Ürün yerleştirme üzerine yapılmış çalışmaların bibliyometrik analiz ile değerlendirilmesi
Küçük Resim Yok
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Çalışmada 1994-2024 yılları arasında pazarlama iletişim araçlarına alternatif bir yaklaşım olarak ürün yerleştirme uygulamasının uluslararası alanda yayınlanan makalelerin belirli kısıtlarla bibliyometrik analiz ile incelenmesi amaçlanmıştır. Bu doğrultuda Web of Science ve Scopus veri tabanlarından elde edilen verilerin Vosviewer programı ile bibliyometrik analizi yapılmıştır. Çalışma kapsamında; ülke, yazar, dergi, anahtar kelimeler, özet ve metodolojik yaklaşıma göre analizler yapılmıştır. Araştırma sonucunda, Ürün yerleştirme konusunda; çalışmalara en fazla katkı sağlayan yazarın Jörg Matthes olduğu ve iki yazarlı çalışmaların daha fazla yayınlandığı sonucuna varılmıştır. Ürün yerleştirme ile ilgili kaynakların en çok ABD'de yer verildiği ve 'International Journal Of Advertısıng' dergisinin en çok çalışmaların yayınlandığı dergi olduğu sonucuna varılmıştır. Çalışmaların en çok 2018 yılında çalışıldığı ve sonrasında azaldığı görülmüştür Nicel yöntemlerin daha ağırlıklı olarak kullanıldığı ve deneysel tasarım, anket, göz izleme gibi tekniklerden yararlanıldığı görülmüştür. Özet analizinde reklam, marka tutumu, oyun, açığa çıkarma/ifşa etme, makale; anahtar kelime analizinde ise ürün yerleştirme, reklam, marka yerleştirme, pazarlama ve ikna becerisi gibi kavramların daha fazla kullanılan kavramlar olduğu ortaya çıkmıştır.
The study aims to examine, through bibliometric analysis with specific constraints, articles published internationally between 1994 and 2024 on the practice of product placement as an alternative approach to marketing communication tools. In this regard, bibliometric analysis of the data obtained from the Web of Science and Scopus databases was conducted using the Vosviewer program. Within the scope of the study, analyses were conducted based on country, author, journal, keywords, abstract, and methodological approach. As a result of the research, it was concluded that Jörg Matthes has made the most significant contribution to studies on product placement, and that publications with two authors are more prevalent. The research revealed that the majority of sources related to product placement are attributed to the United States, and the 'International Journal of Advertising' is identified as the journal with the highest number of publications on this subject. It has been observed that the studies were most actively conducted in the year 2018 and decreased thereafter. Quantitative methods were predominantly employed, and techniques such as experimental design, surveys, and eye tracking were utilized. In the abstract analysis, emphasis was placed on concepts such as advertising, brand attitude, game, disclosure, and article. In the keyword analysis, the focus was on terms such as product placement, advertising, brand placement, marketing, and persuasive skills.
The study aims to examine, through bibliometric analysis with specific constraints, articles published internationally between 1994 and 2024 on the practice of product placement as an alternative approach to marketing communication tools. In this regard, bibliometric analysis of the data obtained from the Web of Science and Scopus databases was conducted using the Vosviewer program. Within the scope of the study, analyses were conducted based on country, author, journal, keywords, abstract, and methodological approach. As a result of the research, it was concluded that Jörg Matthes has made the most significant contribution to studies on product placement, and that publications with two authors are more prevalent. The research revealed that the majority of sources related to product placement are attributed to the United States, and the 'International Journal of Advertising' is identified as the journal with the highest number of publications on this subject. It has been observed that the studies were most actively conducted in the year 2018 and decreased thereafter. Quantitative methods were predominantly employed, and techniques such as experimental design, surveys, and eye tracking were utilized. In the abstract analysis, emphasis was placed on concepts such as advertising, brand attitude, game, disclosure, and article. In the keyword analysis, the focus was on terms such as product placement, advertising, brand placement, marketing, and persuasive skills.
Açıklama
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, İşletme Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
