Niş Pazarlama Yaklaşımının Bibliyometrik Analiz İle İncelenmesi

Amaç – Bu çalışmanın amacı, pazarlama literatüründe yer alan niş pazarlama yazınındaki ana temaları belirleyip pazarlama alanında niş pazarlama kavramına yönelik gelecek araştırmalara kavramsal bir çerçeve hazırlamaktır. Yöntem – Nicel araştırma yönteminin kullanıldığı bu çalışmada araştırmanın amacı doğrultusunda VOSviewer 1.6.15 yazılım programı aracılığıyla bibliyometrik analiz yöntemi kullanılmıştır. Web of Science Core Collection veri tabanında yer alan tüm çalışmalar (makale, bildiri, kitap incelemesi vs.) Boolean taraması temel alınarak “niche marketing” şeklinde konu başlığı olarak taranmıştır. 1983- 2020 yılları arasındaki 32 çalışma ortak atıf, yazar ve varlık ile bibliyografik eşleme analizleri bibliyometrik analiz yöntemi ile incelenmiştir. Bulgular – Araştırma sonuçları niş pazarlama ile ilgili olarak 2017 yılından itibaren yapılan çalışmalarda artış yaşandığını, çalışmaların yaygın olarak ABD’de yapıldığını, Anzuka, Cuthbert ve Hsu gibi yazarların literatüre en çok katkı yapan yazarlar arasında yer aldığını, Brown (1995), Drea ve Hanna (2000), Hollingsworth (2001), Eaton (2006), Malin (2010) ve Anzaku ve Salau’nun (2017) çalışmalarının en çok atıf alan çalışmalar olduğunu, Kanada, Yeni Zelanda, Çin ve Türkiye gibi ülkelerde en fazla atıf yapıldığını, tarım, giyim, tekstil, bilgi teknolojileri gibi kavramların bir arada kullanıldığını göstermiştir. Tartışma – Niş pazarlama, son yıllarda teorik çalışmalarda artış yaşandığı bir çalışma alanı olsa da bu alanda sınırlı sayıda çalışmanın olduğu düşünüldüğünde gerek pazarlama uygulayıcıları gerekse akademisyenler açısından araştırılması ve incelenmesi gereken, işletmelere farklı sektörler ve pazar bölümlerinde rekabet avantajı sağlayabilecek bir konu olarak karşımıza çıkmaktadır.

The Review of Niche Marketing Approach With Bibliometric Analysis

Purpose – The aim of this study is to determine the main themes in the niche marketing literature in the marketing literature and to prepare a conceptual framework for future research in the field of marketing in the field of niche marketing. Design/methodology/approach – In this study, in which quantitative research method was used, for the purpose of the research, the bibliometric analysis method was used through the VOSviewer 1.6.15 software program. All the studies (articles, papers, book reviews, etc.) in the Web of Science Core Collection database have been scanned as “niche marketing” based on Boolean scanning. Between 1983 and 2020, 32 studies were analyzed by bibliometric analysis method with co-citation, co-authorship and co-occurence, and bibliographic coupling analysis. Findings – The results of the research show that there has been an increase in studies on niche marketing since 2017; studies are widely done in the USA; the authors like Anzuka, Cuthbert and Hsu are among the most contributing authors to the literature; Brown (1995), Drea and Hanna (2000), Hollingsworth (2001), Eaton (2006), Malin (2010) and Anzaku and Salau (2017) are the most cited studies; most reference was made in countries such as Canada, New Zealand, China and Turkey; it showed that concepts such as agriculture, clothing, textile, information technologies are used together. Discussion – Although niche marketing is a field of study in which there has been an increase in theoretical studies in recent years, considering the limited number of studies in this field, it emerges as a subject that needs to be researched and examined in terms of both marketing practitioners and academics, which can provide businesses with competitive advantage in different sectors and market segments.

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