品牌相关社交媒体内容的文献计量学

Year 2024, Volume: 9 Issue: 1, 51 - 58, 30.04.2024

Burak Yaprak

https://doi.org/10.31822/jomat.2024-9-1-51

Abstract

本研究对社交媒体上与品牌相关的内容进行了文献计量分析。通过对 WOS 数据库中的主题进行筛选，研究了 2000 年至 2021 年间有关两类社交媒体内容（公司生成内容（FGC）和用户生成内容（UGC））的出版物。就 FGC 而言，对数据库中的 47 篇文章进行了审查，而就 UGC 而言，则对 3502 篇文章进行了分析。研究结果发现，研究人员的 FGC 研究以 "商业 "为主，而 UGC 文章则以 "计算机科学信息系统 "为主。此外，对 FGC 主题研究给予最多关注的期刊是《市场营销期刊》。另一方面，《新媒体与社会》和《可持续发展》杂志各发表了 46 篇 UGC 研究文章。共词网络分析的结果显示，虽然在 FGC 文章的图谱中有五个主题，但在 UGC 文章的图谱中却发现了十多个主题。这些研究成果有望为今后从事品牌相关社交媒体内容研究的研究人员提供启示。

---

Bibliometrics of Brand-related Social Media Content

Abstract

This study presents bibliometric analysis of brand-related content on social media. By filtering by topic in the WOS database, publications between 2000 and 2021 on two types of social media content, firm-generated content (FGC) and user-generated content (UGC), are examined. For FGC, 47 articles in the database are reviewed, while 3502 articles are included in the analysis for UGC. The research results found that while the FGC studies of the researchers mainly were “Business,” the UGC articles were “Computer Science Information Systems” predominantly. In addition, the journal that gives the most place to studies with the FGC topic is the Journal of Marketing. On the other hand, the journals New Media & Society and Sustainability published 46 articles each for UGC studies. As a result of the co-word network analysis, although there were five themes in the map of the FGC articles, more than ten themes were found in the map of the UGC articles. The research results are expected to shed light on researchers who will work on brand-related social media content in the following years.

---

Keywords

Social media marketing, Brand-related social media content, Firm-generated content, User-generated content, Bibliometric analysis

References

• Akyildiz, S., & Yilmaz, K. (2020). Sosyal medya konulu araştırmaların bilim haritalama tekniği ile bibliyometrik analizi. OPUS International Journal of Society Researches, 16(28), 1416-1451. https://doi.org/10.26466/opus.680835
• Akyol, M., & Arica, F. A. (2015). Use of social media in a tourism destination: Users generated content in# turkeyholiday. Journal of Tourism Theory and Research, 2(2), 98-111. https://doi.org/10.24288/jttr.279182
• Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
• Anderson, C. (2008). Uzun Kuyruk. (Çev. S. Özkal) İstanbul: Optimist.
• Araujo, T., & Neijens, P. (2012). Friend me: which factors influence top global brands participation in social network sites. Internet Research, 22(5), 626-640. https://doi.org/10.1108/10662241211271581
• Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?, Management Research Review, 35 (9), 770-790. https://doi.org/10.1108/01409171211255948
• Ceballos, M., Crespo, Á. G., & Cousté, N. L. (2016). Impact of firm-created content on user-generated content: using a new social media monitoring tool to explore Twitter. In (L. Petruzzellis & R. S. Winer (Eds.), Rediscovering the Essentiality of Marketing (pp. 303-306). Springer, Cham. https://doi.org/10.1007/978-3-319-29877-1_61
• Choi, T.-M., Chan, H. K., & Yue, X. (2016). Recent development in big data analytics for business operations and risk management. IEEE Transactions on Cybernetics, 47(1), 81–92. https://doi.org/10.1109/TCYB.2015.2507599
• Colicev, A., Kumar, A., & O'Connor, P. (2019). Modeling the relationship between firm and user generated content and the stages of the marketing funnel. International Journal of Research in Marketing, 36(1), 100-116. https://doi.org/10.1016/j.ijresmar.2018.09.005
• Coşan, B. (2022). Web 1.0’dan Web 3.0’a Mahremiyetin Dönüşümü ve Dezavantajlı Gruplar Açısından Muhtemel Sonuçları. Çalışma ve Toplum, 5(75), 2639-2662. https://doi.org/10.54752/ct.1191456
• Daugherty, T., Eastin, M. S., & Bright, L. (2008). Exploring consumer motivations for creating user-generated content. Journal of interactive advertising, 8(2), 16-25. https://doi.org/10.1080/15252019.2008.10722139
• Dedeoğlu, B. B., Van Niekerk, M., Küçükergin, K. G., De Martino, M., & Okumuş, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing, 26(1), 33-56. https://doi.org/10.1177/1356766719858644
• Ercan, S. (2022). Türkiye’de İşletme Bilimi Alanında Liderlik Üzerine Yapılan Araştırmaların Bibliyografik Analizi. Multidisipliner Akademik Yaklaşım Araştırmaları 2(2): 60-72.
• Ertemel, A. V., & Ammoura, A. (2016). The role of social media advertising in consumer buying behavior. International Journal of Commerce and Finance, 2(1), 81-89.
• Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), 5833-5841. https://doi.org/10.1016/j.jbusres.2016.04.181
• Hewett, K., Rand, W., Rust, R. T., & Van Heerde, H. J. (2016). Brand buzz in the echoverse. Journal of Marketing, 80(3), 1-24. https://doi.org/10.1509/jm.15.0033
• Jacobson, J., Gruzd, A., & Hernández-García, Á. (2020). Social media marketing: Who is watching the watchers?. Journal of Retailing and Consumer Services, 53, 101774. https://doi.org/10.1016/j.jretconser.2019.03.001
• Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68. https://doi.org/10.1016/j.bushor.2009.09.003
• Kepios. (2022). Online, Accessed from: https://kepios.com/briefings
• Kim, A. J., & Johnson, K. K. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in human behavior, 58, 98-108. https://doi.org/10.1016/j.chb.2015.12.047
• Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business research, 65(10), 1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
• Knoll, J. (2016). Advertising in social media: a review of empirical evidence. International journal of Advertising, 35(2), 266-300. https://doi.org/10.1080/02650487.2015.1021898
• Krumm, J., Davies, N., & Narayanaswami, C. (2008). User-generated content. IEEE Pervasive Computing, 7(4), 10-11. https://doi.org/10.1109/MPRV.2008.85
• Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of marketing, 80(1), 7-25. https://doi.org/10.1509/jm.14.0249
• Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?. International journal of information management, 33(1), 76-82. https://doi.org/10.1016/j.ijinfomgt.2012.07.003
• Leung, X. Y., Sun, J., & Bai, B. (2017). Bibliometrics of social media research: A co-citation and co-word analysis. International Journal of Hospitality Management, 66, 35-45. https://doi.org/10.1016/j.ijhm.2017.06.012
• Li, C., & Bernoff, J. (2011). Groundswell: Winning in a world transformed by social technologies. Boston, MA: Harvard Business School Press.
• Lovett, M. J., & Staelin, R. (2016). The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment. Marketing Science, 35(1), 142-157. https://doi.org/10.1287/mksc.2015.0961
• Luca, M. (2015). User-generated content and social media. In Handbook of media Economics (Vol. 1, pp. 563-592). North-Holland. https://doi.org/10.1016/B978-0-444-63685-0.00012-7
• Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business
• Merz, M. A., Zarantonello, L., & Grappi, S. (2018). How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research, 82, 79-89. https://doi.org/10.1016/j.jbusres.2017.08.018
• Muñiz, A. M., & Schau, H. J. (2011). How to inspire value-laden collaborative consumer-generated content. Business horizons, 54(3), 209-217. https://doi.org/10.1016/j.bushor.2011.01.002
• Nusair, K. (2020). Developing a comprehensive life cycle framework for social media research in hospitality and tourism: A bibliometric method 2002-2018, International Journal of Contemporary Hospitality Management, 32 (3), 1041-1066. https://doi.org/10.1108/IJCHM-09-2019-0777
• Poulis, A., Rizomyliotis, I., & Konstantoulaki, K. (2019). "Do firms still need to be social? Firm generated content in social media", Information Technology & People, 32 (2), 387-404. https://doi.org/10.1108/ITP-03-2018-0134
• Pritchard, A. (1969). Statistical Bibliography or Bibliometrics, Journal of Documentation, 25(4), 348- 349.
• Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214. https://doi.org/10.1080/13527266.2013.871323
• Statista. (2022). Online, Accessed from: https://www.statista.com/statistics/617136/digital-population-worldwide/
• Vardaman, J. M., Allen, D. G., & Rogers, B. L. (2018). We are friends but are we family? Organizational identification and nonfamily employee turnover. Entrepreneurship Theory and Practice, 42(2), 290-309. https://doi.org/10.1177/1042258717749235
• Weber, R. P. (1990). Basic content analysis. Beverly Hills, CA: Sage.
• Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307. https://doi.org/10.1016/j.tele.2017.06.001
• Yıldırım, A., & Şimşek, H. (2016). Sosyal Bilimlerde Nitel Araştırma Yöntemleri (10. Baskı), Ankara: Seçkin Yayıncılık.
• Zeren, D., & Kaya, N. (2020). Dijital Pazarlama: Ulusal Yazının Bibliyometrik Analizi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 17(1), 35-52. Retrieved from https://dergipark.org.tr/en/pub/cagsbd/issue/55510/760038