Understanding the Trend of Marketing Communication Research: A Co-citation Bibliometric Analysis
Alila Pramiyanti, Ira Dwi Mayangsari
This study presents a review of marketing communication research. We identiﬁed topical and methodological trends of current marketing communication research through a thematic meta-analysis. We searched literature using keywords “marketing communication” from Web-of-science database which provides the Social Science Citation Index (SSCI) and Arts and Humanities Citation Index (A&HCI). The articles published from 2015-2019 is selected as this study-s dataset to meet the novelty of the research. Bibexcel program was used to explore the co-citation patterns of marketing communication research agenda. Meanwhile, VOSviewer was used to visualise the bibliometric analysis. This study-s findings provide not only an overview of current marketing communication research trends but also new insights for future research directions regarding a development model of marketing communication research.
Keywords: bibliometric, co-citation, marketing communication, research trend
Topic: Marketing Management