Research Topics and Hotspots of Complex Network in Marketing: A Visual Perspective of Knowledge Graph Based on CiteSpace

Abstract

Based on the literature from 2012 to 2022 in Web of Science as the data source, this paper makes a big data analysis on the research status, hotspots and frontiers of complex networks. A visual analysis using CiteSpace found that: (1) The number of articles on "complex network in marketing" research keeps growing and has considerable research prospects. "Complex network in marketing" is gradually becoming a research hotspot in the marketing field. (2) "Performance", "Innovation" and "Market" are the three hot topics in the research field of "Complex Network in Marketing". (3) The clustering results of "Complex Network in Marketing" research can be summarized into three aspects: "social", "evolution" and "market". This research has certain reference value for grasping the knowledge base, research hotspots and the latest research frontier of complex network in marketing.