Bibliometric Analysis of Studies on Product Placement as a Marketing Communication Tool with Visual Mapping Technique

Mehmet Sağlam; Rabia Serbest

Makale detayları

Bibliometric Analysis of Studies on Product Placement as a Marketing Communication Tool with Visual Mapping Technique

Yazarlar:

Mehmet Sağlam | Rabia Serbest

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Medya Teknolojileri | Yeni Medya | İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Intermedia International E-journal Vol.12 Issue 22, pp.488-511

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001345329

pISSN:

2149-3669

Anahtar kelimeler:

Özet:

 In this study, it is aimed to examine the studies published internationally between 1994 and 2024 on product placement as one of the marketing communication tools with bibliometric analysis according to certain restrictions. In this regard, bibliometric analysis of the data obtained from Web of Science and Scopus databases was carried out with the Vosviewer program. Analyzes were made according to author, country, publication citation, journal, keywords and methodological characteristics. SPAR-4-SLR protocol was used in the study. As a result of the study it was concluded that the author who contributed the most to the studies was Jörg Matthes. It was determined that the majority of the studies included authors from the USA and the International Journal of Advertising was the journal in which the most studies were published. The most cited study is Russell 2002. It was observed that the number of publications was highest in 2018 and decreased thereafter. In the keyword analysis, it was revealed that concepts such as product placement, advertising, brand placement, marketing, persuasion knowledge, brand recall, brand attitude, movies and television are the most used concepts. In terms of methodological characteristics, it has been observed that quantitative methods are used more predominantly, there are more studies with two and three authors, and techniques such as experimental design, surveys and eye tracking are used. Based on these findings, the study results were evaluated and discussed. Implications and future research directions were included.

 In this study, it is aimed to examine the studies published internationally between 1994 and 2024 on product placement as one of the marketing communication tools with bibliometric analysis according to certain restrictions. In this regard, bibliometric analysis of the data obtained from Web of Science and Scopus databases was carried out with the Vosviewer program. Analyzes were made according to author, country, publication citation, journal, keywords and methodological characteristics. SPAR-4-SLR protocol was used in the study. As a result of the study it was concluded that the author who contributed the most to the studies was Jörg Matthes. It was determined that the majority of the studies included authors from the USA and the International Journal of Advertising was the journal in which the most studies were published. The most cited study is Russell 2002. It was observed that the number of publications was highest in 2018 and decreased thereafter. In the keyword analysis, it was revealed that concepts such as product placement, advertising, brand placement, marketing, persuasion knowledge, brand recall, brand attitude, movies and television are the most used concepts. In terms of methodological characteristics, it has been observed that quantitative methods are used more predominantly, there are more studies with two and three authors, and techniques such as experimental design, surveys and eye tracking are used. Based on these findings, the study results were evaluated and discussed. Implications and future research directions were included.

 In this study, it is aimed to examine the studies published internationally between 1994 and 2024 on product placement as one of the marketing communication tools with bibliometric analysis according to certain restrictions. In this regard, bibliometric analysis of the data obtained from Web of Science and Scopus databases was carried out with the Vosviewer program. Analyzes were made according to author, country, publication citation, journal, keywords and methodological characteristics. SPAR-4-SLR protocol was used in the study. As a result of the study it was concluded that the author who contributed the most to the studies was Jörg Matthes. It was determined that the majority of the studies included authors from the USA and the International Journal of Advertising was the journal in which the most studies were published. The most cited study is Russell 2002. It was observed that the number of publications was highest in 2018 and decreased thereafter. In the keyword analysis, it was revealed that concepts such as product placement, advertising, brand placement, marketing, persuasion knowledge, brand recall, brand attitude, movies and television are the most used concepts. In terms of methodological characteristics, it has been observed that quantitative methods are used more predominantly, there are more studies with two and three authors, and techniques such as experimental design, surveys and eye tracking are used. Based on these findings, the study results were evaluated and discussed. Implications and future research directions were included.

 Bu çalışmada, pazarlama iletişim araçlarından biri olan ürün yerleştirme konusunda 1994-2024 yılları arasında uluslararası alanda yayınlanmış çalışmaların belirli kısıtlara göre bibliyometrik analizle incelenmesi amaçlanmıştır. Bu bağlamda Web of Science ve Scopus veri tabanlarından elde edilen verilerin bibliyometrik analizi Vosviewer programı ile gerçekleştirilmiştir. Analizler yazar, ülke, yayın atıfı, dergi, anahtar kelimeler ve metodolojik özelliklere göre yapılmıştır. Çalışmada SPAR-4-SLR protokolü kullanılmıştır. Çalışma sonucunda çalışmalara en fazla katkı sağlayan yazarın Jörg Matthes olduğu sonucuna varılmıştır. Çalışmaların çoğunluğunun ABDli yazarlardan oluştuğu ve en fazla çalışmanın yayınlandığı derginin International Journal of Advertising olduğu belirlenmiştir. En fazla atıf alan çalışma Russell 2002dır. Yayın sayısının 2018 yılında en yüksek olduğu ve bundan sonra azaldığı görülmüştür. Anahtar kelime analizinde ürün yerleştirme, reklamcılık, marka yerleştirme, pazarlama, ikna bilgisi, marka hatırlama, marka tutumu, film ve televizyon gibi kavramların en çok kullanılan kavramlar olduğu ortaya çıkmıştır. Metodolojik özellikler açısından ise nicel yöntemlerin daha baskın kullanıldığı, iki ve üç yazarlı daha fazla çalışma olduğu, deneysel tasarım, anket ve göz izleme gibi tekniklerin kullanıldığı görülmüştür. Bu bulgulardan hareketle çalışma sonuçları değerlendirilmiş ve tartışılmış, çıkarımlara ve gelecek çalışma önerilerine yer verilmiştir.

Makale detayları

Bibliometric Analysis of Studies on Product Placement as a Marketing Communication Tool with Visual Mapping Technique

Yazarlar:

Mehmet Sağlam | Rabia Serbest

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Medya Teknolojileri | Yeni Medya | İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Intermedia International E-journal Vol.12 Issue 22, pp.488-511

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001345329

pISSN:

2149-3669

Product Placement

Marketing Communication

Bibliometric Analysis

VOSviewer

Visual MappingÜrün Yerleştirme

Pazarlama İletişimi

Bibliyometrik Analiz

VOSviewer

Görsel Haritalama

Sayı

Makale detayları

Yazarlar: Mehmet Sağlam | Rabia Serbest

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: Medya Teknolojileri | Yeni Medya | İletişim ve Medya Çalışmaları (Diğer)

Dergi: Intermedia International E-journal Vol.12 Issue 22, pp.488-511

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: İngilizce

Document ID (Org No.): 2001345329

pISSN: 2149-3669

Sayı

Yazarlar:

Mehmet Sağlam | Rabia Serbest

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Medya Teknolojileri | Yeni Medya | İletişim ve Medya Çalışmaları (Diğer)

Dergi:

Intermedia International E-journal Vol.12 Issue 22, pp.488-511

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

İngilizce

Document ID (Org No.):

2001345329

pISSN:

2149-3669