Artificial Intelligence Studies from the Perspective of Public Relations and Advertising: A Bibliometric Analysis of National Literature

Year 2024, , 9 - 35, 14.10.2024

Hatun Boztepe Taşkıran , Betül Önay Doğan

https://doi.org/10.61766/hire.1472693

Abstract

Artificial intelligence refers to technologies that enable machines to perform some tasks that require human intelligence. The effects of artificial intelligence on public relations and advertising have caused artificial intelligence to attract increasing attention in academic research and studies in the field of public relations and advertising. Based on this information, this study is planned to determine how the connections between artificial intelligence and public relations and advertising are handled in the national literature and ho the literature on the subject is structured. The study aims to reveal the research trends in these fields. In the study, the articles listed in the search with the keywords public relations, advertising and artificial intelligence in the Dergipark system were subjected to bibliometric analysis. In the line with the findings obtained, it was determined that articles on the connection between artificial intelligence and public relations and advertising started to be published since 2021. The findings indicated that the main focus of the articles was on the effects of artificial intelligence on public relations and advertising, and it was revealed that the research methods and techniques used in the articles published in both fields differed. It was observed that the articles presented a mostly positive perspective towards artificial intelligence.

Keywords

Artificial intelligence, public relations, advertising, bibliometric analysis

Halkla ilişkiler ve Reklamcılık Perspektifinden Yapay Zeka Çalışmaları: Ulusal Alan Yazının Bibliyometrik Analizi

Abstract

Yapay zeka, insan zekasını gerektiren bazı işlerin makineler tarafından gerçekleştirilmesini sağlayan teknolojileri ifade etmektedir. Çeşitli mesleklere ilişkin uygulamaların gerçekleştiriliş biçimlerinde köklü değişiklikler meydana getiren yapay zeka teknolojilerinin akademik olarak incelendiği ve mesleki uygulamalarda kullanıldığı alanlar arasında halkla ilişkiler ve reklam ön plana çıkmaktadır. Yapay zekanın her iki alana yönelik etkileri, yapay zekanın halkla ilişkiler ve reklam alanındaki akademik araştırma ve incelemelerde artan bir ilgiyle karşılaşmasına neden olmuştur. Bu bilgilerden hareketle bu çalışma yapay zeka ile halkla ilişkiler ve reklamcılık arasındaki bağlantıların ulusal alan yazında ne şekilde ele alındığını ve konuya dair literatürün nasıl yapılandırıldığını tespit etmek üzere planlanmıştır. Çalışma ile bu alanlardaki araştırma eğilimlerinin ortaya konması amaçlanmıştır. Araştırmada, Dergipark sisteminde halkla ilişkiler, reklam ve yapay zeka anahtar kelimeleri ile yapılan taramada listelenen makaleler bibliyometrik analize tabi tutulmuştur. Elde edilen bulgular doğrultusunda yapay zeka ile halkla ilişkiler ve reklam bağlantısını ele alan makalelerin 2021 yılından itibaren yayımlanmaya başladığı tespit edilmiştir. Bulgular makalelerin temel odağını yapay zekanın halkla ilişkiler ve reklamcılığa etkileri konusunun oluşturduğuna işaret etmiş; her iki alan kapsamında yayımlanan makalelerde başvurulan araştırma yöntem ve tekniklerinin ise farklılaştığı ortaya konmuştur. Makalelerde yapay zekaya yönelik çoğunlukla olumlu bakış açısının sunulduğu görülmüştür.

Keywords

Yapay zeka, halkla ilişkiler, reklam, bibliyometrik analiz

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