Araştırma Makalesi
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Bilimsel İletişim Bağlamında “Dijital Reklamcılık” Çalışmalarının Bibliyometrik Analizi

Yıl 2023, Sayı: 63, 71 - 87, 28.09.2023

Emrah Başer

https://doi.org/10.47998/ikad.1227007

Öz

ÖZ

Temel yaşam pratiklerinin teknoloji odaklı geliştiği ve değiştiği günümüz koşullarında dijitalleşme kavramı her geçen gün daha da önem kazanmaktadır. Dijitalleşmenin modern bireyin yaşamında daha fazla yer etmesi tüm alanlarda dijitalleşme sürecini de beraberinde getirmektedir. Reklamcılık disiplini de dijitalleşme sürecinden payına düşeni gerek akademik yayınlarda gerek sektörel uygulamalar noktasında almaktadır. Bu bağlamda, literatür incelendiğinde son on beş yılda sürekli artış gösteren bir şekilde dijital reklamcılık konulu çalışmaların yapıldığı görülmektedir. Bu araştırmanın temel amacı “digital advertising” kavramı çerçevesinde yapılan çalışmaların bibliyometrik yöntemle incelenmesidir. Çalışma kapsamında Web of Science veri tabanında “digital advertising” sözcükleri aratılarak 205 araştırma makalesine ulaşılmıştır. Bibliyometrik analiz yöntemiyle analizi gerçekleştirilen verilerden elde edilen bulgular yayınların yıl, ülke, üniversite, yazar, atıf sayısı ve anahtar sözcük kullanım durumları ile ilgilidir. Bu çalışmada, WoS’ta yer alan ve araştırmaya dahil edilen 205 yayının yıllara göre dağılımı incelendiğinde 2008-2022 yılları arasında yayınların yapıldığı belirlenmiştir. En çok yayın yapılan ülke Amerika Birleşik Devletleri olurken, en çok yayın yapan üniversite ise Northwestern Universitesidir. En çok yayın yapan yazarların Johnson G.A., Lewis R.A., Truong Y. ve Zhu X olduğu tespit edilmiştir. Araştırmaya dahil olan 205 yayın içerisinden en fazla atıf alan yayınlar Bakir V., Bart Y. ve Stephan A.T.’ye ait yayınlardır. En sık tekrarlanan anahtar sözcükler incelendiğinde ise bu sözcüklerin sırasıyla “digital advertising”, “advertising”, “social media”, “facebook” ve “digital” sözcükleri olduğu belirlenmiştir.

Anahtar Kelimeler: Dijital reklamcılık, Dijitalleşme, Reklamcılık, Bibliyometri, Bibliometrix.

Anahtar Kelimeler

Dijital reklamcılık Dijitalleşme Reklamcılık Bibliyometri Bibliometrix. Digital advertising Digitization Advertising Bibliometrics Bibliometrix

Kaynakça

  • Aiolfi, S., Bellini, S., & Pellegrini, D. (2021). Data-driven digital advertising: benefits and risks of online behavioral advertising. International Journal of Retail & Distribution Management, 49(7), 1089-1110.
  • American Library Association. (2022, Aralık 25). Principles and strategies for the reform of scholarly communication 1. Scholarly communication defined. https://www.ala.org/acrl/publications/whitepapers/principlesstrategies.
  • Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959-975.
  • Barrett, B. (2022). Commercial companies in party networks: Digital advertising firms in US elections from 2006-2016. Political Communication, 39(2), 147-165.
  • Barton, S. S., & Behe, B. K. (2017). Retail promotion and advertising in the green industry: An overview and exploration of the use of digital advertising. HortTechnology, 27(1), 99-107.
  • Benmamoun, M., Singh, N., & Sobh, R. (2019). How advertisers can target Arab e-consumers more effectively: A framework for localizing digital advertising and marketing content to Arab e-consumers. Journal of Advertising Research, 59(2), 171-184.
  • Bennett, C. J., & Gordon, J. (2021). Understanding the "micro" in political micro-targeting: An analysis of facebook digital advertising in the 2019 federal canadian election. Canadian Journal of Communication, 46(3), 431-459.
  • Bolat, N. (2018). The functions of the narrator in digital advertising. İçinde M. Khosrow-Pour (Editör), Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (ss. 406-423). IGI Global.
  • Borau-Boira, E., Pérez-Escoda, A., & Vera, C. R. P. (2022). Challenges of digital advertising from the study of the influencers' phenomenon in social networks. Corporate Communications: An International Journal, 28(2), 325-339.
  • Borgman, C. L., & Furner, J. (2002). Scholarly communication and bibliometrics. Annual Review of Information Science And Technology, 36(1), 1-53.
  • Brodnax, N. M., & Sapiezynski, P. (2022). From home base to swing states: the evolution of digital advertising strategies during the 2020 us presidential primary. Political Research Quarterly, 75(2), 460-478.
  • Bruce, N. I., Murthi, B. P. S., & Rao, R. C. (2017). A dynamic model for digital advertising: The effects of creative format, message content, and targeting on engagement. Journal of Marketing Research, 54(2), 202-218.
  • Cantrell, J., Bingenheimer, J., Tulsiani, S., Hair, E., Vallone, D., Mills, S., ... & Evans, W. D. (2022). Assessing digital advertising exposure using a virtual experimental protocol. Digital health, 8. https://doi.org/10.1177/20552076221102260
  • Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
  • Chen, G., Cox, J. H., Uluagac, A. S., & Copeland, J. A. (2016). In-depth survey of digital advertising technologies. IEEE Communications Surveys & Tutorials, 18(3), 2124-2148.
  • Cheng, J. M. S., Blankson, C., Wang, E. S. T., & Chen, L. S. L. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501-525.
  • Cho, J., Cheon, Y., Jun, J. W., & Lee, S. (2022). Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework. International Journal of Advertising, 41(3), 500-518.
  • Coppock, A., Green, D. P., & Porter, E. (2022). Does digital advertising affect vote choice? Evidence from a randomized field experiment. Research & Politics, 9(1). https://doi.org/10.1177/20531680221076901
  • d’Andria, D. (2023). Effects of an ad valorem Web Tax in a Cournot-Nash market for digital advertising. International Tax and Public Finance, 30(1), 20-42.
  • Davis, K. C., Shafer, P. R., Rodes, R., Kim, A., Hansen, H., Patel, D., ... & Beistle, D. (2016). Does digital video advertising increase population-level reach of multimedia campaigns? Evidence from the 2013 tips from former smokers campaign. Journal of Medical Internet Research, 18(9), e5683.
  • Ding, Y., Luo, D., Xiang, H., Liu, W., & Wang, Y. (2021). Design and implementation of blockchain-based digital advertising media promotion system. Peer-to-Peer Networking and Applications, 14(2), 482-496.
  • FLoSi, S., FuLGoNi, G., & VoLLMAN, A. N. D. R. E. A. (2013). If an advertisement runs online and no one sees it, is it still an ad?: Empirical generalizations in digital advertising. Journal of Advertising Research, 53(2), 192-199.
  • Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2021). Inefficiencies in digital advertising markets. Journal of Marketing, 85(1), 7-25.
  • Hoppe, A., Roxin, A., & Nicolle, C. (2015). Semantic user profiling for digital advertising. Economic Computation & Economic Cybernetics Studies & Research, 49(3).
  • Jiang, R., Feng, Z., Zhang, D., Wang, S., Zhu, Y., Zhang, F., & He, T. (2017). Data-driven digital advertising with uncertain demand model in metro networks. IEEE Transactions on Big Data, 7(2), 313-326.
  • Kim, Y. M. (2016, December). Algorithmic opportunity: Digital advertising and inequality in political involvement. The Forum, 14(4), 471-484.
  • Kozak, N. (2003). Türkiye’de yayınlanan akademik dergilerin niteliklerindeki zaman içerisindeki değişim nedenleri: Sağlık, sosyal ve teknik bilim alanlarında yayınlanan dergiler üzerine bir inceleme. Bilgi Dünyası, 4(2), 146-174.
  • Köksoy, M. (1997). Yüksek öğretimde kalite ve Türk yükseköğretimi için öneriler. Hacettepe Üniversitesi Mühendislik Fakültesi Vakfi Yayınları.
  • Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332-341.
  • Lombard, M., & Snyder-Duch, J. (2017). Digital advertising in a new age: the power of (tele) presence. İçinde S. Rodgers & E. Thorson (Editörler), Digital Advertising (ss. 169-187). Routledge.
  • Lütjens, H., Eisenbeiss, M., Fiedler, M., & Bijmolt, T. (2022). Determinants of consumers’ attitudes towards digital advertising–A meta-analytic comparison across time and touchpoints. Journal of Business Research, 153, 445-466.
  • Ma, J., & Du, B. (2018). Digital advertising and company value: Implications of reallocating advertising expenditures. Journal of Advertising Research, 58(3), 326-337.
  • Madleňák, R., & Madleňáková, L. (2014). Digital advertising system in urban transport system of Žilina town. Transport and Telecommunication, 15(3), 215-226.
  • Martínez-Martínez, I. J., Aguado, J. M., & Boeykens, Y. (2017). Ethical implications of digital advertising automation: The case of programmatic advertising in Spain. El profesional de la Información (EPI), 26(2), 201-210.
  • McBurney, M. K., & Novak, P. L. (2002, September). What is bibliometrics and why should you care?. Proceedings. IEEE international professional communication conference (ss. 108-114). IEEE.
  • Mehanović, D., & Durmić, N. (2022). Case study application of business ıntelligence in digital advertising. International Journal of E-Business Research (IJEBR), 18(1), 1-16.
  • Mensa, M., & Bittner, V. (2020). Portraits of women: Mexican and Chilean stereotypes in digital advertising. Communication & Society, 33(1), 63-78.
  • Muritala, B. A., Sánchez-Rebull, M. V., & Hernández-Lara, A. B. (2020). A bibliometric analysis of online reviews research in tourism and hospitality. Sustainability, 12(23), 9977.
  • Nisar, T. M., & Yeung, M. (2018). Attribution modeling in digital advertising: An empirical investigation of the impact of digital sales channels. Journal of Advertising Research, 58(4), 399-413.
  • Nyström, A. G., & Mickelsson, K. J. (2019). Digital advertising as service: introducing contextually embedded selling. Journal of Services Marketing, 33(4), 396-406.
  • Pritchard, A. (1969). Statistical bibliography or bibliometrics. Journal of Documentation, 25, 348.
  • Radesky, J., Chassiakos, Y. L. R., Ameenuddin, N., & Navsaria, D. (2020). Digital advertising to children. Pediatrics, 146(1), 1-8.
  • Raza, S. H., & Zaman, U. (2021). Effect of cultural distinctiveness and perception of digital advertising appeals on online purchase intention of clothing brands: moderation of gender egalitarianism. Information, 12(2), 1-19.
  • Reyes-Mercado, P., & Barajas-Portas, K. (2020). Analysis of the usage intensity of digital advertising platforms by smes using an integrated models. Journal of Business-to-Business Marketing, 27(4), 407-417.
  • Romberg, A. R., Bennett, M., Tulsiani, S., Simard, B., Kreslake, J. M., Favatas, D., ... & Hair, E. C. (2020). Validating self-reported ad recall as a measure of exposure to digital advertising: an exploratory analysis using ad tracking methodology. International Journal of Environmental Research and Public Health, 17(7), 2185.
  • Rousseau, R. (2002). Journal evaluation: Technical and practical issues. Library Trends, 50(3), 419-439.
  • Ryan D. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page Publishers.
  • Sadeghpour, S., & Vlajic, N. (2021). Click fraud in digital advertising: A comprehensive survey. Computers, 10(12), 164.
  • Santoso, I., Wright, M. J., Trinh, G., & Avis, M. (2021). Mind the attention gap: how does digital advertising impact choice under low attention?. European Journal of Marketing. 56(2), 442-466.
  • Santoso, I., Wright, M., Trinh, G., & Avis, M. (2020). Is digital advertising effective under conditions of low attention?. Journal of Marketing Management, 36(17-18), 1707-1730.
  • Shanahan, J. G., & Kurra, G. (2011). Digital advertising: An information scientist’s perspective. İçinde M. Melucci & R. Baeza-Yates (Editörler), Advanced Topics in Information Retrieval (ss. 209-237). Springer.
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  • Wielki, J., & Grabara, J. (2018). The impact of Ad-blocking on the sustainable development of the digital advertising ecosystem. Sustainability, 10(11), 4039.
  • Williams, C. B., & Gulati, G. J. J. (2018). Digital advertising expenditures in the 2016 presidential election. Social Science Computer Review, 36(4), 406-421.
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Bibliometric Analysis of “Digital Advertising” Papers in the Context of Scientific Communication

Yıl 2023, Sayı: 63, 71 - 87, 28.09.2023

Emrah Başer

https://doi.org/10.47998/ikad.1227007

Öz

ABSTRACT

In today's conditions, where basic life practices are developing and changing technology-oriented, the concept of digitalization is gaining more importance day by day. The fact that digitalization takes more place in the life of the modern individual brings the digitalization process in all areas. Advertising discipline also takes its share from the digitalization process, both in academic publications and in sectoral applications. In this context, when the literature is examined, it is seen that studies on digital advertising have been carried out in an increasing manner in the last fifteen years. The main purpose of this research is to examine the studies conducted within the framework of the concept of "digital advertising" by bibliometric method. Within the scope of the study, 205 research articles were found by searching the words "digital advertising" in the Web of Science database. The findings obtained from the data analyzed with the bibliometric analysis method are related to the year, country, university, author, number of citations and keyword usage status of the publications. In this study, when the distribution of 205 publications in WoS and included in the research according to years was examined, it was determined that the publications were made between 2008 and 2022. The country with the most publications is the United States Of America, while the university with the most publications is Northwestern University. The authors who published the most were found to be Johnson G.A., Lewis R.A., Truong Y. and Zhu X. Among the 205 publications included in the research, the most cited publications are those of Bakir V., Bart Y. and Stephan A.T. When the most frequently repeated keywords were examined, it was determined that these words were "digital advertising", "advertising", "social media", "facebook" and "digital" respectively.

Keywords Digital advertising, Digitization, Advertising, Bibliometrics, Bibliometrix

Anahtar Kelimeler

Digital advertising Digitization Advertising Bibliometrics Bibliometrix

Kaynakça

  • Aiolfi, S., Bellini, S., & Pellegrini, D. (2021). Data-driven digital advertising: benefits and risks of online behavioral advertising. International Journal of Retail & Distribution Management, 49(7), 1089-1110.
  • American Library Association. (2022, Aralık 25). Principles and strategies for the reform of scholarly communication 1. Scholarly communication defined. https://www.ala.org/acrl/publications/whitepapers/principlesstrategies.
  • Aria, M., & Cuccurullo, C. (2017). Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959-975.
  • Barrett, B. (2022). Commercial companies in party networks: Digital advertising firms in US elections from 2006-2016. Political Communication, 39(2), 147-165.
  • Barton, S. S., & Behe, B. K. (2017). Retail promotion and advertising in the green industry: An overview and exploration of the use of digital advertising. HortTechnology, 27(1), 99-107.
  • Benmamoun, M., Singh, N., & Sobh, R. (2019). How advertisers can target Arab e-consumers more effectively: A framework for localizing digital advertising and marketing content to Arab e-consumers. Journal of Advertising Research, 59(2), 171-184.
  • Bennett, C. J., & Gordon, J. (2021). Understanding the "micro" in political micro-targeting: An analysis of facebook digital advertising in the 2019 federal canadian election. Canadian Journal of Communication, 46(3), 431-459.
  • Bolat, N. (2018). The functions of the narrator in digital advertising. İçinde M. Khosrow-Pour (Editör), Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (ss. 406-423). IGI Global.
  • Borau-Boira, E., Pérez-Escoda, A., & Vera, C. R. P. (2022). Challenges of digital advertising from the study of the influencers' phenomenon in social networks. Corporate Communications: An International Journal, 28(2), 325-339.
  • Borgman, C. L., & Furner, J. (2002). Scholarly communication and bibliometrics. Annual Review of Information Science And Technology, 36(1), 1-53.
  • Brodnax, N. M., & Sapiezynski, P. (2022). From home base to swing states: the evolution of digital advertising strategies during the 2020 us presidential primary. Political Research Quarterly, 75(2), 460-478.
  • Bruce, N. I., Murthi, B. P. S., & Rao, R. C. (2017). A dynamic model for digital advertising: The effects of creative format, message content, and targeting on engagement. Journal of Marketing Research, 54(2), 202-218.
  • Cantrell, J., Bingenheimer, J., Tulsiani, S., Hair, E., Vallone, D., Mills, S., ... & Evans, W. D. (2022). Assessing digital advertising exposure using a virtual experimental protocol. Digital health, 8. https://doi.org/10.1177/20552076221102260
  • Chaffey, D., & Smith, P. R. (2013). eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.
  • Chen, G., Cox, J. H., Uluagac, A. S., & Copeland, J. A. (2016). In-depth survey of digital advertising technologies. IEEE Communications Surveys & Tutorials, 18(3), 2124-2148.
  • Cheng, J. M. S., Blankson, C., Wang, E. S. T., & Chen, L. S. L. (2009). Consumer attitudes and interactive digital advertising. International Journal of Advertising, 28(3), 501-525.
  • Cho, J., Cheon, Y., Jun, J. W., & Lee, S. (2022). Digital advertising policy acceptance by out-of-home advertising firms: a combination of TAM and TOE framework. International Journal of Advertising, 41(3), 500-518.
  • Coppock, A., Green, D. P., & Porter, E. (2022). Does digital advertising affect vote choice? Evidence from a randomized field experiment. Research & Politics, 9(1). https://doi.org/10.1177/20531680221076901
  • d’Andria, D. (2023). Effects of an ad valorem Web Tax in a Cournot-Nash market for digital advertising. International Tax and Public Finance, 30(1), 20-42.
  • Davis, K. C., Shafer, P. R., Rodes, R., Kim, A., Hansen, H., Patel, D., ... & Beistle, D. (2016). Does digital video advertising increase population-level reach of multimedia campaigns? Evidence from the 2013 tips from former smokers campaign. Journal of Medical Internet Research, 18(9), e5683.
  • Ding, Y., Luo, D., Xiang, H., Liu, W., & Wang, Y. (2021). Design and implementation of blockchain-based digital advertising media promotion system. Peer-to-Peer Networking and Applications, 14(2), 482-496.
  • FLoSi, S., FuLGoNi, G., & VoLLMAN, A. N. D. R. E. A. (2013). If an advertisement runs online and no one sees it, is it still an ad?: Empirical generalizations in digital advertising. Journal of Advertising Research, 53(2), 192-199.
  • Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2021). Inefficiencies in digital advertising markets. Journal of Marketing, 85(1), 7-25.
  • Hoppe, A., Roxin, A., & Nicolle, C. (2015). Semantic user profiling for digital advertising. Economic Computation & Economic Cybernetics Studies & Research, 49(3).
  • Jiang, R., Feng, Z., Zhang, D., Wang, S., Zhu, Y., Zhang, F., & He, T. (2017). Data-driven digital advertising with uncertain demand model in metro networks. IEEE Transactions on Big Data, 7(2), 313-326.
  • Kim, Y. M. (2016, December). Algorithmic opportunity: Digital advertising and inequality in political involvement. The Forum, 14(4), 471-484.
  • Kozak, N. (2003). Türkiye’de yayınlanan akademik dergilerin niteliklerindeki zaman içerisindeki değişim nedenleri: Sağlık, sosyal ve teknik bilim alanlarında yayınlanan dergiler üzerine bir inceleme. Bilgi Dünyası, 4(2), 146-174.
  • Köksoy, M. (1997). Yüksek öğretimde kalite ve Türk yükseköğretimi için öneriler. Hacettepe Üniversitesi Mühendislik Fakültesi Vakfi Yayınları.
  • Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332-341.
  • Lombard, M., & Snyder-Duch, J. (2017). Digital advertising in a new age: the power of (tele) presence. İçinde S. Rodgers & E. Thorson (Editörler), Digital Advertising (ss. 169-187). Routledge.
  • Lütjens, H., Eisenbeiss, M., Fiedler, M., & Bijmolt, T. (2022). Determinants of consumers’ attitudes towards digital advertising–A meta-analytic comparison across time and touchpoints. Journal of Business Research, 153, 445-466.
  • Ma, J., & Du, B. (2018). Digital advertising and company value: Implications of reallocating advertising expenditures. Journal of Advertising Research, 58(3), 326-337.
  • Madleňák, R., & Madleňáková, L. (2014). Digital advertising system in urban transport system of Žilina town. Transport and Telecommunication, 15(3), 215-226.
  • Martínez-Martínez, I. J., Aguado, J. M., & Boeykens, Y. (2017). Ethical implications of digital advertising automation: The case of programmatic advertising in Spain. El profesional de la Información (EPI), 26(2), 201-210.
  • McBurney, M. K., & Novak, P. L. (2002, September). What is bibliometrics and why should you care?. Proceedings. IEEE international professional communication conference (ss. 108-114). IEEE.
  • Mehanović, D., & Durmić, N. (2022). Case study application of business ıntelligence in digital advertising. International Journal of E-Business Research (IJEBR), 18(1), 1-16.
  • Mensa, M., & Bittner, V. (2020). Portraits of women: Mexican and Chilean stereotypes in digital advertising. Communication & Society, 33(1), 63-78.
  • Muritala, B. A., Sánchez-Rebull, M. V., & Hernández-Lara, A. B. (2020). A bibliometric analysis of online reviews research in tourism and hospitality. Sustainability, 12(23), 9977.
  • Nisar, T. M., & Yeung, M. (2018). Attribution modeling in digital advertising: An empirical investigation of the impact of digital sales channels. Journal of Advertising Research, 58(4), 399-413.
  • Nyström, A. G., & Mickelsson, K. J. (2019). Digital advertising as service: introducing contextually embedded selling. Journal of Services Marketing, 33(4), 396-406.
  • Pritchard, A. (1969). Statistical bibliography or bibliometrics. Journal of Documentation, 25, 348.
  • Radesky, J., Chassiakos, Y. L. R., Ameenuddin, N., & Navsaria, D. (2020). Digital advertising to children. Pediatrics, 146(1), 1-8.
  • Raza, S. H., & Zaman, U. (2021). Effect of cultural distinctiveness and perception of digital advertising appeals on online purchase intention of clothing brands: moderation of gender egalitarianism. Information, 12(2), 1-19.
  • Reyes-Mercado, P., & Barajas-Portas, K. (2020). Analysis of the usage intensity of digital advertising platforms by smes using an integrated models. Journal of Business-to-Business Marketing, 27(4), 407-417.
  • Romberg, A. R., Bennett, M., Tulsiani, S., Simard, B., Kreslake, J. M., Favatas, D., ... & Hair, E. C. (2020). Validating self-reported ad recall as a measure of exposure to digital advertising: an exploratory analysis using ad tracking methodology. International Journal of Environmental Research and Public Health, 17(7), 2185.
  • Rousseau, R. (2002). Journal evaluation: Technical and practical issues. Library Trends, 50(3), 419-439.
  • Ryan D. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page Publishers.
  • Sadeghpour, S., & Vlajic, N. (2021). Click fraud in digital advertising: A comprehensive survey. Computers, 10(12), 164.
  • Santoso, I., Wright, M. J., Trinh, G., & Avis, M. (2021). Mind the attention gap: how does digital advertising impact choice under low attention?. European Journal of Marketing. 56(2), 442-466.
  • Santoso, I., Wright, M., Trinh, G., & Avis, M. (2020). Is digital advertising effective under conditions of low attention?. Journal of Marketing Management, 36(17-18), 1707-1730.
  • Shanahan, J. G., & Kurra, G. (2011). Digital advertising: An information scientist’s perspective. İçinde M. Melucci & R. Baeza-Yates (Editörler), Advanced Topics in Information Retrieval (ss. 209-237). Springer.
  • Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180, 121731.
  • Sjöblom, G., Broberg, O., & Axelsson, A. S. (2017). Digital advertising campaigns and the branded economy. İçinde F. Cochoy, J. Hagberg, M. McIntyre & N. Sörum (Editörler), Digitalizing Consumption (ss. 203-224). Routledge.
  • Stanaland, A. J., Lwin, M. O., & Miyazaki, A. D. (2011). Online privacy trustmarks: Enhancing the perceived ethics of digital advertising. Journal of Advertising Research, 51(3), 511-523.
  • Stewart, K., Kammer-Kerwick, M., Koh, H. E., & Cunningham, I. (2018). Examining digital advertising using an affect transfer hypothesis. Journal of Research in Interactive Marketing. 12(2), 231-254.
  • Stole, I. L. (2014). Persistent pursuit of personal information: A historical perspective on digital advertising strategies. Critical Studies in Media Communication, 31(2), 129-133.
  • Tauro, D., Panniello, U., & Pellegrino, R. (2021). Risk management in digital advertising: An analysis from the advertisers’ media management perspective. International Journal on Media Management, 23(1-2), 29-57.
  • Taylor, C. R. (2015). The six principles of digital advertising. International Journal of Advertising TheQuarterly Review of Marketing Communications, 28(3).
  • Truong, Y., & Simmons, G. (2010). Perceived intrusiveness in digital advertising: strategic marketing implications. Journal of Strategic Marketing, 18(3), 239-256.
  • Ulakbim (2022). Web of science veri tabanında yayın taraması nasıl yapılır? https://cabim.ulakbim.gov.tr/bibliyometrik-analiz/bibliyometrik-analiz-sikca-sorulan-sorular/
  • Venkatraman, V., Dimoka, A., Vo, K., & Pavlou, P. A. (2021). Relative effectiveness of print and digital advertising: a memory perspective. Journal of Marketing Research, 58(5), 827-844.
  • Verdoodt, V. (2019). The role of children’s rights in regulating digital advertising. The International Journal of Children's Rights, 27(3), 455-481.
  • Waltman, L. (2016). A review of the literature on citation impact indicators. Journal of Informetrics, 10(2), 365-391.
  • Wielki, J., & Grabara, J. (2018). The impact of Ad-blocking on the sustainable development of the digital advertising ecosystem. Sustainability, 10(11), 4039.
  • Williams, C. B., & Gulati, G. J. J. (2018). Digital advertising expenditures in the 2016 presidential election. Social Science Computer Review, 36(4), 406-421.
  • Yun, J. T., & Strycharz, J. (2022). Building the future of digital advertising one block at a time: How blockchain technology can change advertising practice and research. Journal of Current Issues & Research in Advertising, 44(1), 24-37.
Toplam 66 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makaleleri
Yazarlar

Emrah Başer 0000-0002-4703-1125

Erken Görünüm Tarihi 28 Eylül 2023
Yayımlanma Tarihi 28 Eylül 2023
Gönderilme Tarihi 30 Aralık 2022
Yayımlandığı Sayı Yıl 2023 Sayı: 63

Kaynak Göster

APA Başer, E. (2023). Bilimsel İletişim Bağlamında “Dijital Reklamcılık” Çalışmalarının Bibliyometrik Analizi. İletişim Kuram Ve Araştırma Dergisi(63), 71-87. https://doi.org/10.47998/ikad.1227007
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