口碑营销:科学计量学分析

IF 0.6 Q3 INFORMATION SCIENCE & LIBRARY SCIENCE

Journal of Scientometric Research Pub Date : 2023-01-06 DOI:10.5530/jscires.11.3.47

Sebastián Robledo, P. Duque, Andrés Mauricio Grisales Aguirre

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引用次数: 4

摘要

本文考察了口碑营销(WOMM)领域在过去几年的重要性、演变和知识结构。首先，本研究采用引文分析法对528篇WOMM论文进行了调查。其次，用SAP算法映射主题的演变。最后，采用聚类分析方法识别了WOMM知识结构。WOMM的研究区分了三个重要的新兴子领域，如关系和社交媒体营销，以及WOMM理论。由于社交媒体网站的爆炸式增长，营销人员目前正在使用电子口碑营销(eom)。

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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Word of Mouth Marketing: A Scientometric Analysis

This paper examines the importance, evolution, and intellectual structure of the Word of Mouth Marketing (WOMM) field over the past years. Firstly, this study uses a citation analysis to investigate 528 WOMM papers. Secondly, an SAP algorithm mapped the evolution of the topic. Finally, a cluster analysis was implemented to identify the WOMM knowledge structure. This research in WOMM distinguishes between three important emerging subfields, such as relationship and social media marketing, as well as the WOMM theory. Marketers are currently using electronic Word of Mouth (eWOM) due to the explosive growth of social media sites.

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来源期刊

Journal of Scientometric Research INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

1.30

自引率

12.50%

发文量