Um estudo bibliométrico das publicações sobre marketing esportivo, realizadas nos periódicos no período de 1999 a 2019

Abstract

Objective. The present article main objective is to perform a bibliometric study of the publications about sports marketing, accomplished on periodics between the years 1999 and 2019. Thus, the study has a focus on sports marketing. Method. The search of data was performed by bibliometric analysis, thus, utilizing quantitative analysis, the goal of this study is in the possibility of mapping the main theoretical norths of national and international sports marketing. Through an excel spreadsheet it was possible to perform the tabulation of the obtained data, the excel’s dynamic tool helped the data analysis. The specific goals of the study were developed in accordance with the four laws of bibliometry, the use of those laws became necessary so that the study could be scientifically validated. Results. The data gathering resulted in 104 articles, found on the periodics databases Capes, Spell, Google Academic and Scielo. The data analysis results utilized the four laws of bibliometry as parameter, Lotka’s Law, Price’s Law, Braford’s Law and Zipf’s Law, using those laws it was possible to validate the study. Conclusion. From the 104 identified articles only 25 authors presented more than one publication. Such data imply that most of the analyzed articles are the result of an isolated work. Another identified factor was that are many periodics with publications about sports marketing, but most of them has only one published article, only 5 periodics present a significant number of publications, among them, 3 being international and having a more relevant frequency than the national periodics. It was noted that the year 2014 had the apex of publications about sports marketing.