Zübeyir ÇELİK, Osman ÖZDEMİR, Mehmet SAĞLAM, Aypar USLU

GELENEKSEL, DİJİTAL VE FİJİTAL PAZARLAMA BAĞLAMINDA AMPİRİK ÇALIŞMALARIN BİBLİYOMETRİK VERİ KAYNAKLARININ KARŞILAŞTIRMALI ANALİZİ

Bu çalışmanın amacı, 1960-1979 (geleneksel pazarlama) 1980-2006 (dijital pazarlama) 2007-2021 (fijital pazarlama) dönemini kapsayan pazarlama alanlarında ampirik tüketici davranışları araştırmalarındaki son gelişmeleri değerlendirmek ve karşılaştırmalı olarak incelemektir. Çalışma kapsamında geleneksel, dijital ve fijital pazarlama alanındaki ampirik çalışmalar yayın kaynağı türü, temel özellikleri, çalışma konusu, teorik altyapı, araştırma değişkenleri açısından 5 adımda incelenmiştir. Veri analizinde VOSviewer programı ile gerçekleştirilen bibliyometrik analiz kullanılmıştır. Çalışma sonucunda farklı pazarlama alanlarına yönelik farklı dergilerin yayın sürecine dahil edildiği ve fijital pazarlama çalışmalarında yazar sayısının arttığı tespit edilmiştir. Karma yöntemlerin ön plana çıktığı, anketin en çok kullanılan veri toplama aracı olduğu ve YEM analizinin son zamanlarda daha fazla kullanılmaya başlandığı sonucuna varılmıştır. Geleneksel pazarlamada marka satın alma niyeti, karar verme süreci, memnuniyetsizlik/memnuniyet konuları ön plana çıkarken, dijital pazarlamada TAM teorisi temelinde online incelemeler önem kazanırken, fijital pazarlamada AR ve VR teknolojileri konuları öne çıkmıştır. Araştırma değişkenleri açısından niyet, tutum ve memnuniyet temaları tüm dönemlerde motor temalar olarak ön plana çıkmıştır.

Anahtar Kelimeler:

Geleneksel Pazarlama, Dijital Pazarlama, Fijital Pazarlama, Bibliyometrik Veri, Karşılaştırmalı Analiz

COMPARATIVE ANALYSIS OF BIBLIOMETRIC DATA SOURCES OF EMPIRICAL STUDIES IN THE CONTEXT OF TRADITIONAL, DIGITAL AND PHYGITAL MARKETING

The aim of this study is to evaluate and comparatively examine the latest developments of empirical consumer behavior research in the field of marketing, covering the period 1960-1979 (traditional marketing) 1980-2006 (digital marketing) 2007-2021 (phygital marketing). Within the scope of the study, empirical studies in the field of traditional, digital and phygital marketing were examined in 5 steps in terms of publication source type, basic characteristics, study subject, theoretical background, research variables. In data analysis, bibliometric analysis was used with VOSviewer program. As a result of the study, it has been determined that different journals for different marketing fields are included in the publication production process, and the number of authors has increased in phygital marketing studies. It was concluded that mixed methods came to the fore, the questionnaire was the most used data collection tool, and SEM analysis started to be used more recently. While brand purchase intention, decision making process, dissatisfaction/satisfaction subjects come to the fore in traditional marketing, online reviews have gained importance on the basis of TAM theory in digital marketing, AR and VR technologies are concentrated in phygital marketing. In terms of research variables, intention, attitude and satisfaction themes came to the fore as motor themes in all periods.

Keywords:

Traditional Marketing, Digital Marketing, Phygital Marketing, Bibliometric Data, Comparative Analysis,

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