Bibliometric analysis of the internet of things from a marketing perspective

The main purpose of this study is to examine the structure and dynamics of scientific publications on the "Internet of things" in terms of marketing. The study aims to reveal contemporary research trends and patterns in the field of the Internet of Things (IoT) so that social scientists new to the discipline can be guided in the right direction while studying this phenomenon. Accordingly, the study analyzes the publications on the relationship between Internet of Things and marketing presented in the highly reliable Web of Science database until 2022. The research object is a pool of scientific publications indexed by the keywords "Internet of Things" and "Marketing" in the Web of Science database. The literature review has been done in article titles, abstracts, and keywords. This study includes data from 2008 to 2022 published in the mentioned subject areas. In the study, it has been tried to show the dynamics of publication efficiency and emphasize effective articles and reliable journals with the bibliometric analysis method. In addition, in the study, keyword associations in the articles, the number of publications of the countries, and the language they use were tried to be visualized. This study, which focuses on addressing the latest situation of IoT in social sciences in its relationship with marketing and systematically synthesizing future research directions, reveals its originality in order to guide and raise awareness for many marketers, considering that the trend in the field of marketing has not yet reached the expected level. In this context, bibliometric analysis was carried out through VOSviewer in order to convey the areas where the Internet of Things and the studies conducted together in the field of marketing are related and the authors-country-institution-journals that contribute the most to this field. The obtained data were interpreted through tables and maps and discussed in the conclusion part.