Understanding the Trend of Marketing Communication Research: A Co-citation Bibliometric Analysis
Alila Pramiyanti, Ira Dwi Mayangsari

Telkom University

Abstract

This study presents a review of marketing communication research. We identified topical and methodological trends of current marketing communication research through a thematic meta-analysis. We searched literature using keywords “marketing communication” from Web-of-science database which provides the Social Science Citation Index (SSCI) and Arts and Humanities Citation Index (A&HCI). The articles published from 2015-2019 is selected as this study’s dataset to meet the novelty of the research. Bibexcel program was used to explore the co-citation patterns of marketing communication research agenda. Meanwhile, VOSviewer was used to visualise the bibliometric analysis. This study’s findings provide not only an overview of current marketing communication research trends but also new insights for future research directions regarding a development model of marketing communication research.

Keywords: bibliometric, co-citation, marketing communication, research trend

Topic: Marketing Management