Literature Review of Studies on Marketing

Abstract

From the past to the present, marketing has always existed in terms of both society and businesses. Marketing has shown a development process over time with the effects of the requirements of the age and technological developments. In this process, businesses have developed marketing strategies to achieve their goals. It is known that many types of marketing have emerged to gain a market or to hold on to the current market. In this context, the aim of the research is to create a literature review by applying the full count method of the studies carried out in the field of marketing until the period of 2018-2021 March, and to provide access to a wide range of information such as the subjects on which the studies are concentrated. In the field of marketing, revealing many features of the studies published in DergiPark in the field of marketing (marketing article, after 2018, in the field of business, by scanning the marketing word in the title and keyword,), predicting the studies in the near future, in all marketing fields until March 2018, 2020. It is considered to be valuable in terms of screening studies. According to the results of the research, it was understood that the majority of 49 articles on marketing published in DergiPark were related to service marketing. Again, it was found that the studies were mostly written in Turkish and more articles on marketing were published in 2019. In addition, at the end of the literature review, it was learned that the studies on marketing published in DergiPark were concentrated in the international field index and were mostly made using qualitative research method with two authors.

The Effect of Influencer Source Trust and Brand Attitude on Purchasing Intention

“…Yeni marka oluşturulması ve markaya yönelik pozitif tüketici tutumlarının oluşturulması için, başarılı bir marka yönetimi ve stratejisi gereklidir (Bozkurt, 2022). Tüketiciler nezdinde marka değerinin algılanması ve marka sadakati gibi pozitif sonuçlara ulaşmak için sosyal medya pazarlama teknikleri ve özellikle influencer pazarlaması stratejileri kullanılmaktadır (Çopuroğlu, 2022, s. 2261).…”