ABSTRACT

Art is a phenomenon that can be produced and consumed. Art can be bought and sold and is valued as a commodity that can be placed in the market as a meta that confers prestige to the person or institution that owns it. Cinema, music, theater, and other phonetic art fields already have a structure established in the markets. In addition, thanks to the contemporary art market, plastic arts have also become owners of a market and market. In this context, the study aims to map the publications published between 2000 and 2023 in the literature on cultural and artistic marketing. The study sample consists of 1309 publications on Web of Science (WOS) and Scopus indexing platforms. The data obtained were analyzed using the Bibliometrix R Package. Within the framework of bibliometric analysis, a descriptive analysis was first carried out to reveal the overall appearance of the data. Then, to make more exploratory conclusions, citation analysis, co-citation analysis, co-word, and co-author analysis were applied to the data set where the publications were located. As a result of the co-word analysis, it was found that the keywords were grouped into 19 different themes. The theme where the concentration is the highest is "culture," which is ranked 7th, and the word "culture" (68) has been observed. The co-citation analysis shows that Johnson and Becker are cited more together than other authors. When the co-author analysis is evaluated regarding keywords, they are gathered in four different keyword sets. These sets are performing arts, arts, music festivals, and branding