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The Trends of Marketing Literature during the COVID-19 Pandemic: A Review with Bibliometric Analysis

Year 2020, Volume: 16 Issue: 29 Ekim Özel Sayısı, 3251 - 3273, 31.10.2020
https://doi.org/10.26466/opus.788120

Abstract

The purpose of this study is to determine the studies in the marketing literature during the period of the COVID-19 pandemic and to establish a theoretical background for future studies in the marketing literature. A total of 280 studies in 76 Web of Science (WoS) and 204 Scopus databases, covering the COVID-19 pandemic period between January and July 2020, were conducted with "2019-nCoV", "COVID-19" and "Coronavirus Disease 2019" as found using keywords such as “marketing” and “consumer behaviour” and as analysed via a bibliometric analysis method using the quantitative research method and the VOSviewer 1.6.15 software program. It was found that in the co-authorship analysis, the USA and China are the countries with the largest contributions to the literature, and in the co-authorship cluster analysis, nine countries including Belgium and Cameroon are in the first cluster, most cited authors, co-citation analysis was basically divided into four groups, where their main theme was “marketing communication, hedonic motivation, telemedicine, tourism, panic buying, advertising, consumer demand, consumer behaviour, consumer contracts, crisis management, food prices, sustainability” in the analysis of joint assets.

References

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COVID-19 Pandemi Döneminde Pazarlama Literatüründeki Eğilimler: Bibliyometrik Analizle Bir İnceleme

Year 2020, Volume: 16 Issue: 29 Ekim Özel Sayısı, 3251 - 3273, 31.10.2020
https://doi.org/10.26466/opus.788120

Abstract

Bu çalışmanın amacı, COVID-19 pandemi döneminde pazarlama literatüründe yapılan çalışmalar tespit edilerek pazarlama yazınında yapılacak gelecek çalışmalar için teorik bir alt yapı oluşturmaktır. 2020 yılının Ocak ve Temmuz ayları arasındaki COVID-19 pandemi dönemini kapsayan 76 adet Web of Science (WoS) ve 204 adet Scopus veritabanındaki toplam 280 adet çalışma “2019-nCoV”,“COVID-19” ve “Coronavirus Disease 2019” ile “marketing” ve “consumer behavior” gibi anahtar kelimeler ile veritabanlarında taranarak nicel araştırma yöntemi ve VOSviewer 1.6.15 yazılım programı kullanılarak bibliyometrik analiz yöntemi ile incelenmiştir. Araştırmada elde edilen bulgulara göre ortak yazarlık analizinde ABD ve Çin’in literatüre katkıları en çok olan ülkeler olduğu, ortak yazarlık küme analizinde ise Belçika, Kamerun gibi dokuz ülkenin ilk kümede yer aldığı, en çok atıf alan yazarlar, ortak atıf analizinde çalışmaların temelde dört gruba ayrıldığı, ortak varlık analizinde ise “pazarlama iletişimi, hedonik motivasyon, mobil sağlık uygulamaları, turizm, panik satın alma, reklam, tüketici talebi, tüketici davranışları, tüketici sözleşmeleri, kriz yönetimi, gıda fiyatları, sürdürülebilirlik” ana temalarının olduğu tespit edilmiştir.

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  • Aliyev, F., Ürkmez, T. and Wagner, R. (2019). A comprehensive look at luxury brand marketing research from 2000 to 2016: A bibliometric study and content analysis. Management Review Quarterly, 69(3), 233-264.
  • Bartik, A. W., Bertrand, M., Cullen, Z., Glaeser, E. L., Luca, M. and Stanton, C. (2020). The impact of COVID-19 on small business outcomes and expectations. Proceedings of the National Academy of Sciences, 117(30), 17656-17666.
  • Bennett, N. J., Finkbeiner, E. M., Ban, N. C., Belhabib, D., Jupiter, S. D., Kittinger, J. N., . . . Christie, P. (2020). The COVID-19 pandemic. Small-Scale Fisheries and Coastal Fishing Communities, 48(4), 336-347.
  • Bornmann, L. and Mutz, R. (2015). Growth rates of modern science: A bibliometric analysis based on the number of publications and cited references. Journal of the Association for Information Science and Technology, 66(11), 2215-2222.
  • Broadus, R. N. (1987). Toward a definition of “bibliometrics”. Scientometrics, 12(5-6), 373-379.
  • Chahrour, M., Assi, S., Bejjani, M., Nasrallah, A. A., Salhab, H., Fares, M. and Khachfe, H. H. (2020). A bibliometric analysis of Covid-19 research activity: A call for increased output. Cureus, 12(3), 7357.
  • Chen, Q., Liang, M., Li, Y., Guo, J., Fei, D., Wang, L., . . . Zhang, Z. (2020). Mental health care for medical staff in China during the COVID-19 outbreak. The Lancet Psychiatry, 7(4), 15-16.
  • Chen, X., Xie, H., Wang, F. L., Liu, Z., Xu, J. and Hao, T. (2018). A bibliometric analysis of natural language processing in medical research. BMC Medical Informatics and Decision Making, 18(1), 1-14.
  • Chinazzi, M., Davis, J. T., Ajelli, M., Gioannini, C., Litvinova, M., Merler, S., . . . Viboud, C. (2020). The effect of travel restrictions on the spread of the 2019 novel coronavirus (COVID-19) outbreak. Science, 368(6489), 395-400.
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  • Çelik, O. and Canoğlu, M. (2019). Ulakbim veri tabanında sürdürülebilir ve çevreci pazarlama konusunda yayınlanmış makalelerin bibliyometrik analizi. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 28(3), 24-36.
  • Çiçek, D. and Kozak, N. (2012). Anatolia: Turizm Araştırmaları Dergisi’nde yayımlanan hakem denetimli makalelerin bibliyometrik profili. Türk Kütüphaneciliği, 26(4), 734-756.
  • Dabirian, A., Diba, H., Tareh, F. v Treen, E. (2016). A 23-year bibliometric study of the journal of food products marketing. Journal of Food Products Marketing, 22(5), 610-622.
  • Daniels, M. J., Cohen, M. G., Bavry, A. A. and Kumbhani, D. J. (2020). Reperfusion of STEMI in the COVID-19 era- Business as usual?. Circulation, 2020(141), 1948-1950.
  • Darsono, D., Rohmana, J. A. and Busro, B. (2020). Against COVID-19 pandemic: Bibliometric assessment of World Scholars' International Publications related to COVID-19. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 5(1), 75-89.
  • De Caro, F., Hirschmann, T. M. and Verdonk, P. (2020). Returning to orthopaedic business as usual after COVID-19: Strategies and options. Knee Surgery, Sports Traumatology, Arthroscopy, 2020(28), 1699-1704.
  • De Felice, F. and Polimeni, A. (2020). Coronavirus Disease (COVID-19): A machine learning bibliometric analysis. In Vivo, 34, 1613-1617.
  • Dehghanbanadaki, H., Seif, F., Vahidi, Y., Razi, F., Hashemi, E., Khoshmirsafa, M. and Aazami, H. (2020). Bibliometric analysis of global scientific research on Coronavirus (COVID-19). Medical Journal of The Islamic Republic of Iran (MJIRI), 34(1), 354-362.
  • Di Vaio, A., Boccia, F., Landriani, L. and Palladino, R. (2020). Artificial intelligence in the agri-food system: Rethinking sustainable business models in the COVID-19 scenario. Sustainability, 12(12), 4851.
  • Donthu, N. and Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research, 117, 284.
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There are 86 citations in total.

Details

Primary Language English
Subjects Operation
Journal Section Articles
Authors

Resul Öztürk 0000-0003-1493-7315

Publication Date October 31, 2020
Acceptance Date October 9, 2020
Published in Issue Year 2020 Volume: 16 Issue: 29 Ekim Özel Sayısı

Cite

APA Öztürk, R. (2020). The Trends of Marketing Literature during the COVID-19 Pandemic: A Review with Bibliometric Analysis. OPUS International Journal of Society Researches, 16(29 Ekim Özel Sayısı), 3251-3273. https://doi.org/10.26466/opus.788120