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Shaping social marketing research: a retrospective of the journal of social marketing

Muhammad Farrukh (School of Management and Economics, Beijing Institute of Technology, Beijing, China and Department of Business Administration, Faculty of Management Sciences, ILMA University, Karachi, Pakistan)
Ali Raza (Knowledge Unit of Business, Economics, Accountancy and Commerce (KUBEAC), University of Management and Technology, Sialkot Campus, Sialkot, Pakistan)
Fanchen Meng (School of Management and Economics, Beijing Institute of Technology, Beijing, China)
Yihua Wu (School of Management and Economics, Beijing Institute of Technology, Beijing, China)
Zhouyang Gu (School of Management and Economics, Beijing Institute of Technology, Beijing, China)

Journal of Social Marketing

ISSN: 2042-6763

Article publication date: 19 August 2021

Issue publication date: 23 November 2021

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Abstract

Purpose

This paper aims to analyse the publication trend and trajectories of the Journal of Social Marketing (JSOCM) from its inception in 2011 to 2020.

Design/methodology/approach

The bibliometric approach is used to present publication characteristics. For so doing, the bibliographic data was extracted from the Scopus database.

Findings

The results show an increasing trend in the publication and in the number of citations. Moreover, the findings also revealed that although JSOCM received publications worldwide, countries from the developed world such as Australia and the USA are the most productive countries.

Originality/value

As the first retrospection of the journal, this study not only educates and enriches JSOCM’s global readers and aspiring contributors but may also be helpful to its editorial board, as it provides several inputs to navigate the way forward.

Keywords

Acknowledgements

Muhammad Farrukh acknowledges financial support from the Ilma University, Karachi, Pakistan.

Citation

Farrukh, M., Raza, A., Meng, F., Wu, Y. and Gu, Z. (2021), "Shaping social marketing research: a retrospective of the journal of social marketing", Journal of Social Marketing, Vol. 11 No. 4, pp. 523-548. https://doi.org/10.1108/JSOCM-06-2020-0099

Publisher

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Emerald Publishing Limited

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