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Ünlü Desteği Literatürünün Bibliyometrik Açıdan Değerlendirilmesi

Bibliometric Evaluation of the Literature on Celebrity Endorsement

Mehmet Akdeniz(MERSİN ÜNİVERSİTESİ)0009-0000-5390-3279
Ayşe Şahin(MERSİN ÜNİVERSİTESİ)0000-0001-7006-3072
Sayfa
1166–1191
Yayın Tarihi
2026-08-30
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Elde edilen bulgular; ünlü desteği araştırmalarının özellikle 2007 sonrasında belirgin bir ivme kazandığını ve son yıllarda istikrarlı bir şekilde artış gösterdiğini yansıtmaktadır.

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Amaç & Hipotez:Bu çalışma, ünlü desteği literatürünü bibliyometrik açıdan değerlendirerek mevcut akademik eğilimleri ortaya koymayı ve gelecekteki çalışmalara kılavuzluk etmeyi amaçlamaktadır.
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Temel Bulgular & Veri:Bu doğrultuda, Web of Science (WoS) platformundaki 1983-30 Nisan 2025 tarihleri arasında yayımlanan 857 makale üzerinden performans, atıf, ortak atıf ve anahtar kelime analizleri çerçevesinde bibliyometrik analiz gerçekleştirilmiştir.
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Sonuç & Katkı:Elde edilen bulgular; ünlü desteği araştırmalarının özellikle 2007 sonrasında belirgin bir ivme kazandığını ve son yıllarda istikrarlı bir şekilde artış gösterdiğini yansıtmaktadır.
🔬Tür:Laboratuvar & Saha Deneyi
📍Kapsam:2025 Verileri
⚙️Değişkenler:Ünlü Desteği · Bibliyometrik Analiz · VOSviewer

Özet

Bu çalışma, ünlü desteği literatürünü bibliyometrik açıdan değerlendirerek mevcut akademik eğilimleri ortaya koymayı ve gelecekteki çalışmalara kılavuzluk etmeyi amaçlamaktadır. Bu doğrultuda, Web of Science (WoS) platformundaki 1983-30 Nisan 2025 tarihleri arasında yayımlanan 857 makale üzerinden performans, atıf, ortak atıf ve anahtar kelime analizleri çerçevesinde bibliyometrik analiz gerçekleştirilmiştir. Elde edilen bulgular; ünlü desteği araştırmalarının özellikle 2007 sonrasında belirgin bir ivme kazandığını ve son yıllarda istikrarlı bir şekilde artış gösterdiğini yansıtmaktadır. Ayrıca, alanda en önde gelen çalışmanın Roobina Ohanian (1990) tarafından gerçekleştirilen ünlü destekçilere yönelik ölçek geliştirme araştırması olduğu, makale sayısı bakımından en üretken yazarın Subhadip Roy olduğu, en fazla makaleyi barındıran derginin International Journal of Advertising, en öne çıkan ülkenin Amerika Birleşik Devletleri ve en etkili kurumun ise Monash University olduğu tespit edilmiştir. Aynı zamanda, gerçekleştirilen araştırmaların büyük ölçüde ünlü desteği, reklamcılık, sosyal medya ve satın alma niyeti temaları etrafında yoğunlaştığı görülmektedir. Bununla birlikte, alana yönelik öne çıkan araştırma boşluklarının dijital insan etkileyici, yapay zekâ, ünlülere tapınma, dürtüsel satın alma ve canlı yayıncılar gibi konularla ilişkili olduğu belirlenmiştir.

Abstract

The study aims to evaluate the literature on celebrity endorsement from a bibliometric perspective, identify current academic trends, and guide future research. Accordingly, a bibliometric analysis is conducted in the framework of performance, citation, co-citation, and keyword analyses on 857 articles published between 1983 and April 30, 2025, on the Web of Science (WoS) platform. The findings reveal that celebrity endorsement research has gained significant momentum, particularly after 2007, and has shown steady growth in recent years. Furthermore, it is determined that the leading study in the field is the scale development research on celebrity endorsers conducted by Roobina Ohanian (1990); the most prolific author in terms of number of articles is Subhadip Roy; the journal with the most articles is International Journal of Advertising; the most prominent country is the United States, and the most influential institution is Monash University. In addition, it is observed that the studies conducted largely focus on the themes of celebrity endorsement, advertising, social media, and purchase intention. Moreover, it is determined that the prominent research gaps in the field are related to topics such as digital influencers, artificial intelligence, celebrity worship, impulsive buying, and live streamers.

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Bu Makaleye Atıf Yap

Akdeniz, M., Şahin, A. (2026). Ünlü Desteği Literatürünün Bibliyometrik Açıdan Değerlendirilmesi. Süleyman Demirel Üniversitesi Vizyoner Dergisi, Cilt: 17 Sayı: 51, 1166–1191. https://doi.org/10.21076/vizyoner.1814942

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