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Journals / Ege Akademik Bakış Dergisi / 2026 / Cilt: 26 Sayı: 4

DIGITAL HEALTH MARKETING LITERATURE: A BIBLIOMETRIC AND CONTENT ANALYSIS

DİJİTAL SAĞLIK PAZARLAMASI YAZINI: BİBLİYOMETRİK VE İÇERİK ANALİZİ

Pınar Özkan(DOKUZ EYLÜL ÜNİVERSİTESİ)0000-0003-2765-7224
İpek Deveci Kocakoç(Dokuz Eylül Üniversitesi)0000-0001-9155-8269
Pages
551–570
Publication Date
2026-09-23
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings indicate that artificial intelligence, data security, and innovative strategies to enhance user engagement will be significant areas of future research in digital health marketing.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to examine academic publications in the field of digital health marketing through bibliometric and content analysis, in order to identify current trends, research gaps, and future directions.
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Key Findings & Data:It was observed that research in this field increased rapidly after the COVID-19 pandemic.
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Conclusion & Impact:The findings indicate that artificial intelligence, data security, and innovative strategies to enhance user engagement will be significant areas of future research in digital health marketing.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Dijital sağlık pazarlaması · E-sağlık · Tele-sağlık

Abstract

This study aims to examine academic publications in the field of digital health marketing through bibliometric and content analysis, in order to identify current trends, research gaps, and future directions. The analyses revealed that topics such as e-health, mobile health applications, and telemedicine are prominent in digital health technologies. It was observed that research in this field increased rapidly after the COVID-19 pandemic. The United States was found to be the leading country in terms of both publication and citation counts, while China ranked high in publication volume but remained behind in academic impact. The findings indicate that artificial intelligence, data security, and innovative strategies to enhance user engagement will be significant areas of future research in digital health marketing.

Özet

Bu çalışma, dijital sağlık pazarlaması alanındaki akademik literatürü bibliyometrik ve içerik analizi yöntemleriyle incelemektedir. Web of Science veri tabanında yapılan kapsamlı tarama sonucunda 2000–2025 yılları arasında yayımlanmış makaleler analiz edilmiştir. Çalışmada, yayın performansı, atıf yapısı, en üretken yazarlar, kurumlar ve ülkeler belirlenmiş; ayrıca anahtar kelime analizi ve bilim haritası teknikleri kullanılarak alanın tematik yönelimleri ortaya konmuştur. Bulgular, dijital sağlık pazarlaması literatüründe yayın sayısının özellikle COVID-19 pandemisi sonrasında hızlı bir artış gösterdiğini ve araştırmaların büyük ölçüde e-sağlık, mobil sağlık uygulamaları, tele-tıp ve oyunlaştırma gibi temalarda yoğunlaştığını ortaya koymaktadır. ABD yayın sayısı ve atıf etkisinde ön planda yer alırken, Çin yüksek yayın performansına rağmen daha düşük uluslararası etkiye sahiptir. Türkiye’de ise konuya yönelik akademik ilginin sınırlı olduğu görülmektedir. Çalışma, literatürdeki boşlukları vurgulamakta ve gelecekteki araştırmalara yön verebilecek tematik alanları işaret etmektedir.

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Cite This Article

Özkan, P., Kocakoç, İ. D. (2026). DIGITAL HEALTH MARKETING LITERATURE: A BIBLIOMETRIC AND CONTENT ANALYSIS. Ege Akademik Bakış Dergisi, Cilt: 26 Sayı: 4, 551–570. https://doi.org/10.21121/eab.202600235

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