A Bibliometric Analysıs of Eye-Tracking Method in Marketing Research

Leyla Bezgin Ediş

Makale detayları

A Bibliometric Analysıs of Eye-Tracking Method in Marketing Research

Yazarlar:

Leyla Bezgin Ediş

Yayıncı:

Bolu Abant Izzet Baysal University

Dergi:

Abant Sosyal Bilimler Dergisi Vol.23 Issue 2, pp.1028-1045

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001296445

pISSN:

2757-9425

Anahtar kelimeler:

Özet:

 The eye-tracking method is used as a research technique in many fields. In this study, a bibliometric analysis of the use of eye tracking in the field of marketing was conducted. The bibliometric analysis in the research was carried out by scanning the words marketing and eye-tracking in the Web of Science database on September 10, 2022. 762 publications were reached as a result of the search: years, research areas, institutions, journals, citation numbers, and keywords. VOSviewer software, which is a text mining technique, was used in keyword analysis. According to the findings of the study, the number of publications on the eye-tracking technique in the field of marketing increased from 1996 to 2020. It was determined that most publications were made at Tilburg University in the Netherlands, and most publications were published in the Journal of Business Research. In the most cited publications on eye tracking in the field of marketing, it was seen that the focus was on advertising analysis, consumer attention, ad recall, store and product design, and labeling.

 The eye-tracking method is used as a research technique in many fields. In this study, a bibliometric analysis of the use of eye tracking in the field of marketing was conducted. The bibliometric analysis in the research was carried out by scanning the words marketing and eye-tracking in the Web of Science database on September 10, 2022. 762 publications were reached as a result of the search: years, research areas, institutions, journals, citation numbers, and keywords. VOSviewer software, which is a text mining technique, was used in keyword analysis. According to the findings of the study, the number of publications on the eye-tracking technique in the field of marketing increased from 1996 to 2020. It was determined that most publications were made at Tilburg University in the Netherlands, and most publications were published in the Journal of Business Research. In the most cited publications on eye tracking in the field of marketing, it was seen that the focus was on advertising analysis, consumer attention, ad recall, store and product design, and labeling.

 The eye-tracking method is used as a research technique in many fields. In this study, a bibliometric analysis of the use of eye tracking in the field of marketing was conducted. The bibliometric analysis in the research was carried out by scanning the words marketing and eye-tracking in the Web of Science database on September 10, 2022. 762 publications were reached as a result of the search: years, research areas, institutions, journals, citation numbers, and keywords. VOSviewer software, which is a text mining technique, was used in keyword analysis. According to the findings of the study, the number of publications on the eye-tracking technique in the field of marketing increased from 1996 to 2020. It was determined that most publications were made at Tilburg University in the Netherlands, and most publications were published in the Journal of Business Research. In the most cited publications on eye tracking in the field of marketing, it was seen that the focus was on advertising analysis, consumer attention, ad recall, store and product design, and labeling.

 Göz izleme yöntemi birçok alanda araştırma tekniği olarak kullanılmaktadır. Bu araştırmada pazarlama alanında göz izleme yönteminin kullanımına ilişkin bibliyometrik analiz yapılmıştır. Araştırmada bibliyometrik analiz, 10.09.2022 tarihinde Web of Science veri tabanında Marketing ve Eye-Tracking kelimeleri taranarak gerçekleştirilmiştir. Tarama sonucunda ulaşılan 762 yayın; yıllara, araştırma alanlarına, kurumlara, dergilere, atıf sayılarına ve anahtar kelimelere göre değerlendirilmiştir. Anahtar kelime analizinde bir metin madenciliği tekniği olan VOSviewer yazılımı kullanılmıştır. Araştırma sonucunda, pazarlama alanında göz izleme tekniğine ilişkin yayınların 1996 yılından 2020 yılına kadar artış gösterdiği görülmüştür. En fazla yayının Hollandada olan Tilburg Üniversitesinde yapıldığı ve yayınların en çok Journal of Business Research dergisinde yayınlandığı belirlenmiştir. Pazarlama alanında göz izleme yöntemine ilişkin en çok atıf alan yayınların ise; reklam analizi, tüketici dikkati, reklam hatırlama, mağaza ve ürün tasarımı, etiketleme konularında yoğunlaştığı görülmüştür.

Makale detayları

A Bibliometric Analysıs of Eye-Tracking Method in Marketing Research

Yazarlar:

Leyla Bezgin Ediş

Yayıncı:

Bolu Abant Izzet Baysal University

Dergi:

Abant Sosyal Bilimler Dergisi Vol.23 Issue 2, pp.1028-1045

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001296445

pISSN:

2757-9425

Eye-Tracking

Bibliometric Analysis

NeuromarketingGöz İzleme

Bibliyometrik Analiz

Nöropazarlama

Sayı

Makale detayları

A Bibliometric Analysıs of Eye-Tracking Method in Marketing Research

Yazarlar: Leyla Bezgin Ediş

Yayıncı: Bolu Abant Izzet Baysal University

Dergi: Abant Sosyal Bilimler Dergisi Vol.23 Issue 2, pp.1028-1045

Belge Tipi: Makale

Yayın Tarihi: 7/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001296445

pISSN: 2757-9425

Eye-Tracking

Bibliometric Analysis

NeuromarketingGöz İzleme

Bibliyometrik Analiz

Nöropazarlama

Sayı

Yazarlar:

Leyla Bezgin Ediş

Yayıncı:

Bolu Abant Izzet Baysal University

Dergi:

Abant Sosyal Bilimler Dergisi Vol.23 Issue 2, pp.1028-1045

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001296445

pISSN:

2757-9425