Examining 50 years of social marketing through a bibliometric and science mapping analysis

IF 3.1 4区 管理学 Q2 BUSINESS
Jessica Salgado Sequeiros, Arturo Molina-Collado, M. Gómez-Rico, D. Basil
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引用次数: 3

Abstract

Purpose Through a bibliometric analysis and scientific mapping, this study aims to examine research in the field of social marketing over the past 50 years and to propose a future research agenda. Design/methodology/approach A bibliometric analysis based on keyword co-occurrences is used to analyze 1,492 social marketing articles published from 1971 to 2020. The articles were extracted from the Web of Science and Scopus databases. SciMAT software was used, which provides a strategic diagram of topics, clusters, networks and relationships, allowing for the identification and assessment of relational connections among social marketing topics. Findings The results show that advertising, fear and children were some of the driving themes of social marketing over the past 50 years. In addition, the analysis identifies four promising areas for future research: consumption, intervention, strategy and analytical perspectives. Research limitations/implications This analysis can serve as a reference guide for future research in the field of social marketing. This study focused on quantitative analysis. An in-depth qualitative analysis would be a valuable future extension. Originality/value This research offers a unique systematic analysis of the progression of social marketing scholarship and provides a guide for future research related to social marketing. Importantly, this work suggests crucial issues that have not yet been sufficiently developed.
通过文献计量学和科学图谱分析考察50年的社会营销
目的通过文献计量分析和科学制图,本研究旨在考察过去50年来社会营销领域的研究 年,并提出未来的研究议程。设计/方法论/方法基于关键词共现的文献计量分析用于分析1971年至2020年发表的1492篇社会营销文章。这些文章摘自科学网和Scopus数据库。使用了SciMAT软件,该软件提供了主题、集群、网络和关系的战略图,允许识别和评估社会营销主题之间的关系联系。调查结果显示,广告、恐惧和儿童是过去50年社交营销的一些驱动主题 年。此外,该分析确定了未来研究的四个有前景的领域:消费、干预、战略和分析视角。研究局限性/含义此分析可作为未来社会营销领域研究的参考指南。本研究侧重于定量分析。深入的定性分析将是今后有价值的延伸。原创性/价值本研究对社会营销学术的发展进行了独特的系统分析,并为未来社会营销相关研究提供了指导。重要的是,这项工作提出了尚未得到充分发展的关键问题。
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
CiteScore
4.60
自引率
29.20%
发文量
33
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