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Understanding the trends of marketing research and its future directions: a citation analysis

机译:了解营销研究的趋势及其未来方向:引文分析

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摘要

Purpose - The purpose of this paper is to understand the scholarly contributions to the field of marketing by analyzing top ten journals of marketing. Design/methodology/approach - The marketing journals were selected using SciMago marketing journal list, and SCOPUS database was used to identify the publications of the journals. A total of 9,190 articles were analyzed having 562,322 citation references. Methodologies like Wordle and Gephi were used to understand the most researched keywords and co-citation analysis among top five researchers. This paper also captured the information on most cited article along with author, most published author, most publishing country, most publishing university, the year with maximum publications and most used keywords. Findings - The analysis indicates that "Kumar, V." is most published author, that is, 68 publications, the most cited article is "On the evaluation of structural equation models" by Bagozzi and Yi (1988) with 6989 citations. The USA contributed the highest 6,720 publications, while University of Pennsylvania, Wharton School topped the list with 235 articles. In 2009, highest publication work was done by publishing 382 articles. "Game theory", "Pricing" and "Advertising" are most used keywords which have been discussed in the literature. Research limitations/implications - This analysis will help researchers in understanding the growth in the field of the marketing in recent years and possible direction it could take in future. However, this paper considered only top ten marketing journals as listed in SciMago marketing journal list; therefore, future researchers may incorporate more research journals to get a clearer picture of the field of marketing. Originality/value - This paper is one of the first attempts in recent time to understand the research work in the field of marketing considering top ten journals.
机译:目的-本文的目的是通过分析十大营销期刊来了解对营销领域的学术贡献。设计/方法/方法-使用SciMago营销期刊列表选择营销期刊,并使用SCOPUS数据库标识期刊的出版物。总共分析了9,190篇文章,其中引用参考文献为562,322。像Wordle和Gephi这样的方法被用来了解研究最多的五位研究人员中关键词最多的关键词和共引分析。本文还捕获了作者,作者最多,作者最多的国家,出版社最多的大学,出版次数最多和使用最多的关键字的年份以及被引用最多的文章的信息。结果-分析表明,“ Kumar,V.”是出版最多的作者,即68种出版物,被引用最多的文章是Bagozzi和Yi(1988)撰写的“论结构方程模型的评估”(6989)引用。美国贡献了最高的6,720种出版物,而宾夕法尼亚大学沃顿商学院以235篇文章位居榜首。 2009年,最高发表工作是发表382篇文章。 “博弈论”,“定价”和“广告”是在文献中已讨论过的最常用的关键字。研究局限性/含义-该分析将帮助研究人员了解近年来营销领域的增长以及未来的发展方向。但是,本文仅考虑SciMago营销期刊列表中列出的十大营销期刊。因此,未来的研究人员可能会纳入更多的研究期刊,以更清楚地了解营销领域。原创性/价值-本文是近十年来针对营销领域研究工作的首次尝试之一,考虑了十大期刊。

著录项

  • 来源
    《The bottom line》 |2018年第4期|191-207|共17页
  • 作者单位

    Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India;

    Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India;

    Department of Marketing, International Management Institute, New Delhi, India;

    Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India;

  • 收录信息
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Marketing; Citation analysis; Bibliometrics; SciMago; SCOPUS; Wordle;

    机译:市场营销;引文分析;文献计量学;SciMago;范围Wordle;
  • 入库时间 2022-08-18 04:10:54

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