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Most available studies focus mainly on Islamic economics and finance with none conducted on Islamic marketing bibliometrics. The purpose of this paper is to commemorate the 11th anniversary of the Journal of Islamic Marketing (JIMA) in 2020 by evaluating the publication pattern and scientific advancement of JIMA between 2010 and 2020.

The paper used bibliometric analysis and visualization of similarities viewer software for the graphical conception of the bibliographic data, including bibliographic coupling, co-citation and co-occurrence of keywords.

There was an increase in the number of journal documents and this depicts a rising interest in the submission of articles. Moreover, the number of conceptual papers received has also increased and this shows JIMA’s support for knowledge development in Islamic marketing. Meanwhile, Halal is one of the currently trending topics, therefore, there is an opportunity for more exploration and research on the concept.

The bibliographical material applied in this study was only retrieved from the Scopus database. Therefore, more studies need to be conducted by incorporating other indexing and database in the scientific field of Islamic marketing.

The research is useful to understand queries related to scientific products such as the number of publications, contributors, keywords, countries and institutions often used in the articles of the journal.

It presented an exclusive bibliometrics analysis and identified the main trend of the publications in the journal from 2010 when it was established until the second issue of volume 11 in 2020.