Bibliometric Analysis of Film Marketing Research from 1976 to 2021

Sandeep Gundeti, Amit Jain and Deepali Bhatnagar

A chapter in Digital Transformation, Strategic Resilience, Cyber Security and Risk Management, 2023, vol. 111B, pp 153-167 from Emerald Group Publishing Limited

Abstract: The growing interest of the scientific community in film marketing research can be discovered by the large scale published writings on the subject. Although, in this field, comprehensive and systematic research is still lacking. The important aim of this article is to merge the latest research results of film marketing through bibliometric research on articles published from 1976 to 2020, and to examine and introduce the research outcome from the view of the growth trend of the field; the most productive and influential countries, authors, articles, institutions, and research journals; keywords, author patterns, and international linkages. Research outcomes show that film marketing research increased gradually from 1976 to 2020, especially in the last five to 10 years. During this period, all 500 scholarly articles were published in 331 journals and listed in Scopus. Comparison is drawn between institutions from developing countries (in terms of number of articles) and developed countries (in terms of citation rate). On the basis of key points and three-factor examination, a conclusion is drawn that in the last 10 years, ‘film marketing’ as a keyword has attracted widespread attention.

Keywords: Film marketing; film industry; product placement; movie marketing; film tourism marketing; OTT platform (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eme:csefzz:s1569-37592023000111b011

DOI: 10.1108/S1569-37592023000111B011

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