The Notoriety of Bibliometric Analysis in the Field of Marketing

Abstract

Bibliometric research has recently gained much interest from academics seeking to investigate a particular topic. This study aims to explore the interest of marketing specialists in investigating marketing-related topics using bibliometric analysis. The paper includes the following sections: general information about bibliometric analysis, research methodology and how the database of articles was designed, data analysis results, conclusions and other insights. In this study, we considered the Scopus database for selecting the set of scientific papers. The applications used in the data analysis process are VOSviewer and QDA Miner. To achieve the purpose of the research, we analysed the productivity and impact of countries, journals and papers on the topic of bibliometric analysis in marketing. We also tried to identify the marketing-related concepts that generated the most interest from the specialists in their bibliometric analysis. The study aims to highlight the favorite topics related to marketing that specialists are interested in exploring through bibliometric research.

The Digital Transformation: The Forty Years of Marketing Communication Research

“…Edgar, Huhman, and Miller (2015) aimed to clarify the conceptualization and operationalization of the place strategy in social marketing. Popa, Țarcă, Bodog, Sasu, and Roșca (2022) examined the inclination of marketing professionals toward employing bibliometric analysis to investigate subjects on marketing. The field has evolved significantly over the past decade, with the digital revolution essential in reshaping the environment.…”

“…Such insights are crucial for academics exploring cross-disciplinary research opportunities and practitioners aiming to apply diverse perspectives in their strategies. Popa et al (2022) and Cuevas-Molano et al (2020) illustrate the methodological diversity in marketing communication research. Understanding these trends helps researchers and students in the field choose appropriate methodologies for their work and critically evaluate existing studies.…”