A bibliometric analysis and text mining of the entrepreneurial marketing domain: emerging trends and future research directions

IF 2 Q3 BUSINESS

Journal of Research in Marketing and Entrepreneurship Pub Date : 2023-03-24 DOI:10.1108/jrme-03-2021-0032

Tayyab Amjad, Michael Dent, Nur Naha Abu Mansor

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引用次数: 0

Abstract

Purpose The entrepreneurial marketing (EM) literature has grown rapidly during the last decade, yet much is left undiscovered. This paper aims to conduct a bibliometric analysis and text mining of the EM domain to provide trends in previous EM research to address this issue. Future avenues for EM research are provided. Design/methodology/approach Using the Scopus database, a bibliometric analysis and text mining are conducted with EM articles published between 1976 and 2020. Findings The paper reports the most frequently published and cited authors and their co-author networks. Journals which contain these articles are included with country data, subject areas and use of author keywords related to the EM topic. Frequencies of keywords and newly-emerging keywords in every three-year period during the past 12 years are also examined. The findings suggest that future researchers should explore the subtopics of EM education, legitimation, entrepreneurial networking and social media/digital marketing within the EM domain. Originality/value Bibliometric analysis and text mining are relatively new methods with which to study the EM research domain, allowing for analysis of emerging trends over the past 12 years.

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创业营销领域的文献计量分析与文本挖掘:新兴趋势与未来研究方向

创业营销(EM)文献在过去十年中迅速增长，但还有很多未被发现。本文旨在对EM领域进行文献计量分析和文本挖掘，以提供以前EM研究的趋势，以解决这一问题。展望了未来的研究方向。设计/方法/方法使用Scopus数据库，对1976年至2020年间发表的EM文章进行了文献计量分析和文本挖掘。该论文报告了最常发表和被引用的作者及其合著者网络。包含这些文章的期刊包含与新兴市场主题相关的国家数据、主题领域和作者关键字的使用。对过去12年每3年的关键词频率和新出现的关键词频率也进行了分析。研究结果表明，未来的研究人员应该在新兴市场领域探索新兴市场教育、合法化、创业网络和社交媒体/数字营销的子主题。原创性/价值文献计量分析和文本挖掘是研究新兴市场研究领域的相对较新的方法，可以分析过去12年的新兴趋势。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Research in Marketing and Entrepreneurship BUSINESS-

CiteScore

3.00

自引率

36.80%

发文量

期刊介绍： The Journal of Research in Marketing and Entrepreneurship (JRME) publishes research that contributes to our developing knowledge of entrepreneurial and small business marketing. Even though research into the relationship between marketing and entrepreneurship is still relatively young, the subject has thus far proved exciting and thought provoking, and critical thinking has progressed rapidly.The journal stands at the interface of research in marketing and entrepreneurship. Coverage may include, but is not limited to: -The size and structure of the entrepreneurial enterprise. -SMEs and micro businesses approach marketing -Intrapreneurship -The role of entrepreneurship in marketing -The role of marketing in entrepreneurship -How do successful entrepreneurs market their product and services? -Competencies necessary for the successful entrepreneur -The role of entrepreneurship (and, as appropriate, intrapreneurship) in the development of organizations -Life cycles of organizations: the stages in the growth of firms and the analysis of critical episodes -The influence of external help, support, and personal contact networks -Opportunity recognition -Relationships between SMEs and larger firms: how SMEs interact successfully with larger firms and how these larger firms in turn manage their relationships with SMEs -Strategic and management issues that pertain to marketing -Cultural and sociological perspectives of the entrepreneur -Cross-cultural studies and work on developing economies -Appropriate research methodologies