A bibliometric analysis of academic studies focusing on user reviews in the field of business

Summary In the globalizing world, consumers are the target of technological developments. The market is shaped by their demands and expectations. The rapid increase in products and services in the market creates confusion among consumers and makes it important for businesses to gain competitive advantage and ensure customer loyalty. Increasing competition in the international market has made user comments an important source of feedback for businesses. Customers generally share their comments about their experiences with the products or services they purchased on online social media platforms or online shopping sites. This situation increases the impact of internet and social media platforms on businesses and creates a trend towards user comments in the academic community. Bibliometric analysis helps us analyze the trends related to the subject by quantifying the data in scientific studies on the subject. It helps us to determine which of these studies in the literature is the most productive, which country contributes more to the field, and which keywords are used most frequently and stand out. User comments are important data showing what consumers give to products or services. Thanks to these comments, businesses are able to optimize their products or services in the most effective way, thanks to the feedback they receive from customers. In this study, the concept of marketing and some basic concepts related to the subject will be included. Bibliometric analysis of academic studies focusing on user comments in the field of business will be examined and research aspects are emphasized. In addition, it is aimed to present new suggestions for the current situation and future studies in this field. In the study, marketing concepts will be included first, and then bibliometric analysis of articles on user comments in the field of business on Web of Science, an academic database, is carried out with the Visual Mapping Method using the Vosviewer 1.6.20 package program. The analysis aims to evaluate the studies and offer suggestions.