The Concept of Digital Sponsorship in Businesses: A Bibliometric Research

Authors

  • Mehmet Arif TUNCER İstanbul Gedik Üniversitesi, Lisansüstü Eğitim Enstitüsü, İstanbul, Türkiye

DOI:

https://doi.org/10.20491/isarder.2025.2053

Keywords:

Business, Digital Sponsorship, Bibliometric Analysis

Abstract

Purpose - In this research, it has been aimed to determine the limits reached by the concept of digital sponsorship within businesses in literature. At the same time, the concept transformation of digital sponsorship was examined by identifying the issues that the concept is related to.
Design/methodology/approach – Bibliometric analysis method was applied in the research. As a result of the scanning, 182 articles obtained from the Scopus database have been analyzed with the R bibliometrix program and the results have been reported.
Findings – Research findings have shown that the concept of digital sponsorship has been in literature for more than 50 years. It has been observed that studies on digital sponsorship have gained popularity in recent years and that the concept has an intense relationship with social media.
Discussion – The findings showed that the concept of digital sponsorship is especially related to social media. It is considered necessary for managers to pay attention to digital sponsorship, which is an effective method especially in business success. In addition, the bibliometric analysis provided an idea about which digital sponsorship practices can be examined.

Published

2025-07-01

How to Cite

TUNCER, M. A. (2025). The Concept of Digital Sponsorship in Businesses: A Bibliometric Research. Journal of Business Research - Turk, 17(2), 1580–1602. https://doi.org/10.20491/isarder.2025.2053

Issue

Section

Articles