PAZARLAMADA KONU MODELLEMESİ: LİTERATÜR TARAMASI VE BİLİMETRİK ANALİZ

Yıl 2023, Cilt: 4 Sayı: 1, 58 - 89, 30.07.2023

Batuhan Çullu , Gamze Arabelen

https://doi.org/10.54439/gupayad.1316544

Öz

Amaç: Bu çalışma, pazarlama araştırmalarında konu modellemesinin uygulanması üzerine kapsamlı bir literatür incelemesi gerçekleştirirken, alanda ortaya çıkan eğilimleri, hâkim temaları ve potansiyel gelecek yönelimleri belirlemeyi amaçlamaktadır. Gereç ve Yöntem: Çalışmada, bilimsel araştırmaları incelemeye yönelik niceliksel bir yaklaşım olan bilimetrik analiz ve nitel sistematik literatür taraması yöntemleri kullanılmaktadır. Bulgular: Pazarlama alanında önde gelen akademik dergilerden toplanan 54 araştırma makalesinin titizlikle incelenmesi sonucunda, konu modellemenin akademik yazında giderek daha fazla ilgi çektiği ve Gizli Dirichlet Ayrımının (LDA) konu modelleme yaklaşımının pazarlama çalışmalarında en yaygın kullanılan yöntem olduğu ortaya koyulmuştur. Bununla beraber konu modelleme uygulamalarının çoğunlukla başka bir metodoloji ile birleştirilerek kullanıldığı gözlemlenmiştir. Son olarak konu modelleme metodolojilerinin uygulama süreçleri irdelenmiştir. Sonuç: Pazarlama alanındaki literatür taraması, segmentasyon, müşteri davranışları, sosyal medya pazarlaması ve marka yönetimi gibi ana araştırma kümelerini vurgulayarak, konu modellemenin çeşitli araştırma alanlarındaki uygulanabilirliğini göstermiştir.

Anahtar Kelimeler

Konu Modelleme, Literatür Taraması, Pazarlama, Bilimetrik Analiz

TOPIC MODELING IN MARKETING: LITERATURE REVIEW AND SCIENTOMETRIC ANALYSIS

Öz

Purpose: This study aims to identify emerging trends, dominant topic and potential future directions in the field, while conducting a comprehensive literature review on the application of topic modelling in marketing research. Materials and Methods: The study employs a quantitative approach to analyzing scientific research, the scientometric analysis, and a qualitative systematic literature review. Findings: A meticulous review of 54 research articles collected from leading academic journals in the field of marketing revealed that topic modelling has attracted increasing attention in the academic literature and that the Latent Dirichlet Decomposition (LDA) topic modelling approach is the most widely used method in marketing studies. However, it has been observed that topic modelling applications are mostly used in combination with another methodology. Finally, the application processes of topic modelling methodologies are examined. Conclusion: The literature review in the field of marketing has shown the applicability of topic modelling in various research areas, highlighting the main research clusters such as segmentation, customer behavior, social media marketing and brand management.

Anahtar Kelimeler

Topic Modeling, Literature Review, Marketing, Scientometric Analysis

Kaynakça

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