Akademik Veri Yönetim Sistemi
Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, sa.49-1, ss.329-344, 2023 (Hakemli Dergi)
Political marketing is an essential field due to its role in shaping the function of democratic participation. It also has the function of increasing the level of conscious citizenship by encouraging the interest and participation of voters in democratic processes. It helps to create the desired public image for political candidates and parties and creates an identity in line with the values and aspirations of voters. In this respect, it is essential to analyse political marketing phases, which are becoming increasingly important in the literature. When the status of political marketing, a new field, is analysed both in international publications and in Turkey, the number of publications is insufficient. There needs to be a comparative bibliometric analysis of international literature and Turkey among the existing publications. This study aims to provide a general map of foreign and domestic literature on the concept. The study analysed 1,150 publications in the Web of Science database by bibliometric analysis method. Only 14 studies from our country have been included in these 40 years. "VOSviewer" software was used for data visualisation. The Dergipark database was used for Turkish literature. Since the Dergipark database does not support visualisation software, the researcher manually scanned and classified the publications. The study will serve as a summary guide for those who want to conduct research in the field of political marketing. The comparison of foreign and domestic literature is one of the essential aspects of the study. Insights were tried to be provided by looking at the volume and impact of the data. As a result of the analyses, research trends, the issues that have been studied so far and the recommended issues are also mentioned.