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This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing mix. Specifically, this paper examines marketing advancements in the digital environment, placing emphasis on the virtual exhibition Códices de México: Memorias y Saberes, as well as the marketing activities related to prehispanic and novohispanic codices between 2010 and 2022.

The first part of the present study provides a chronological framework based on the four components of a marketing mix, illustrating the transition of Mexican and Spanish public cultural institutions from their foundations to current times. It particularly provides insight into their recent accomplishments in the digital environment, underscoring potential networking areas. The second part offers an in-depth examination of the exhibition Códices de México: Memorias y Saberes (INAH 2015) and a review of digital sources from Mexican government entities to investigate marketing activities related to prehispanic and novohispanic codices.

Due to the historical approach used to document the transition of nonprofit cultural institutions in Mexico and Spain to the digital era, this article sheds lights on co-joint efforts in the digital marketing domain around prehispanic and novohispanic codices. Additionally, it illustrates the activities used by Mexican cultural institutions during the past two decades to disseminate knowledge on codices.

Regarding the methodological aspects of using historical resources through digital archives, this study solely comprised marketing activities reported in the records available on the official portal of cultural institutions.

This study argues for the utility of the four components rooted in a traditional marketing mix as a tool to illustrate the evolution of marketing practices within the cultural heritage domain. It also highlights the role played by cultural institutions in Mexico and Spain in the digital environment to strategically network around cultural heritage. Additionally, it sheds light on the implementation of methods for presenting Mexican codices grounded in virtual terrain.

The growth of social media globally has led to brands adopting memes as a tool for communication. They have influenced digital culture, politics and marketing. This study aims to highlight the research gap in meme literature by profiling and science mapping.

This study has performed a bibliometric analysis of research papers on memes from the Scopus database. The authors profiled the literature and found the most relevant journal, author and document. Science mapping techniques such as thematic analysis, thematic evolution and co-citation of papers with content analysis were used.

Profiling of literature revealed that the most relevant journal, based on a number of papers and citations, is New Media and Society. The top researcher on memes is Shiffman L (seven papers), and the most cited author is Menczer F (717 citations). The paper titled “Towards A Unified Science of Cultural Evolution” has the highest number of citations (402). Thematic mapping revealed “Social Movements” and “Twitter” are the currently trending themes. The co-citation analysis clustered the literature into two. The first cluster elucidates the theoretical underpinnings of memes, while the second cluster explicates the various contexts in which memes are studied.

This study will be vital to researchers hoping to study internet memes by providing directions for future research. Furthermore, the insights from this study will enable social media managers to use memes effectively.

To the best of the authors’ knowledge, this study seems to be the first to use bibliometric analysis to profile and map meme literature. This study provides a new perspective for meme researchers to explore memes and suggests marketers implement novel meme-based strategies in their marketing communications.

The 21st century is marked by significant transformative shifts and pivotal global events that have exerted a profound impact on the global economy. These changes in market perceptions have served as the bedrock for shaping marketing actions and formulating strategic processes. Since the onset of this century, the landscape of marketing has experienced an unceasing evolution, compelling enterprises to engage in competitive endeavours, vying to introduce cutting-edge strategies and customer acquisition methodologies.

The fundamental objective of the conducted research was to unearth pioneering solutions within the domain of online marketing and discern the opportunities that these innovations confer within the framework of attaining organizational objectives. In pursuit of this objective, an exhaustive inquiry was undertaken through in-depth interviews conducted with three small-size enterprises. The findings underscored the critical role that innovations on the Instagram platform play in charting a course towards the accomplishment of business objectives for these companies.

Given the dynamic alterations brought about by the COVID-19 pandemic, which include heightened consumer consciousness and the expeditious advancement of digitalisation, this subject assumes paramount importance. Empirical findings derived from the research unequivocally substantiate that the incorporation of marketing innovations on the Instagram platform stands as a pivotal facet of companies' overarching marketing strategies. This integrative approach translates to augmented sales outcomes, heightened viewership, cultivation of brand image and an enhanced competitive stance.

The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas have developed over a 27-year time period from 1996 to 2022. This study analyzed 1,152 studies to identify the principal thematic areas and emergent topics, principal theories used, predominant forms of analysis and the most productive authors in terms of research.

The articles for this research were all selected from the Web of Science database. A systematic and quantitative literature review was performed. This study used SciMAT software to extract indicators. Specifically, this study analyzed productivity and produced a science map.

The findings suggest that interest in this area has increased gradually. The outputs also reveal the innovative effort of industry in new technologies for developing models for tourism marketing. Ten research areas were identified: “destination marketing,” “mobility patterns,” “co-creation,” “gastronomy,” “sustainability,” “tourist behavior,” “market segmentation,” “artificial neural networks,” “pricing” and “tourist satisfaction.”

This work is unique in proposing an agenda for future research into tourism marketing research with new technologies such as BD and artificial intelligence techniques. In addition, the results presented here fill the current gap in the research since while there have been literature reviews covering tourism with BD or marketing, these areas have not been studied as a whole.

El objetivo de esta investigación fue descubrir nichos representativos de áreas emergentes y examinar el área de Marketing, Turismo y Big Data, evaluando cómo han evolucionado estas áreas temáticas durante un período de 27 años desde 1996–2022. Analizamos 1.152 investigaciones para identificar las principales áreas temáticas y temas emergentes, las principales teorías utilizadas, las formas de análisis predominantes y los autores más productivos en términos de investigación.

Todos los artículos para esta investigación fueron seleccionados de la base de datos Web of Science. Realizamos una revisión sistemática y cuantitativa de la literatura. Utilizamos el software SciMAT para extraer indicadores. Específicamente, analizamos la productividad y elaboramos un mapeo científico.

Los hallazgos sugieren que el interés en esta área ha aumentado gradualmente. Los resultados también revelan el esfuerzo innovador de la industria en nuevas tecnologías para desarrollar modelos de marketing turístico. Se identificaron diez áreas de investigación (“marketing de destinos”, “patrones de movilidad”, “co-creación”, “gastronomía”, “sostenibilidad”, “comportamiento turístico”, “segmentación de mercado”, “redes neuronales artificiales”, “precios”, y “satisfacción del turista”).

Este trabajo es único al proponer una agenda para futuras investigaciones en investigación de Marketing Turístico con nuevas tecnologías como Big Data y técnicas de Inteligencia Artificial. Además, los resultados presentados aquí llenan el vacío actual en la investigación ya que si bien se han realizado revisiones de literatura que cubren Turismo con Big Data o Marketing, estas áreas no se han estudiado como un conjunto.

这一特定研究领域的目标是发现具有代表性的新兴领域, 并考察市场营销、旅游和大数据研究领域, 以评估这些主题领域在1996年至2022年的27年间是如何发展的。我们分析了1152项研究, 以确定主要专题领域和新兴主题、使用的主要理论、主要的分析形式以及在研究方面最有成效的作者。

本研究的文章都是从Web of Science数据库中选出的。我们进行了系统化的定量文献审查, 并使用SciMAT软件来提取指标。具体来说, 我们分析了生产力并制作了一个科学研究地图。

研究结果表明, 人们对这一领域的兴趣已经逐渐增加。本文也揭示了工业界在开发旅游营销模式的新技术方面的创新努力。研究确定了十个研究领域：“目的地营销”、“流动模式”、“共同创造”、“美食”、“可持续性”、“游客行为”、“市场细分”、“人工神经网络”、“定价 “和游客满意度”。

这项研究的独特之处在于提出了未来利用大数据和人工智能技术等新技术进行旅游营销研究的议程。此外, 本文的结果填补了目前的研究空白, 因为虽然有文献综述涉及旅游与大数据或市场营销, 但这些领域还没有被作为一个整体来研究。

This study aims to present a bibliometric overview of the academic research on export performance (EP) in the business and management areas.

A bibliometric overview of 1,463 papers from 1968 to 2021, including performance analysis, science mapping analysis and graphical mapping, was conducted using the Scopus database. SciMAT software was used for thematic analysis and conceptual evolution mapping of the EP domain, and VOSviewer software was used for graphical visualization.

This study shows that EP research experienced spectacular growth, especially between 1998 and 2003, and the interest in this field continues to increase. Also, the USA and the UK appear to be the absolute leaders in EP research, with the best indicators of productivity and influence in all dimensions analyzed. The findings from the analysis through SciMAT indicate that “capabilities” and “R&D” are the main Motor themes that have contributed the most to the EP literature, whereas “global value chain” and “start-up” are emerging themes as new areas of interest.

This study develops a baseline for representing certain and exhaustive insights in the EP field and specifies trends over a period. Using a single database and excluding book chapters/conference papers are limitations of this study.

EP is a research field that has gained wide acceptance in the academic community and international marketing literature. To the best of the authors’ knowledge, no bibliometric overview has analyzed the EP literature. This study presents the first systematic quantitative analysis of academic research on EP in the business and management areas.

The wine market has witnessed intensified competition across all aspects. However, there is a limited systematic assessment of wine marketing literature. This study employs bibliometric and thematic content evaluation methodologies to present a comprehensive summary and trend of the existing research in wine marketing.

This integrates bibliometric and thematic content analytical techniques to trace the evolutionary arc of wine marketing research, underpinned by a framework-based evaluation - the 4 Ws (what, where, why, and how) to give a thorough overview of wine marketing literature. We draw on the thematic structure of wine marketing research by conducting keyword co-occurrence, thematic, social network, and cluster-based content analyses. A total of 291 publications from peer-reviewed journals, spanning the years 2001–2023, were examined in the present study.

The bibliometric analysis is used to determine the most notable journals, authors, nations, articles, and themes, thereby offering a comprehensive understanding of the publication trends within the sphere of wine marketing. Based on the findings, this study advocates a research agenda to extend further contributions to the field of wine marketing.

The study performs a comprehensive analysis of the publication patterns, influential authors, and emerging trends within the wine marketing research field. It provides a unique insight into the evolution and development of wine marketing as a scholarly discipline, facilitating future research directions and knowledge advancement.

This paper aims to study the intellectual landscape of green purchase (GP) literature, visualize and analyse the temporal evolution, thematic mapping of emerging and future research themes using a systematic and quantitative literature review approach.

The study employs a bibliometric analysis and examines the bibliometric metadata consisting of 440 studies extracted from the Scopus database for the years 1990–2022 within the GP field.

The findings based on performance analysis and visualization networks reveal the productivity trend of GP by years, authors, academic relationships, international collaborations, top cited publications, most occurring keywords, existing and emerging themes and temporal theme evolution.

It provides a broader/macro view of the topic and lacks specificity and deeper analysis, which can be addressed in future bibliometric studies.

The integration of topics contributes to the development of the intellectual landscape of the GP research field and suggests thrust areas for future research. The study offers important implications for the academic community to gain a comprehensive and global understanding of green purchasing.

This research is unique as previous studies have not quantitatively compiled and extensively analysed work of these characteristics on the area under study using bibliometrics.

Past research on luxury is fragmented resulting in challenges to define what the construct of luxury means. Based on a need for conceptual clarity, this study aims to map how research conceptualises luxury and its creation.

This study presents a scoping review of luxury articles published in peer-reviewed journals. Of the initial 270 articles discovered by using the database of Scopus, and after control searching in Web of Science and reference scanning, 54 high-quality studies published before the end of 2020 were found to meet the inclusion criteria and comprised the final analytical corpus.

The findings demonstrate that research approaches luxury and its creation from three different perspectives: the provider-, consumer- and co-creation perspectives. In addition, the findings pinpoint how the perspectives differ from each other due to fundamental and distinguishing features and reveal particularities that underlie the perspectives.

The suggested framework offers implications to researchers who are interested in evaluating and developing luxury studies. Based on the identified luxury perspectives, the study identifies future research avenues.

The study contributes to the luxury research stream by advancing an understanding of an existing pluralistic perspective and by adding conceptual clarity to luxury literature. It also contributes to marketing and branding research by showing how the luxury literature connects to the evolution of value creation research in marketing literature.

This study aims to delve into the lived experiences, challenges and visions of women entrepreneurs in Jordan, placing a magnifying glass on those spearheading or co-pioneering start-ups. It aims to understand the myriad factors that influence their entrepreneurial journey, from motivation to the future of their niche.

Adopting a qualitative lens, this study is anchored in semi-structured interviews encompassing 20 Jordanian women entrepreneurs. Following this, thematic analysis was deployed to dissect and categorize the garnered insights into ten salient themes.

The study reveals that personal experiences and challenges are pivotal in directing these women towards niche markets, aligning with the theory of planned behaviour (TPB). Tools such as digital instruments, customer feedback and innovative strategies like storytelling and augmented reality are integral to their entrepreneurial success, resonating with the resource-based view (RBV). Additionally, challenges like cultural barriers and infrastructural limitations are navigated through adaptive strategies, reflecting the resilience inherent in these entrepreneurs. Networking, mentorship, embracing technological advancements and implementing sustainable practices are highlighted as crucial elements underpinned by the social identity theory (SIT).

Contrary to the extant body of research, this study provides new insights into the challenges faced by women entrepreneurs in Jordan, highlighting the practical relevance of theories like TPB, RBV and SIT for both policymakers and the start-up community in niche markets.

This research aims to investigate, in the context of a crisis, how adaptive marketing and open marketing capabilities directly contribute to enhance SMEs' business model innovation taking into consideration the mediating role of strategic flexibility.

Based on a sample of 120 small firms, our theoretical model is tested through a cross-sectional study. PLS-SEM is applied as the analytical technique.

The results show that open marketing capabilities are positively related to business model innovation and that this relationship is partially mediated by strategic flexibility. Furthermore, adaptive market experimentation capabilities enhance business model innovation only when fully mediated by strategic flexibility.

Extending existing explorative research, our research illuminates how adaptive market experimentation and open marketing capabilities, in conjunction with strategic flexibility, can help SMEs to better adapt existing business models during a time of crisis. Our findings underline the potential contribution of planned test-driven activities, trial-and-error processes, data-based decisional processes and benchmarking activities. We also document how stronger networking capabilities and organizational openness strengthen the firm's ability to access the required additional resources and insights they need. These contributions remain however conditioned by the use of a convenient sampling design as well as the cross-sectional nature of the data.

Our findings underline the importance of empowering SMEs to nurture more effective experimental approaches in the long run, along with a more formalized open marketing posture. Our study also highlights the need for SMEs to improve their awareness of the risk of inertia and the benefits of nurturing their overall flexibility so they can adapt in an adequate and timely manner.

The findings of this study build on the perspective of adaptive marketing capabilities and add to the business model innovation literature in two ways. First, our study provides new insights into the cumulative and concrete consequences of market experimentation and open marketing capabilities on small firms' business model dynamics in the context of a crisis. Second, our findings illuminate the crucial role of strategic flexibility which, partly or entirely, contributes to the full realization of the potential of the marketing capabilities at hand.