Omnichannel retailing: a bibliometric and network visualization analysis
Benchmarking: An International Journal
ISSN: 1463-5771
Article publication date: 28 July 2021
Issue publication date: 29 March 2022
Abstract
Purpose
The purpose of this paper is to review the extant research literature on omnichannel retailing and map the research trends in this field through a bibliometric analysis and network visualization exercise.
Design/methodology/approach
This paper employs bibliometric analysis techniques on research literature retrieved from the Scopus and Web of Science databases over the period 2013–2020 and assesses indicators such as research production and citation trends, top contributing authors, countries, journals and organizations through tools offered by the Scopus/Web of Science databases as well as Biblioshiny. A network visualization analysis of patterns such as keyword co-occurrences and co-authorship linkages between contributing countries has been investigated through the use of VOSviewer.
Findings
The bibliometric analysis indicates that research in this field is currently dominated by USA and China with Germany and UK also being key contributors. The analysis has indicated that the field of omnichannel retailing straddles multiple domains such as logistics, distribution, operations and consumer behavior, thereby offering significant future scope for research linking omnichannel retailing with these subject areas.
Originality/value
This study maps the structure of research done in the field of omnichannel retailing and outlines the key contributors in terms of authors, journals and organizations that can serve as an input for future research. The study also identifies possible avenues for future research in the knowledge domain of omnichannel retailing.
Keywords
Citation
Mahadevan, K. and Joshi, S. (2022), "Omnichannel retailing: a bibliometric and network visualization analysis", Benchmarking: An International Journal, Vol. 29 No. 4, pp. 1113-1136. https://doi.org/10.1108/BIJ-12-2020-0622
Publisher
:Emerald Publishing Limited
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