Akademik Veri Yönetim Sistemi
Intermedia International e-Journal, cilt.12, sa.22, ss.488-511, 2025 (Hakemli Dergi)
In this study, it is aimed to examine the studies published internationally between 1994 and 2024 on product placement as one of the marketing communication tools with bibliometric analysis according to certain restrictions. In this regard, bibliometric analysis of the data obtained from Web of Science and Scopus databases was carried out with the Vosviewer program. Analyzes were made according to author, country, publication citation, journal, keywords and methodological characteristics. SPAR-4-SLR protocol was used in the study. As a result of the study it was concluded that the author who contributed the most to the studies was Jörg Matthes. It was determined that the majority of the studies included authors from the USA and the 'International Journal of Advertising' was the journal in which the most studies were published. The most cited study is Russell (2002). It was observed that the number of publications was highest in 2018 and decreased thereafter. In the keyword analysis, it was revealed that concepts such as product placement, advertising, brand placement, marketing, persuasion knowledge, brand recall, brand attitude, movies and television are the most used concepts. In terms of methodological characteristics, it has been observed that quantitative methods are used more predominantly, there are more studies with two and three authors, and techniques such as experimental design, surveys and eye tracking are used. Based on these findings, the study results were evaluated and discussed. Implications and future research directions were included