{"title":"Trends in the Evaluation of Masstige Marketing: A Bibliometric Analysis Using R","authors":"Saurabh Verma, Sunil Kumar Yadav, Ritu Raj","doi":"10.1177/09722629231172046","DOIUrl":null,"url":null,"abstract":"The present study seeks to identify the current research trends and streamline future research opportunities in masstige marketing by conducting a bibliometric analysis of available literature from Scopus and the Web of science databases between 2001 and 2022. The study analyses 111 articles from the database of Scopus and the Web of Science published between 2001 and 2022, using bibliometric analysis, performance and science mapping analysis. The study used biblioshiny as a tool to conduct the bibliometric analysis of the extracted data. The research findings revealed that the publication of articles has increased between 2001 and 2022. A total of 93.3% of authors contributed one article, 5.5% of authors contributed two articles, 0.8 % of authors contributed three articles, and only 0.4 % of authors contributed seven articles. Countries like the USA, UK, India, Portugal, France and China have found to be the maximum contributors towards masstige. Further, the Bradford’s law applied in the study has revealed the basic sources of studies on masstige.","PeriodicalId":44860,"journal":{"name":"Vision-The Journal of Business Perspective","volume":"25 1","pages":"0"},"PeriodicalIF":3.0000,"publicationDate":"2023-09-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Vision-The Journal of Business Perspective","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09722629231172046","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
The present study seeks to identify the current research trends and streamline future research opportunities in masstige marketing by conducting a bibliometric analysis of available literature from Scopus and the Web of science databases between 2001 and 2022. The study analyses 111 articles from the database of Scopus and the Web of Science published between 2001 and 2022, using bibliometric analysis, performance and science mapping analysis. The study used biblioshiny as a tool to conduct the bibliometric analysis of the extracted data. The research findings revealed that the publication of articles has increased between 2001 and 2022. A total of 93.3% of authors contributed one article, 5.5% of authors contributed two articles, 0.8 % of authors contributed three articles, and only 0.4 % of authors contributed seven articles. Countries like the USA, UK, India, Portugal, France and China have found to be the maximum contributors towards masstige. Further, the Bradford’s law applied in the study has revealed the basic sources of studies on masstige.
本研究旨在通过对2001年至2022年间来自Scopus和Web of science数据库的可用文献进行文献计量分析，确定当前的研究趋势，并简化大规模营销领域未来的研究机会。该研究分析了2001年至2022年期间Scopus和Web of Science数据库中发表的111篇文章，使用了文献计量学分析、绩效和科学地图分析。本研究使用文献计量学作为工具，对提取的数据进行文献计量学分析。研究结果显示，从2001年到2022年，论文的发表量有所增加。共有93.3%的作者贡献了一篇文章，5.5%的作者贡献了两篇文章，0.8%的作者贡献了三篇文章，只有0.4%的作者贡献了七篇文章。研究发现，美国、英国、印度、葡萄牙、法国和中国等国家是大规模人口的最大贡献者。此外，研究中应用的布拉德福德定律揭示了按摩研究的基本来源。
期刊介绍：
Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.
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