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Article Citation - WoS: 11Citation - Scopus: 25Business Intelligence Strategies, Best Practices, and Latest Trends: Analysis of Scientometric Data From 2003 To 2023 Using Machine Learning(Mdpi, 2023) Gurcan, Fatih; Ayaz, Ahmet; Dalveren, Gonca Gokce Menekse; Derawi, Mohammad; Menekse Dalveren, Gonca GokceThe widespread use of business intelligence products, services, and applications piques the interest of researchers in this field. The interest of researchers in business intelligence increases the number of studies significantly. Identifying domain-specific research patterns and trends is thus a significant research problem. This study employs a topic modeling approach to analyze domain-specific articles in order to identify research patterns and trends in the business intelligence field over the last 20 years. As a result, 36 topics were discovered that reflect the field's research landscape and trends. Topics such as "Organizational Capability", "AI Applications", "Data Mining", "Big Data Analytics", and "Visualization" have recently gained popularity. A systematic taxonomic map was also created, revealing the research background and BI perspectives based on the topics. This study may be useful to researchers and practitioners interested in learning about the most recent developments in the field. Topics generated by topic modeling can also be used to identify gaps in current research or potential future research directions.Article Citation - WoS: 16Citation - Scopus: 20The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence From An-Eye Study(Mdpi, 2021) Peker, Serhat; Menekse Dalveren, Gonca Gokce; Inal, Yavuz; Dalveren, Gonca Gokce MenekseThe aim of this paper is to examine the influence of the content elements of online banner ads on customers' visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements-namely brand, discount rate and image-while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.
