificial intelligence and advertising. It is also among theresults that field research and experiments were studied more in 2023. In the light of these data, it is possible to say that the studies in the field of artificial intelligence and advertising have developed on discussion and observation, and the studies that have developed in terms of methodology have started to intensify in recent years as we get to know and use artificial intelligence. When the results are evaluated in terms of topics, programmatic advertising, computational advertising, online ads, artificial intelligence generated ads, digital data, chatbot ads and artificial intelligence influencers are discussed in the gen eral framework.In terms of authors, Northwestern University, University of Alabama, Nanyang Technological University an University of Minnesota had more authors. According to the same data, universities in the USA are at the forefront in studies on this subject. In the journal,which was examined with the analysis made as a result of the research, it was found that the articles on artificial intelligence and advertising generally deal with the subject in theory and the field researches remain in the background in this regard.The concept of artificial intelligence is tried to be positioned in advertising studies.In order to reveal the positive and negative aspects of artificial intelligence in the field of advertising and its effects on thefield, it is thought that field studies should be given weight and importance in addition to theoretical studies. | |
| dc.identifier.citation | Güngör, A. ve İmik Tanyıldızı, N. (2024). Reklam ve Yapay Zekâ İlişkisi: “Journal Of Advertising” Dergisindeki Makalelerin Bibliyometrik Analizi. Intermedia International e-Journal, 11(21) 104-126. | |
| dc.identifier.doi | 10.56133/intermedia.1533851 | |
| dc.identifier.endpage | 126 | |
| dc.identifier.issn | 2149-3669 | |
| dc.identifier.issue | 21 | |
| dc.identifier.startpage | 104 | |
| dc.identifier.uri | https://hdl.handle.net/11467/9405 | |
| dc.identifier.volume | 11 | |
| dc.indekslendigikaynak | TR-Dizin | |
| dc.language.iso | tr | |
| dc.publisher | Istanbul Commerce University | |
| dc.relation.ispartof | Intermedia International e-Journal | |
| dc.relation.publicationcategory | Makale - Uluslararası Hakemli Dergi - Başka Kurum Yazarı | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.subject | Reklam | |
| dc.subject | Yapay Zeka | |
| dc.subject | Journal Of Advertising | |
| dc.subject | Bibliyometrik Analiz | |
| dc.subject | Advertising | |
| dc.subject | Artificial Intelligence | |
| dc.subject | Journal of Advertising | |
| dc.subject | Bibliometric Analysis | |
| dc.title | Reklam ve yapay zekâ ilişkisi: “Journal Of Advertising” dergisindeki makalelerin bibliyometrik analizi | |
| dc.title.alternative | Relationship between advertising and artificial intelligence: Bibliometric analysis of articles in the “Journal of Advertising” | |
| dc.type | Article |
