Dijital Reklam Araştırmasında Temel Eğilimler: SSCI'de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi

Bu çalışmada 10 yıllık dönemde Social Sciences Index’de (SSCI) taranan dergilerde yayımlanan dijital reklamcılığa odaklanan makaleler analiz edilmektedir. Bu çalışmanın temel amacı, dijital reklam araştırması alanındaki ön plana çıkan eğilimleri ortaya koymaktır. Bu bağlamda, araştırma eğilimleri reklam alanındaki önde gelen hakemli akademik yayınlara odaklanılarak analiz edilmiştir. Tanımlayıcı nitelikte olan bu araştırmada, 2003-2012 yılları arasında Journal of Advertising, Journal of Advertising Research and International Journal of Advertising dergilerinde yayımlanan makaleleri incelemek amacıyla içerik analizi gerçekleştirilmiştir. Bu çerçevede, analiz edilen dönemde makaleler derginin yılı, yayının adı, yazar(lar)ın mesleği, yazarın bağlı olduğu kurumun konumu, çalışmanın ana odağı, makale tipi, araştırma tasarımı, yöntem ve örneklem kategorileri altında kodlanmıştır. Çalışmanın bulguları, 2003-2012 yılları arasında Journal of Advertising, Journal of Advertising Research and International Journal of Advertising dergilerinde çoğunlukla ampirik ve etkiye odaklanan niceliksel araştırmaların yayımlandığını göstermektedir.

Anahtar Kelimeler:

Reklam, içerik analizi, dijital reklamcılık, iletişim araştırması

Dijital Reklam Araştırmasında Temel Eğilimler: SSCI'de Taranan Dergilerde Yayımlanan Makalelerin İçerik Analizi

In this study, the articles focused on digital advertising published in the journal indexed in Social Sciences Index (SSCI) in a 10-year period were analyzed. The main objective of the study is to reveal the prominent inclinations in the field of digital advertising research. Within this context, the research trends were examined focusing on the premier refereed academic publication in the field of advertising. In this descriptive research, content analysis was performed in order to investigate the articles published in Journal of Advertising, Journal of Advertising Research and International Journal of Advertising in a period between 2003 and 2012. In this frame, the articles were coded according to categories named as the year of journal, name of publication, occupation of the author(s), domicile of author affiliation, main focus of the study, article type, research design, method, and sample during the period under review. The findings of the study indicated that empirical, quantitative researches focused on effect were overwhelmingly conducted in the Journal of Advertising Research, the International Journal of Advertising, and the Journal of Advertising between the period of 2003 and 2012. In addition, it was revealed that multiple methods were predominantly employed, and general population and students preferred as sample.

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