INVESTIGATION OF SUSTAINABLE MARKETING MANAGEMENT USING BIBLIOMETRIC ANALYSIS

Yıl 2024, Cilt: 7 Sayı: 1, 23 - 44, 29.03.2024

Seyda Fatih Harmandaroğlu

https://doi.org/10.54993/syad.1439876

Öz

Sustainable marketing management is a post-modern approach that integrates profit-oriented marketing with ethical, environmentally friendly, and socially responsible principles. The research on sustainable marketing management highlights the need for a comprehensive literature review in this field. This study aims to examine the issue of sustainable marketing from an objective perspective and identify potential future research areas by analyzing academic publications on the Web of Science database. The bibliometric analysis method is used to describe the evolution of research over time. Additionally, the network and intellectual structure of sustainable marketing management research is visualized and analyzed using VOSviewer software. The analysis results show that the sustainable marketing management literature is dominated by themes such as corporate social responsibility, sustainability, sustainable development, environmental performance, and green innovation. These themes reflect the growing interest of businesses and consumers in sustainable practices and the impact of these practices on economic, social, and environmental performance. Co-authorship and citation analyses indicate that the field of sustainable marketing management has developed through a global network of collaborations, fostering interdisciplinary studies. This study discusses the most significant current contributions and foresees promising research avenues for further exploration in this direction.

Anahtar Kelimeler

Sustainable Marketing Management, Bibliometric Analysis, Content Analysis, VOSviewer, Web of Science

SÜRDÜRÜLEBİLİR PAZARLAMA YÖNETİMİNİN BİBLİYOMETRİK ANALİZ YÖNTEMİ İLE İNCELENMESİ

Öz

Sürdürülebilir pazarlama yönetimi, kar odaklı pazarlamayı etik, çevre dostu ve sosyal sorumluluk ilkeleriyle entegre eden bir post-modern yaklaşımı temsil etmektedir. Sürdürülebilir pazarlama yönetimi üzerine yapılan araştırmaların çeşitliliği bu alanda kapsamlı alan yazın araştırmasına ihtiyaç duyulduğunu göstermektedir. Bu çalışma web of science veri tabanında yer alan akademik yayınları inceleyerek sürdürülebilir pazarlama konusunu sağlam bir bakış açısıyla haritalandırmayı ve gelecekteki potansiyel araştırma alanlarını belirlemeyi amaçlamaktadır. Araştırmanın zaman içindeki evrimini tanımlamak için bibliyometrik analiz yöntemi kullanılmaktadır. Ayrıca sürdürülebilir pazarlama yönetimi araştırmalarının ağ ve entelektüel yapısı VOSviewer yazılımı ile görselleştirilerek analiz edilmektedir. Analiz sonuçları, sürdürülebilir pazarlama yönetimi literatüründe kurumsal sosyal sorumluluk, sürdürülebilirlik, sürdürülebilir kalkınma, çevresel performans ve yeşil yenilik gibi temaların baskın olduğunu ortaya koymaktadır. Bu temalar işletmelerin ve tüketicilerin sürdürülebilir uygulamalara olan artan ilgisini ve bu uygulamaların ekonomik, sosyal ve çevresel performans üzerindeki etkilerini yansıtmaktadır. Ortak yazarlık ve atıf analizleri, alanın küresel bir iş birliği ağı içinde geliştiğini ve çok sayıda disiplin arası çalışmayı teşvik ettiğini göstermektedir. Bu çalışma sürdürülebilir pazarlama yönetimindeki en son konulara odaklanan önemli güncel katkıları ele almaktadır ve bu doğrultuda ileri araştırmalar için verimli araştırma yolları öngörmektedir.

Anahtar Kelimeler

Sürdürülebilir Pazarlama Yönetimi, Bibliyometrik Analiz, İçerik Analizi, VOSviewer, Web of Science

Etik Beyan

Bu çalışma etik onay belgesi gerektimemektedir.

Destekleyen Kurum

Bu çalışma için herhangi bir destek söz konusu değildir.

Kaynakça

• Aghaei Chadegani, A., Salehi, H., Yunus, M. M., Farhadi, H., Fooladi, M., Farhadi, M., & Ale Ebrahim, N. (2013). A comparison between two main academic literature collections: Web of science and scopus databases. Asian Social Science, 9(5), 18-26. https://doi.org/10.5539/ass.v9n5p18
• Amirbagheri, K., Núñez-Carballosa, A., Guitart-Tarrés, L., & Merigó, J. M. (2019). Research on green supply chain: a bibliometric analysis. Clean Technologies and Environmental Policy, 21(1), 3–22. https://doi.org/10.1007/s10098-018-1624-1
• Balderjahn, I. (1988). Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns. Journal of Business Research, 17(1), 51–56. https://doi.org/10.1016/0148-2963(88)90022-7
• Belz, F. M., & Peattie, K. (2012). Sustainability marketing: A global perspective. John Wiley & Sons.
• Bozkurt, Ö. Ç., & Çetin, A. (2016). Girişimcilik ve kalkınma dergisinin bibliyometrik analizi. Girişimcilik ve Kalkınma Dergisi, 11(2), 229- 263.
• Bundy, A. (1983). The computer modelling of mathematical reasoning (Vol. 10). Academic Press.
• Chabowski, B. R., Mena, J. A., & Gonzalez-Padron, T. L. (2011). The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities. Journal of the Academy of Marketing Science, 39(1), 55–70. https://doi.org/10.1007/s11747-010-0212-7
• Chhabra, D. (2009). Proposing a sustainable marketing framework for heritage tourism. Journal of Sustainable Tourism, 17(3), 303–320. https://doi.org/10.1080/09669580802495758
• Falagas, M. E., Pitsouni, E. I., Malietzis, G. A., & Pappas, G. (2008). Comparison of pSubMed, Scopus, web of science, and Google scholar: Strengths and weaknesses. The FASEB journal, 22(2), 338-342. https://doi.org/10.1096/fj.07-9492LSF
• Goodwin, G. P., & Johnson-Laird, P. N. (2013). The acquisition of boolean concepts. Trends in Cognitive Sciences, 17(3), 128–133. https://doi.org/10.1016/j.tics.2013.01.007
• Goertzen, M. (2019). Multidisciplinary databases outperform specialized and comprehensive databases for agricultural literature coverage. Evidence Based Library and Information Practice, 14, 140–142. https://doi.org/10.18438/eblip29561
• Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143–163. https://doi.org/10.1177/1470593111403218
• Govindan, K., Shaw, M. & Majumdar, A. (2021). Social sustainability tensions in multi-tier supply chain: A systematic literature review towards conceptual framework development. Journal of Cleaner Production, 279, 123075. https://doi.org/10.1016/j.jclepro.2020.123075
• Kassarjian, H. H. (1971). Incorporating ecology into marketing strategy: The Case of air pollution. Journal of Marketing, 35(3), 61–65. https://doi.org/10.1177/002224297103500310
• Kemper, J. A., & Ballantine, P. W. (2019). What do we mean by sustainability marketing? Journal of Marketing Management, 35(3–4), 277–309. https://doi.org/10.1080/0267257X.2019.1573845
• Kirchgeorg, M, & Winn, M. I. (2006). Sustainability marketing for the poorest of the poor. Business Strategy and the Environment, 15(3), 171–184. https://doi.org/10.1002/bse.523
• Knudsen, E. S., Lien, L. B., Timmermans, B., Belik, I., & Pandey, S. (2021). Stability in turbulent times? The effect of digitalization on the sustainability of competitive advantage. Journal of Business Research, 128, 360–369. https://doi.org/10.1016/j.jbusres.2021.02.008
• Kotler, P., & Lee, N. (2005). Best of breed: When it comes to gaining a market edge while supporting a social cause, “Corporate social marketing”leads the pack. Social Marketing Quarterly, 11(3–4), 91–103. https://doi.org/10.1080/15245000500414480
• Leonidou, C. N., & Leonidou, L. C. (2011). Research into environmental marketing/management: a bibliographic analysis. European Journal of Marketing, 45(1/2), 68–103. https://doi.org/10.1108/03090561111095603
• Mejia, C., Wu, M., Zhang, Y., & Kajikawa, Y. (2021). Exploring topics in bibliometric research through citation networks and semantic analysis. Frontiers in Research Metrics and Analytics, 6, 742311. https://doi.org/10.3389/frma.2021.742311
• Mongeon, P., & Paul-Hus, A. (2016). The journal coverage of Web of Science and Scopus: a comparative analysis. Scientometrics, 106, 213-228. https://doi.org/10.1007/s11192-015-1765-5
• Menon, A., & Menon, A. (1997). Enviropreneurial marketing strategy: The emergence of corporate environmentalism as market strategy. Journal of Marketing, 61(1), 51–67. https://doi.org/10.1177/002224299706100105
• Özel, Ç. H., & Kozak, N. (2012). Turizm pazarlaması alanının bibliyometrik profili (2000-2010) ve bir atıf analizi çalışması. Türk Kütüphaneciliği, 26(4), 715-733.
• Park, J. Y., Perumal, S. V., Sanyal, S., Ah Nguyen, B., Ray, S., Krishnan, R., Narasimhaiah, R., & Thangam, D. (2022). Sustainable marketing strategies as an essential tool of business. The American Journal of Economics and Sociology, 81(2), 359–379. https://doi.org/10.1111/ajes.12459
• Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce, or prophesy? Qualitative market research: An International Journal, 8(4), 357–370. https://doi.org/10.1108/13522750510619733
• Peattie, K., & Peattie, S. (2009). Social marketing: A pathway to consumption reduction? Journal of Business Research, 62(2), 260–268. https://doi.org/10.1016/j.jbusres.2008.01.033
• Pranckutė, R. (2021). Web of science (WOS) and scopus: The titans of bibliographic information in today’s academic world. Publications, 9(1), 12. https://doi.org/10.3390/publications9010012
• Pritchard, A. (1969). Statistical bibliography or bibliometrics. Journal of Documentation, 25(4), 348-349.
• Saren, M. (2000). Sustainable Marketing: Managerial‐Ecological Issues. European Journal of Marketing, 34(5/6), 747–748. https://doi.org/10.1108/ejm.2000.34.5_6.747.1
• Seretny, M., & Gaur, D. (2020). The model of sustainable marketing as a responsible approach to marketing in the era of industry 4.0, 283–289. https://doi.org/10.1007/978-3-030-32922-8_28
• Shapiro, S. J. (1978). Marketing in a conserver society. Business Horizons, 21(2), 3–13. https://doi.org/10.1016/0007-6813(78)90040-X
• Shilbury, D. (2011). A bibliometric study of citations to sport management and marketing journals. Journal of Sport Management, 25(5), 423–444. https://doi.org/10.1123/jsm.25.5.423
• Tinnish, S. M., & Mangal, S. M. (2012). Sustainable event marketing in the mice industry: a theoretical framework. Journal of Convention & Event Tourism, 13(4), 227–249. https://doi.org/10.1080/15470148.2012.731850
• Van Dam, Y. K., & Apeldoorn, P. A. C. (1996). Sustainable marketing. Journal of Macromarketing, 16(2), 45–56. https://doi.org/10.1177/027614679601600204