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Understanding the trends of marketing research and its future directions: a citation analysis

Monika Sheoran (Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India)
Divesh Kumar (Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India)
Vinod Kumar (Department of Marketing, International Management Institute, New Delhi, India)
Deepak Verma (Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India)

The Bottom Line

ISSN: 0888-045X

Article publication date: 28 June 2018

Issue publication date: 1 November 2018

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Abstract

Purpose

The purpose of this paper is to understand the scholarly contributions to the field of marketing by analyzing top ten journals of marketing.

Design/methodology/approach

The marketing journals were selected using SciMago marketing journal list, and SCOPUS database was used to identify the publications of the journals. A total of 9,190 articles were analyzed having 562,322 citation references. Methodologies like Wordle and Gephi were used to understand the most researched keywords and co-citation analysis among top five researchers. This paper also captured the information on most cited article along with author, most published author, most publishing country, most publishing university, the year with maximum publications and most used keywords.

Findings

The analysis indicates that “Kumar, V.” is most published author, that is, 68 publications, the most cited article is “On the evaluation of structural equation models” by Bagozzi and Yi (1988) with 6989 citations. The USA contributed the highest 6,720 publications, while University of Pennsylvania, Wharton School topped the list with 235 articles. In 2009, highest publication work was done by publishing 382 articles. “Game theory”, “Pricing” and “Advertising” are most used keywords which have been discussed in the literature.

Research limitations/implications

This analysis will help researchers in understanding the growth in the field of the marketing in recent years and possible direction it could take in future. However, this paper considered only top ten marketing journals as listed in SciMago marketing journal list; therefore, future researchers may incorporate more research journals to get a clearer picture of the field of marketing.

Originality/value

This paper is one of the first attempts in recent time to understand the research work in the field of marketing considering top ten journals.

Keywords

Citation

Sheoran, M., Kumar, D., Kumar, V. and Verma, D. (2019), "Understanding the trends of marketing research and its future directions: a citation analysis", The Bottom Line, Vol. 31 No. 3/4, pp. 191-207. https://doi.org/10.1108/BL-04-2018-0022

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited