Mapping research in marketing: trends, influential papers and agenda for future research

Q1 Business, Management and Accounting
Ricardo Ramos, Paulo Rita, Celeste Vong
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Abstract

Purpose This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions. Design/methodology/approach The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis. Findings The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline. Research limitations/implications The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field. Practical implications Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers. Originality/value To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.
绘制市场营销研究图:趋势、有影响力的论文和未来研究议程
目的本研究旨在梳理近年来市场营销期刊上发表的科学文献的概念结构和演变,以确定市场营销研究的兴趣领域和潜在的未来研究方向。设计/方法/方法通过文献计量分析,确定并仔细审查了2018年至2022年间发表的100篇最具影响力的营销学术论文。研究结果进一步支持了区块链等新兴技术在营销中的关键作用,并将人工智能和直播确定为新兴趋势,强调了数据驱动营销在该学科中的重要性。研究局限性/启示数据收集仅包括2018年至2022年间被引用次数最多的100篇文献,数据仅限于Scopus数据库和Scopus索引的营销期刊。此外,根据引用次数选择文献。尽管如此,该数据集仍然可以为市场营销领域提供重要的见解。实际意义本研究中确定的有影响力的作者、论文和期刊将促进该领域未来的文献检索和科学传播。本研究通过确定热门话题和建议未来的研究主题,对市场营销文献做出了重要贡献。此外,新兴技术的重要作用和营销向更多数据驱动方法的转变将对营销人员产生重大的实际影响。原创性/价值据作者所知,这是第一个全面的研究,对市场营销领域的主要趋势和研究人员进行了总体概述。
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
期刊介绍: Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.
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