THE BIBLIOMETRIC ANALYSIS OF SCIENTIFIC PAPERS PUBLISHED ON DIRECT MARKETING

Aytaç Güt; Sevi Baloğlu Sevinç; Mahmut Selami Akın

Makale detayları

THE BIBLIOMETRIC ANALYSIS OF SCIENTIFIC PAPERS PUBLISHED ON DIRECT MARKETING

Yazarlar:

Aytaç Güt | Sevi Baloğlu Sevinç | Mahmut Selami Akın

Yayıncı:

Trakya University

Ana Başlıklar:

Pazarlama İletişimi

Dergi:

Trakya Üniversitesi Sosyal Bilimler Dergisi Vol.27 Issue Ek, pp.273-296

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001348963

pISSN:

1305-7766

Anahtar kelimeler:

Özet:

 The objective of this study is to conduct a bibliometric analysis of scientific articles published on direct marketing. The aim is to determine which authors, works, and sources are prominent in the literature on direct marketing. This will provide a comprehensive overview of the existing literature and shed light on the researchers who will conduct studies on the subject. In the course of this study, the term direct marketing was entered in the title, keywords, or abstract sections of articles in the field of business administration in the Web of Science database. A total of 514 publications were subjected to bibliometric analysis through the VOSviewer 1.6.20 software. The analysis yielded the following prominent authors in the field of direct marketing: Linda D. Hollebeek, Sonja Gensler, Roderick J. Brodie, Peter C. Verhoef, and Mark S. Glynn. The most frequently used keywords in conjunction with direct marketing were social media, internet, and customer relationship management. The most cited source was the Journal of Interactive Marketing. In light of the research findings, it is anticipated that future research focusing on new marketing strategies and technologies brought about by digitalization will make a significant contribution to the existing body of literature.

 The objective of this study is to conduct a bibliometric analysis of scientific articles published on direct marketing. The aim is to determine which authors, works, and sources are prominent in the literature on direct marketing. This will provide a comprehensive overview of the existing literature and shed light on the researchers who will conduct studies on the subject. In the course of this study, the term direct marketing was entered in the title, keywords, or abstract sections of articles in the field of business administration in the Web of Science database. A total of 514 publications were subjected to bibliometric analysis through the VOSviewer 1.6.20 software. The analysis yielded the following prominent authors in the field of direct marketing: Linda D. Hollebeek, Sonja Gensler, Roderick J. Brodie, Peter C. Verhoef, and Mark S. Glynn. The most frequently used keywords in conjunction with direct marketing were social media, internet, and customer relationship management. The most cited source was the Journal of Interactive Marketing. In light of the research findings, it is anticipated that future research focusing on new marketing strategies and technologies brought about by digitalization will make a significant contribution to the existing body of literature.

 The objective of this study is to conduct a bibliometric analysis of scientific articles published on direct marketing. The aim is to determine which authors, works, and sources are prominent in the literature on direct marketing. This will provide a comprehensive overview of the existing literature and shed light on the researchers who will conduct studies on the subject. In the course of this study, the term direct marketing was entered in the title, keywords, or abstract sections of articles in the field of business administration in the Web of Science database. A total of 514 publications were subjected to bibliometric analysis through the VOSviewer 1.6.20 software. The analysis yielded the following prominent authors in the field of direct marketing: Linda D. Hollebeek, Sonja Gensler, Roderick J. Brodie, Peter C. Verhoef, and Mark S. Glynn. The most frequently used keywords in conjunction with direct marketing were social media, internet, and customer relationship management. The most cited source was the Journal of Interactive Marketing. In light of the research findings, it is anticipated that future research focusing on new marketing strategies and technologies brought about by digitalization will make a significant contribution to the existing body of literature.

 Çalışmada, doğrudan pazarlama konusu üzerine yayımlanmış bilimsel makalelerin bibliyometrik analizinin yapılması amaçlanmıştır. Buna göre, doğrudan pazarlama ile ilgili literatürde hangi yazarların, eserlerin, kaynakların öne çıktığını saptamak, böylelikle mevcut alan yazının fotoğrafının çekilmesi ve konu üzerine çalışma yürütecek araştırmacılara ışık tutmak hedeflenmiştir. Çalışma kapsamında Web of Science veri tabanında işletme alanında yer alan makalelerin başlık, anahtar kelimeler veya özet kısımlarında direct marketing sorgusu girilmiş ve 514 yayın VOSviewer 1.6.20 yazılımı aracılığıyla bibliyometrik analize tabi tutulmuştur. Analiz sonucunda doğrudan pazarlama alanında öne çıkan yazarlar Linda D. Hollebeek, Sonja Gensler, Roderick J. Brodie, Peter C. Verhoef ve Mark S. Glynn olmuştur. Doğrudan pazarlama ile birlikte en sık kullanılan anahtar kelimeler social media, internet ve customer relationship management iken, bu konuda en çok atıf alan kaynak ise Journal of Interactive Marketing olarak saptanmıştır. Araştırma bulguları dikkate alındığında gelecekteki araştırmaların, dijitalleşmenin getirdiği yeni pazarlama stratejileri ve teknolojiler üzerine odaklanması, alanyazına önemli katkılar sağlayacağı düşünülmektedir.

Makale detayları

THE BIBLIOMETRIC ANALYSIS OF SCIENTIFIC PAPERS PUBLISHED ON DIRECT MARKETING

Yazarlar:

Aytaç Güt | Sevi Baloğlu Sevinç | Mahmut Selami Akın

Yayıncı:

Trakya University

Ana Başlıklar:

Pazarlama İletişimi

Dergi:

Trakya Üniversitesi Sosyal Bilimler Dergisi Vol.27 Issue Ek, pp.273-296

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001348963

pISSN:

1305-7766

Direct marketing

Customer relationship management

Bibliometric analysisDoğrudan pazarlama

Müşteri ilişkileri yönetimi

Bibliyometrik analiz

Sayı

Makale detayları

THE BIBLIOMETRIC ANALYSIS OF SCIENTIFIC PAPERS PUBLISHED ON DIRECT MARKETING

Yazarlar: Aytaç Güt | Sevi Baloğlu Sevinç | Mahmut Selami Akın

Yayıncı: Trakya University

Ana Başlıklar: Pazarlama İletişimi

Dergi: Trakya Üniversitesi Sosyal Bilimler Dergisi Vol.27 Issue Ek, pp.273-296

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001348963

pISSN: 1305-7766

Direct marketing

Customer relationship management

Bibliometric analysisDoğrudan pazarlama

Müşteri ilişkileri yönetimi

Bibliyometrik analiz

Sayı

Yazarlar:

Aytaç Güt | Sevi Baloğlu Sevinç | Mahmut Selami Akın

Yayıncı:

Trakya University

Ana Başlıklar:

Pazarlama İletişimi

Dergi:

Trakya Üniversitesi Sosyal Bilimler Dergisi Vol.27 Issue Ek, pp.273-296

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001348963

pISSN:

1305-7766