Content Analysis of Current Marketing Issues

Year 2022, Volume: 11 Issue: 2, 40 - 55, 31.12.2022

Günay Kurtuldu , Begum Dolaskan

Abstract

In order to determine the changes and developments in the literature, it is important to apply content analysis for spesific study issues. The aim of this study is to gain an understanding about the recent development and issues in the field of marketing by examining the marketing journals with an impact factor of 5 and above, published in the SSCI, ESCI and Scopus indexes between the years 2020-2022. In this study, the content analysis of 114 published articles in 14 journal about determined criteria are analysed by using the qualitative content analysis. Examined articles are gathered around six groups representing the research results: “digital marketing and types of marketing associated with digital marketing”, “other current types of marketing”, “types of marketing associated with traditional marketing”, “sustainable marketing and types of marketing associated with sustainable marketing”, “types of marketing associated with marketing strategies”, “neuromarketing and types of marketing related to neuromarketing”. In the theoretical and practical framework, this study provides an academic guide to the marketing researchers and practitioners about current marketing issues. Additionally, it points to problematics that need to be addressed in future research in the field of marketing.

Keywords

current marketing, digital marketing, content analysis, journal review

Güncel Pazarlama Konularının İçerik Analizi

Abstract

Literatürdeki değişimin ve gelişmelerin tespit edilebilmesi adına spesifik çalışma konularına yönelik içerik analizlerinin gerçekleştirilmesi önemlidir. Bu çalışma, 2020-2022 yılları arasında SSCI, ESCI ve Scopus indekslerinde yayınlanan, etki faktörü 5 ve üzerinde olan pazarlama dergilerini inceleyerek pazarlama alanında ortaya çıkan güncel gelişmeleri ve konuları tespit etmeyi amaçlamaktadır. Belirlenen kriterler doğrultusunda ön plana çıkan 14 dergide ulaşılan 114 makalenin içerik analizi, nitel içerik analiz yönteminden yararlanılarak yapılmıştır. Araştırma sonucunda incelenen makalelerdeki pazarlama konuları “dijital pazarlama ve dijital pazarlama ile bağlantılı pazarlama türleri”, “diğer güncel pazarlama türleri”, “geleneksel pazarlama ile bağlantılı pazarlama türleri”, “sürdürülebilir pazarlama ve sürdürülebilir pazarlama ile bağlantılı pazarlama türleri”, “pazarlama stratejileri ile bağlantılı pazarlama türleri”, “nöropazarlama ve nöropazarlama ile bağlantılı pazarlama türleri” olmak üzere altı grup etrafında toplanmıştır. Teorik ve pratik çerçevede bu çalışma, pazarlama araştırmacılarına ve uygulayıcılarına güncel pazarlama konuları hakkında genel bir çerçeve sunmaktadır. Aynı zamanda, pazarlama alanında gerçekleştirilecek gelecekteki araştırmalarda irdelenmesi gereken sorunsallarla ilgili işaretler vermektedir.

Keywords

güncel pazarlama, dijital pazarlama, içerik analizi, dergi incelemesi

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