COVID-19 Pandemi Döneminde Pazarlama Literatüründeki Eğilimler: Bibliyometrik Analizle Bir İnceleme

Bu çalışmanın amacı, COVID-19 pandemi döneminde pazarlama literatüründe yapılan çalışmalar tespit edilerek pazarlama yazınında yapılacak gelecek çalışmalar için teorik bir alt yapı oluşturmaktır. 2020 yılının Ocak ve Temmuz ayları arasındaki COVID-19 pandemi dönemini kapsayan 76 adet Web of Science (WoS) ve 204 adet Scopus veritabanındaki toplam 280 adet çalışma “2019-nCoV”,“COVID-19” ve “Coronavirus Disease 2019” ile “marketing” ve “consumer behavior” gibi anahtar kelimeler ile veritabanlarında taranarak nicel araştırma yöntemi ve VOSviewer 1.6.15 yazılım programı kullanılarak bibliyometrik analiz yöntemi ile incelenmiştir. Araştırmada elde edilen bulgulara göre ortak yazarlık analizinde ABD ve Çin’in literatüre katkıları en çok olan ülkeler olduğu, ortak yazarlık küme analizinde ise Belçika, Kamerun gibi dokuz ülkenin ilk kümede yer aldığı, en çok atıf alan yazarlar, ortak atıf analizinde çalışmaların temelde dört gruba ayrıldığı, ortak varlık analizinde ise “pazarlama iletişimi, hedonik motivasyon, mobil sağlık uygulamaları, turizm, panik satın alma, reklam, tüketici talebi, tüketici davranışları, tüketici sözleşmeleri, kriz yönetimi, gıda fiyatları, sürdürülebilirlik” ana temalarının olduğu tespit edilmiştir.

Anahtar Kelimeler:

Pazarlama, Tüketici Davranışları, Bibliyometrik Analiz, COVID-19

The Trends of Marketing Literature during the COVID-19 Pandemic: A Review with Bibliometric Analysis

The purpose of this study is to determine the studies in the marketing literature during the period of the COVID-19 pandemic and to establish a theoretical background for future studies in the marketing literature. A total of 280 studies in 76 Web of Science (WoS) and 204 Scopus databases, covering the COVID-19 pandemic period between January and July 2020, were conducted with "2019-nCoV", "COVID-19" and "Coronavirus Disease 2019" as found using keywords such as “marketing” and “consumer behaviour” and as analysed via a bibliometric analysis method using the quantitative research method and the VOSviewer 1.6.15 software program. It was found that in the co-authorship analysis, the USA and China are the countries with the largest contributions to the literature, and in the co-authorship cluster analysis, nine countries including Belgium and Cameroon are in the first cluster, most cited authors, co-citation analysis was basically divided into four groups, where their main theme was “marketing communication, hedonic motivation, telemedicine, tourism, panic buying, advertising, consumer demand, consumer behaviour, consumer contracts, crisis management, food prices, sustainability” in the analysis of joint assets.

Keywords:

Marketing, Consumer Behaviours, Bibliometric Analysis, COVID-19,

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