Abstract:

The eye-tracking method is used as a research technique in many fields. In this study, a bibliometric analysis of the use of eye tracking in the field of marketing was conducted. The bibliometric analysis in the research was carried out by scanning the words "marketing" and "eye-tracking" in the Web of Science database on September 10, 2022. 762 publications were reached as a result of the search: years, research areas, institutions, journals, citation numbers, and keywords. VOSviewer software, which is a text mining technique, was used in keyword analysis. According to the findings of the study, the number of publications on the eye-tracking technique in the field of marketing increased from 1996 to 2020. It was determined that most publications were made at Tilburg University in the Netherlands, and most publications were published in the Journal of Business Research. In the most cited publications on eye tracking in the field of marketing, it was seen that the focus was on advertising analysis, consumer attention, ad recall, store and product design, and labeling.

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