An Academic Journey From Past To Present: Bıbliometrıc Analysis Of Graduate Theses On Social Marketing

Selin Ögel Aydın; Serhat Aydın

Article Details

An Academic Journey From Past To Present: Bıbliometrıc Analysis Of Graduate Theses On Social Marketing

Authors:

Selin Ögel Aydın | Serhat Aydın

Publisher:

Igdir University

Journal:

Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 33, pp.327-348

Document Type:

Article

Publication Date:

5/2023

Document Language:

Turkish

Document ID (Org No.):

2001290605

pISSN:

2147-5717

Keywords:

Abstract:

 This research aims to make a bibliometric analysis of postgraduate dissertations on social marketing. Although there are bibliometric studies on marketing and marketing types, no such research has been found on social marketing. It may therefore be beneficial to those who wish to conduct research in the field of social marketing in the future. This research analyzed 53 social marketing postgraduate theses with different parameters through the National Thesis Center of the Council of Higher Education Institutions between 1989 and 2022. The first thesis on social marketing was published in 1989 and Marmara University did the most thesis in this field. The quantitative research design was generally preferred in theses, mostly done at the masters level. Frequency analysis has emerged as an analysis technique in the postgraduate theses examined. Social marketing words were used the most in keywords. Most of the theses made so far have been conceptually associated with social responsibility, although they lacked a theoretical background. This research is limited to postgraduate theses on social marketing only. Suggestions and discussions were made for possible future research and scientific development of the social marketing field.

 This research aims to make a bibliometric analysis of postgraduate dissertations on social marketing. Although there are bibliometric studies on marketing and marketing types, no such research has been found on social marketing. It may therefore be beneficial to those who wish to conduct research in the field of social marketing in the future. This research analyzed 53 social marketing postgraduate theses with different parameters through the National Thesis Center of the Council of Higher Education Institutions between 1989 and 2022. The first thesis on social marketing was published in 1989 and Marmara University did the most thesis in this field. The quantitative research design was generally preferred in theses, mostly done at the masters level. Frequency analysis has emerged as an analysis technique in the postgraduate theses examined. Social marketing words were used the most in keywords. Most of the theses made so far have been conceptually associated with social responsibility, although they lacked a theoretical background. This research is limited to postgraduate theses on social marketing only. Suggestions and discussions were made for possible future research and scientific development of the social marketing field.

 This research aims to make a bibliometric analysis of postgraduate dissertations on social marketing. Although there are bibliometric studies on marketing and marketing types, no such research has been found on social marketing. It may therefore be beneficial to those who wish to conduct research in the field of social marketing in the future. This research analyzed 53 social marketing postgraduate theses with different parameters through the National Thesis Center of the Council of Higher Education Institutions between 1989 and 2022. The first thesis on social marketing was published in 1989 and Marmara University did the most thesis in this field. The quantitative research design was generally preferred in theses, mostly done at the masters level. Frequency analysis has emerged as an analysis technique in the postgraduate theses examined. Social marketing words were used the most in keywords. Most of the theses made so far have been conceptually associated with social responsibility, although they lacked a theoretical background. This research is limited to postgraduate theses on social marketing only. Suggestions and discussions were made for possible future research and scientific development of the social marketing field.

 Bu araştırmanın amacı sosyal pazarlama konulu lisansüstü tezlerin bibliyometrik analizini yapmaktır. Bu araştırmanın yapılmasındaki gerekçe, pazarlama ve pazarlama türleri hakkında yapılan bibliyometrik araştırmaların aksine, sosyal pazarlama üzerine böyle bir araştırmanın olmamasıdır. Dolayısıyla bu çalışmanın, sosyal pazarlama alanında araştırma yapmak isteyen araştırmacılar için yarar sağlayacağı ifade edilebilir. Bu araştırmada, 1989-2022 yılları arasında YÖK Ulusal Tez Merkezi üzerinden 53 sosyal pazarlama konulu lisansüstü tez farklı parametrelerle analiz edilmiştir. Sosyal pazarlama konulu ilk tezin 1989 yılında yayınlandığı ve bu alanda en çok tezin Marmara Üniversitesinden çıktığı tespit edilmiştir. Ağırlıklı olarak yüksek lisans düzeyinde yapılan tezlerde, genel olarak nicel araştırma deseni tercih edilmiştir. İncelenen lisansüstü tezlerde analiz tekniği olarak Frekans analizi öne çıkmıştır. Sosyal pazarlama konulu tezlerin anahtar kelimelerine bakıldığında en fazla sosyal pazarlama kelimesi kullanılmıştır. Şimdiye kadar yapılan tezlerin büyük çoğunluğu kuramsal altyapıdan yoksun olmakla birlikte, kavramsal olarak sosyal sorumlulukla ilişkilendirilmiştir. Bu araştırma yalnızca sosyal pazarlama konulu lisansüstü tezlerle sınırlıdır ve bu konu özelinde gelecekteki olası araştırmalar ve sosyal pazarlama alanının bilimsel gelişimi için öneri ve tartışmalara yer verilmiştir.

Article Details

An Academic Journey From Past To Present: Bıbliometrıc Analysis Of Graduate Theses On Social Marketing

Authors:

Selin Ögel Aydın | Serhat Aydın

Publisher:

Igdir University

Journal:

Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 33, pp.327-348

Document Type:

Article

Publication Date:

5/2023

Document Language:

Turkish

Document ID (Org No.):

2001290605

pISSN:

2147-5717

Social Marketing

Bibliometrics

Graduate ThesisSosyal Pazarlama

Bibliyometri

Lisansüstü Tez

Issues

Article Details

An Academic Journey From Past To Present: Bıbliometrıc Analysis Of Graduate Theses On Social Marketing

Authors: Selin Ögel Aydın | Serhat Aydın

Publisher: Igdir University

Journal: Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 33, pp.327-348

Document Type: Article

Publication Date: 5/2023

Document Language: Turkish

Document ID (Org No.): 2001290605

pISSN: 2147-5717

Social Marketing

Bibliometrics

Graduate ThesisSosyal Pazarlama

Bibliyometri

Lisansüstü Tez

Issues

Authors:

Selin Ögel Aydın | Serhat Aydın

Publisher:

Igdir University

Journal:

Iğdır Üniversitesi Sosyal Bilimler Dergisi Issue 33, pp.327-348

Document Type:

Article

Publication Date:

5/2023

Document Language:

Turkish

Document ID (Org No.):

2001290605

pISSN:

2147-5717