Bibliometric analysis of nudge studies in the field of marketing

The purpose of this master thesis research is to analyze and examine the content of the "nudge" studies prepared in the field of marketing between 1996-2020 according to various variables. In the study, data until 2020 was obtained by searching the keyword "Nudging to the Marketing" on the Web of Science website. In the index that emerged after the keyword search, 208 articles published in 219 different journals; The number of publications of the authors, the countries of the authors, the citations received by the authors, the publication year of the publications, the publication sources and the keyword cloud used were examined. After analyzing the obtained data, RStudio Version 1.3.1093 program with open source code and biblioshiny auxiliary package of the program were used to make it meaningful. As a result of the research, it has been observed that nudging will help marketing studies and social structures related to marketing in developed countries. Even though the keywords are broadly selected to connect the two main areas, the fact that the field of study is young indicates the need for scientific publications in this field. When this study is examined chronologically, it has been investigated how long the concept of nudging has been studied with the marketing field and the relationship of these studies with marketing.