Bibliometric and content analysis of viral marketing in marketing literature

Murat Çakirkaya and Önder Aytaç Afşar

Cogent Business & Management, 2024, vol. 11, issue 1, 2364847

Abstract: Viral marketing is one of the most important marketing trends of today as it offers companies the opportunity to reach large masses, low cost, increases brand awareness and has higher conversion rates. In addition, more trust in the content shared by friends or family members and more interaction due to interesting, entertaining or emotional shares are among the features that make viral marketing different. Although it has so many advantages and is used extensively in the field, the lack of a bibliometric analysis on viral marketing and the fact that it does not find enough space in the literature makes the study important. The aim of this study is to identify the leading journals, authors, publications and main research themes in this field using bibliometric and thematic content analyses, to provide an overview of current viral marketing research and to prepare a conceptual framework for future research. Another aim of the study is to identify the missing areas in the viral marketing literature and to create a framework for future research in this field. In this study where quantitative research method was used, bibliometric analysis method was used through VOSviewer 1.6.18 software programme. Between 2003 and 2023, 222 studies were analysed by bibliometric map analysis method with co-citation, author and entity and bibliographic matching analysis. As a result of the content analysis, the studies in the viral marketing literature were divided into three main categories and 10 trends that make up these categories.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2024.2364847 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2364847

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2024.2364847

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().