A Brief Review of Bibliometric Analysis Use in Marketing Studies

Abstract

This study investigates the adoption and application of bibliometric reviews in marketing literature by conducting a methodological literature review of 140 studies published in the top 47 marketing journals. Drawing on a comprehensive analysis, we explore various aspects of bibliometric review methodology, including sample size selection, database comprehensiveness, methodological complementariness, contributions to theory, and implications for practice. Our findings reveal a growing recognition and utilization of bibliometric techniques in marketing research. However, concerns persist regarding the rigor and potential contributions of bibliometric analysis. We identify key areas for improvement, such as ensuring adequate sample sizes and replicability, enhancing database comprehensiveness, employing theory-driven frameworks, and establishing implications for practice. Moreover, we provide recommendations for marketing scholars to navigate the complexities of bibliometric research effectively and make meaningful contributions to the advancement of marketing scholarship. By adhering to established guidelines and recommendations, marketing researchers can harness the power of bibliometric analysis to extract valuable insights, identify research gaps, and contribute to theoretical advancements in the discipline. This study serves as a call to action for marketing researchers to embrace bibliometric analysis as a potent tool for literature review and knowledge synthesis while also providing guidance for reviewers and editors to ensure the quality and impact of bibliometric reviews in marketing literature.