品牌相关社交媒体内容的文献计量学

Yıl 2024, Cilt: 9 Sayı: 1, 51 - 58, 30.04.2024

Burak Yaprak

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

Öz

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。

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Bibliometrics of Brand-related Social Media Content

Öz

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.

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Anahtar Kelimeler

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

Kaynakça

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