Öz
Bu çalışma, influencer pazarlamanın literatürdeki kullanım etkisini haritalandırarak entelektüel yapısını anlamayı ve bu alanda çalışan akademisyenler için gelecekteki araştırma gündemini önererek, sosyal medyanın ortaya çıkışı ve influencer'ların yaygınlaşmasıyla birlikte bu alandaki eksiklikleri gidermeyi hedeflemektedir. Çalışmada, VOSviewer paketi ve Web of Science veri tabanı (WOS) verileri kullanılarak analizler gerçekleştirilmiştir. Bu kapsamda; atıf analizi, bibliyografik eşleme, anahtar kelime analizi, yazar atıf analizi gibi farklı analizler ile influencer pazarlama kavramına dair yapılan çalışmaların gelişimi ve haritası oluşturulmuştur. Influencer pazarlama ile ilgili en çok kullanılan anahtar kelimelerin influencer marketing (etkileyici pazarlama), social media (sosyal medya), social media influencers (sosyal medya etkileyicileri), instagram ve social media marketing (sosyal medya pazarlaması) olduğu tespit edilmiştir. Bu çalışma, influencer pazarlama alanında kapsamlı bir bibliyometrik analiz gerçekleştiren ve alanın gelişimini haritalayan ilk girişimlerden biridir. Çalışmanın bulguları, akademisyenler için gelecekteki araştırma alanları ve eğilimleri belirlemede faydalı olabilir.
Anahtar Kelimeler
İnfluencer Pazarlama Sosyal Medya Pazarlaması VOSviewer Web of Science Bibliyometrik Analiz
Kaynakça
- Audrezet, A., de Kerviler, G. ve Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008
- Bailis, R. (2019). The state of influencer marketing: 10 influencer marketing statistics to inform where you invest. BigCommerce. https://www.bigcommerce.com/blog/influencer-marketing-statistics/
- Lazarsfeld, P. F., Berelson, B. ve Gaudet, H. (1948). The people's choice: How the voter makes up his mind in a presidential campaign. Columbia University Press.
- Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z. ve Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of Marketing, 86(6), 93-115. https://doi.org/10.1177/00222429221102889
- Penttinen, V., Ciuchita, R. ve Čaić, M. (2022). YouTube it before you buy it: The role of parasocial interaction in consumer-to-consumer video reviews. Journal of Interactive Marketing, 57(4), 561-582. https://doi.org/10.1177/10949968221102825
- Ries, A. ve Trout, J. (2012). Positioning: The battle for your mind. McGraw-Hill.
- Ryan, D. (2014). Understanding digital marketing (3. bas.). Kogan Page.
- Schouten, A. P., Janssen, L. ve Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility and product-endorser fit. International Journal of Advertising, 39(2), 258-281. https://doi.org/10.1080/02650487.2019.1634898
- Shareef, M. A., Kapoor, K. K., Mukerji, B., Dwivedi, R. ve Dwivedi, Y. K. (2020). Group behavior in social media: Antecedents of initial trust formation. Computers in Human Behavior, 105, 106225. https://doi.org/10.1016/j.chb.2019.106225
- Statista. (2022). Digital advertising – worldwide. https://www.statista.com/outlook/amo/advertising/worldwide
- Thomas, V. L. ve Fowler, K. (2021). Close encounters of the AI kind: Use of AI influencers as brand endorsers. Journal of Advertising, 50(1), 11-25. https://doi.org/10.1080/00913367.2020.1810595
- Tuten, T. L. ve Solomon, M. R. (2013). Social media marketing (Uluslararası baskı). Pearson Education.
Öz
The study aims to map the impact of influencer marketing, understand its intellectual structure, and address the existing gaps in this field that emerged alongside the rise of social media and the increasing popularity of influencers. Various analyses, including citation analysis, bibliographic mapping, keyword analysis, and author citation analysis, were conducted using the VOSviewer package and Web of Science database (WOS) to map the development of research in the realm of influencer marketing. The most commonly used keywords in the context of influencer marketing were identified as "influencer marketing," "social media," "social media influencers," "Instagram," and "social media marketing." This study represents one of the initial endeavors to conduct a comprehensive bibliometric analysis in the field of influencer marketing, effectively mapping its development. The findings of this research can be valuable for academicians in determining future research areas and trends.
Anahtar Kelimeler
Influencer Marketing Social Media Marketing VOSviewer Web of Science Bibliometric Analysis
Etik Beyan
ÇALIŞMANIN ETİK KURULU RAPORUNA İHTİYACI YOKTUR
Destekleyen Kurum
DESTEKLEYEN KURUM BULUNMAMAKTADIR
Teşekkür
DERGİ EDİTÖR VE HAKEM KURULUNA TEŞEKKÜRLER.
Kaynakça
- Audrezet, A., de Kerviler, G. ve Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569. https://doi.org/10.1016/j.jbusres.2018.07.008
- Bailis, R. (2019). The state of influencer marketing: 10 influencer marketing statistics to inform where you invest. BigCommerce. https://www.bigcommerce.com/blog/influencer-marketing-statistics/
- Lazarsfeld, P. F., Berelson, B. ve Gaudet, H. (1948). The people's choice: How the voter makes up his mind in a presidential campaign. Columbia University Press.
- Leung, F. F., Gu, F. F., Li, Y., Zhang, J. Z. ve Palmatier, R. W. (2022). Influencer marketing effectiveness. Journal of Marketing, 86(6), 93-115. https://doi.org/10.1177/00222429221102889
- Penttinen, V., Ciuchita, R. ve Čaić, M. (2022). YouTube it before you buy it: The role of parasocial interaction in consumer-to-consumer video reviews. Journal of Interactive Marketing, 57(4), 561-582. https://doi.org/10.1177/10949968221102825
- Ries, A. ve Trout, J. (2012). Positioning: The battle for your mind. McGraw-Hill.
- Ryan, D. (2014). Understanding digital marketing (3. bas.). Kogan Page.
- Schouten, A. P., Janssen, L. ve Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility and product-endorser fit. International Journal of Advertising, 39(2), 258-281. https://doi.org/10.1080/02650487.2019.1634898
- Shareef, M. A., Kapoor, K. K., Mukerji, B., Dwivedi, R. ve Dwivedi, Y. K. (2020). Group behavior in social media: Antecedents of initial trust formation. Computers in Human Behavior, 105, 106225. https://doi.org/10.1016/j.chb.2019.106225
- Statista. (2022). Digital advertising – worldwide. https://www.statista.com/outlook/amo/advertising/worldwide
- Thomas, V. L. ve Fowler, K. (2021). Close encounters of the AI kind: Use of AI influencers as brand endorsers. Journal of Advertising, 50(1), 11-25. https://doi.org/10.1080/00913367.2020.1810595
- Tuten, T. L. ve Solomon, M. R. (2013). Social media marketing (Uluslararası baskı). Pearson Education.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | Dijital Pazarlama |
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Erken Görünüm Tarihi | 27 Mayıs 2025 |
| Yayımlanma Tarihi | |
| Gönderilme Tarihi | 1 Haziran 2024 |
| Kabul Tarihi | 2 Mart 2025 |
| Yayımlandığı Sayı | Yıl 2025 Cilt: 10 Sayı: 1 |
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