Akademik Veri Yönetim Sistemi
3rd International Conference on Scientific and Innovative Studies ICSIS 2024, Konya, Türkiye, 11 - 12 Eylül 2024, ss.140, (Özet Bildiri)
Changes are also seen in marketing practices with the change in living
conditions. In recent years, green and digital transformation targets have come
to the forefront in all development plans, especially in the reports of
international organizations. Within the scope of this study, the theses in the
“Marketing” index of the national thesis center in Turkey
in 2023 and 2024 were examined by content analysis method. In 2024, 35 theses,
including 8 doctoral and 27 master's theses; in 2023, 87 theses, including 25
doctoral and 62 master's theses; in total, 122 theses were examined. Most of
the theses were written within the Business Administration departments of
universities, but it was also observed that there were theses in this field in
departments such as Public Relations, Publicity, Advertising, Logistics and
Gastronomy. Sustainability, digital marketing and social marketing come to the
forefront. In addition, green marketing, gamification, customer satisfaction, augmented
reality, influencer and social media stand out in the keywords used. The
survey method is the most commonly used research method; followed by in-depth
interviews and content analysis methods. The sectors within the scope of the
research were examined; no prominent sector was identified. Research has been
conducted on different sectors such as retail, food, education, apparel,
furniture, fast-moving consumer goods. In terms of research analysis,
structural equation modeling, regression, correlation, factor analysis,
reliability analysis and frequency analysis were preferred.
Within the framework of the findings and national and international developments, it is predicted that in parallel with the development of artificial intelligence applications in all fields, academic studies will also develop in this direction. In addition to sectoral applications, artificial intelligence applications, especially machine learning, are expected to increase in research methods and analysis. The selection of topics in this context in the theses to be prepared in the coming period will contribute to both sectoral and academic developments.