ANALISIS BIBLIOMETRIK TERKAIT VIRAL MARKETING

Abstract

Some scientific publications related to viral marketing have been carried out; viral marketing that occurs on social media can be one way to market a product or service, this article aims to provide information regarding research trends that have been published on the topic of viral marketing in the 2017-2021 periods. The method used in this study was to identify the number of journals using Harzing's Publish or Perish software, as well as bibliometric analysis using VOSviewer. The results showed that there were 997 publications with 51135 citations and 10227 cites/year that discussed viral marketing. There are five main clusters based on the results of bibliometric analysis. This article also provides information related to research topics that have not been widely carried out so that it can provide benefits for stakeholders who may need it for further research.