RESEARCH TRENDS IN SPORTS SPONSORSHIP: A BIBLIOMETRIC ANALYSIS

Authors : Murat Seyfi, Hıdır Polat

Pages : 81-100

Doi:10.33689/spormetre.1435736

View : 103 | Download : 100

Publication Date : 2024-09-30

Article Type : Research Paper

Abstract :This study seeks to elucidate the history of research and trends in sports sponsorship, and make a worthwhile contribution to the area in accordance with contemporary developments. Within the research scope, bibliometric data on scientific studies conducted with sports sponsorship were retrieved from the Web of Science (WOS) database without temporal restrictions. R Studio Bibliometric was used to analyze the data set obtained from 160 studies. While research in the field of sports sponsorship up until 2007 focused on topics such as fast food, sponsorship programs, and management, changes were observed after that year. Studies began incorporating alcohol industries, children\'s sports, scientific research, corporate social responsibility, and brand concepts. Further paradigm changes in scientific research were observed after 2013, followed by a trend toward consumer expectations in the industry after 2018.
Keywords : Spor, spor sponsorluğu, bibliyometrik analiz