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Understanding the Trend of Marketing Communication Research: A Co-citation Bibliometric Analysis
Alila Pramiyanti, Ira Dwi Mayangsari

Telkom University


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


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Alila Pramiyanti)

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