Lojistik ve dijital pazarlama temelli araştırmaların potansiyel eğilimleri üzerine Biblioshiny ile Bibliyometrik bir analiz

Technological advancements have not only enhanced the efficiency of logistics processes but have also reshaped marketing strategies. Digitalisation has intensified the interaction between logistics process management and marketing strategies, significantly influencing the optimisation of business processes, efficiency, and competitive advantage. This study aims to identify the main trends in developing these areas, explore the interactions within the literature, and uncover potential research opportunities by analysing international logistics and digital marketing studies. To achieve this, bibliometric analysis was conducted on international studies addressing logistics and digital marketing, including publications, citation trends, keywords, and interactions. The data were obtained from the internationally recognised Web of Science database, and the analyses were performed using the Biblioshiny software. Following the PRISMA 2020 framework, a dataset was created, and 118 studies were analysed. The study highlights the recent increase in research focusing on using digital marketing strategies in logistics activities and the growing integration of these two fields in academic publications. However, the results also indicate that the research has yet to achieve sufficient maturity in both quantity and quality. Additionally, the study underscores the importance of increasing international collaboration in future research. This study contributes to the academic body of knowledge in logistics and digital marketing by systematically reviewing the existing literature and offering recommendations that could serve as a reference for future research.