{"id":"https://openalex.org/W2810696665","doi":"https://doi.org/10.1108/bl-04-2018-0022","title":"Understanding the trends of marketing research and its future directions: a citation analysis","display_name":"Understanding the trends of marketing research and its future directions: a citation analysis","publication_year":2018,"publication_date":"2018-06-28","ids":{"openalex":"https://openalex.org/W2810696665","doi":"https://doi.org/10.1108/bl-04-2018-0022","mag":"2810696665"},"language":"en","primary_location":{"id":"doi:10.1108/bl-04-2018-0022","doi":"https://doi.org/10.1108/bl-04-2018-0022","is_oa":false,"landing_page_url":"https://doi.org/10.1108/bl-04-2018-0022","pdf_url":null,"source":{"id":"https://openalex.org/S85785479","display_name":"The Bottom Line Managing Library Finances","issn_l":"0888-045X","issn":["0888-045X","2054-1724"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-c","cwts-core","jufo-1","norway-1","poland-20","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"The Bottom Line","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5019535790","display_name":"Monika Sheoran","orcid":"https://orcid.org/0000-0003-0405-675X","observed_orcids":["https://orcid.org/0000-0003-0405-675X"]},"institutions":[{"id":"https://openalex.org/I83205935","display_name":"Malaviya National Institute of Technology Jaipur","ror":"https://ror.org/0077k1j32","country_code":"IN","type":"education","lineage":["https://openalex.org/I83205935"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Monika Sheoran","raw_affiliation_strings":["Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India","institution_ids":["https://openalex.org/I83205935"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5081828585","display_name":"Divesh Kumar","orcid":"https://orcid.org/0000-0002-8105-7847","observed_orcids":["https://orcid.org/0000-0002-8105-7847"]},"institutions":[{"id":"https://openalex.org/I83205935","display_name":"Malaviya National Institute of Technology Jaipur","ror":"https://ror.org/0077k1j32","country_code":"IN","type":"education","lineage":["https://openalex.org/I83205935"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Divesh Kumar","raw_affiliation_strings":["Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India","institution_ids":["https://openalex.org/I83205935"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5000374458","display_name":"Vinod Kumar","orcid":"https://orcid.org/0000-0002-5014-0672","observed_orcids":["https://orcid.org/0000-0002-5014-0672"]},"institutions":[{"id":"https://openalex.org/I158867519","display_name":"International Management Institute","ror":"https://ror.org/00jatyx22","country_code":"IN","type":"education","lineage":["https://openalex.org/I158867519"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Vinod Kumar","raw_affiliation_strings":["Department of Marketing, International Management Institute, New Delhi, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Marketing, International Management Institute, New Delhi, India","institution_ids":["https://openalex.org/I158867519"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5022655089","display_name":"Deepak Verma","orcid":"https://orcid.org/0000-0003-0630-3953","observed_orcids":["https://orcid.org/0000-0003-0630-3953"]},"institutions":[{"id":"https://openalex.org/I83205935","display_name":"Malaviya National Institute of Technology Jaipur","ror":"https://ror.org/0077k1j32","country_code":"IN","type":"education","lineage":["https://openalex.org/I83205935"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Deepak Verma","raw_affiliation_strings":["Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Management Studies, Malaviya National Institute of Technology, Jaipur, India","institution_ids":["https://openalex.org/I83205935"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.9066,"has_fulltext":false,"cited_by_count":24,"citation_normalized_percentile":{"value":0.87782367,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":"31","issue":"3/4","first_page":"191","last_page":"207"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10102","display_name":"scientometrics and bibliometrics research","score":0.8471999764442444,"subfield":{"id":"https://openalex.org/subfields/1804","display_name":"Statistics, Probability and Uncertainty"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10102","display_name":"scientometrics and bibliometrics research","score":0.8471999764442444,"subfield":{"id":"https://openalex.org/subfields/1804","display_name":"Statistics, Probability and Uncertainty"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.02710000053048134,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12926","display_name":"Business Strategies and Management Research","score":0.02410000003874302,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/marketing-research-trends","display_name":"marketing research trends","score":0.8610000014305115},{"id":"https://openalex.org/keywords/marketing-journals","display_name":"marketing journals","score":0.7139999866485596},{"id":"https://openalex.org/keywords/citation-analysis","display_name":"citation analysis","score":0.8370000123977661},{"id":"https://openalex.org/keywords/co-citation-analysis","display_name":"co-citation analysis","score":0.8790000081062317},{"id":"https://openalex.org/keywords/highly-cited-papers","display_name":"highly cited papers","score":0.796999990940094},{"id":"https://openalex.org/keywords/research-output-by-country-and-institution","display_name":"research output by country and institution","score":0.5239999890327454},{"id":"https://openalex.org/keywords/research-keywords","display_name":"research keywords","score":0.4440000057220459},{"id":"https://openalex.org/keywords/game-theory","display_name":"game theory","score":0.7459999918937683},{"id":"https://openalex.org/keywords/pricing","display_name":"pricing","score":0.9319999814033508},{"id":"https://openalex.org/keywords/advertising","display_name":"advertising","score":0.8930000066757202},{"id":"https://openalex.org/keywords/structural-equation-modeling","display_name":"structural equation modeling","score":0.6179999709129333}],"concepts":[{"id":"https://openalex.org/C151719136","wikidata":"https://www.wikidata.org/wiki/Q3972943","display_name":"Publishing","level":2,"score":0.7049587368965149},{"id":"https://openalex.org/C2778805511","wikidata":"https://www.wikidata.org/wiki/Q1713","display_name":"Citation","level":2,"score":0.6921303272247314},{"id":"https://openalex.org/C83867959","wikidata":"https://www.wikidata.org/wiki/Q371467","display_name":"Scopus","level":3,"score":0.6485769748687744},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.5098599791526794},{"id":"https://openalex.org/C105345328","wikidata":"https://www.wikidata.org/wiki/Q206276","display_name":"Citation analysis","level":3,"score":0.49029234051704407},{"id":"https://openalex.org/C161191863","wikidata":"https://www.wikidata.org/wiki/Q199655","display_name":"Library science","level":1,"score":0.4487695097923279},{"id":"https://openalex.org/C15306905","wikidata":"https://www.wikidata.org/wiki/Q6770925","display_name":"Marketing science","level":4,"score":0.4419427812099457},{"id":"https://openalex.org/C9652623","wikidata":"https://www.wikidata.org/wiki/Q190109","display_name":"Field (mathematics)","level":2,"score":0.4369204640388489},{"id":"https://openalex.org/C3020774429","wikidata":"https://www.wikidata.org/wiki/Q1201886","display_name":"Web of science","level":3,"score":0.4234890043735504},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.39371392130851746},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3446284532546997},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.2114214301109314},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.18508735299110413},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.16391852498054504},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.13812115788459778},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.13488510251045227},{"id":"https://openalex.org/C2779473830","wikidata":"https://www.wikidata.org/wiki/Q1540899","display_name":"MEDLINE","level":2,"score":0.11945754289627075},{"id":"https://openalex.org/C202444582","wikidata":"https://www.wikidata.org/wiki/Q837863","display_name":"Pure mathematics","level":1,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1108/bl-04-2018-0022","doi":"https://doi.org/10.1108/bl-04-2018-0022","is_oa":false,"landing_page_url":"https://doi.org/10.1108/bl-04-2018-0022","pdf_url":null,"source":{"id":"https://openalex.org/S85785479","display_name":"The Bottom Line Managing Library Finances","issn_l":"0888-045X","issn":["0888-045X","2054-1724"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-c","cwts-core","jufo-1","norway-1","poland-20","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"The Bottom Line","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":32,"referenced_works":["https://openalex.org/W1541983876","https://openalex.org/W1828370832","https://openalex.org/W1965574139","https://openalex.org/W1974619358","https://openalex.org/W1978223370","https://openalex.org/W1979907230","https://openalex.org/W1987311106","https://openalex.org/W1996392459","https://openalex.org/W2015846187","https://openalex.org/W2030483771","https://openalex.org/W2031675978","https://openalex.org/W2049159124","https://openalex.org/W2058391311","https://openalex.org/W2068367148","https://openalex.org/W2071863310","https://openalex.org/W2093505263","https://openalex.org/W2113136459","https://openalex.org/W2118010284","https://openalex.org/W2123048263","https://openalex.org/W2123454140","https://openalex.org/W2135526934","https://openalex.org/W2153068218","https://openalex.org/W2154384880","https://openalex.org/W2160500356","https://openalex.org/W2160605904","https://openalex.org/W2160673178","https://openalex.org/W2263682169","https://openalex.org/W2574572133","https://openalex.org/W2605887960","https://openalex.org/W3122132213","https://openalex.org/W4240915221","https://openalex.org/W4243667233"],"related_works":["https://openalex.org/W4401557754","https://openalex.org/W1985885193","https://openalex.org/W2243258405","https://openalex.org/W2300657894","https://openalex.org/W2341014110","https://openalex.org/W7096758995","https://openalex.org/W196773594","https://openalex.org/W7096432533","https://openalex.org/W4404919985","https://openalex.org/W1172982174"],"abstract_inverted_index":{"Purpose":[0],"The":[1,25,110,144],"purpose":[2],"of":[3,15,22,44,49,132,153,204,247,250,257,272],"this":[4,219],"paper":[5,79,220,254],"is":[6,116,128,255],"to":[7,12,40,65,242,264],"understand":[8,66,265],"the":[9,13,42,45,67,82,100,124,130,147,158,188,199,202,205,248,258,266,270],"scholarly":[10],"contributions":[11],"field":[14,203,249,271],"marketing":[16,26,32,206,225,231,273],"by":[17,136,170],"analyzing":[18],"top":[19,75,223,275],"ten":[20,224,276],"journals":[21,27,226,241],"marketing.":[23,251],"Design/methodology/approach":[24],"were":[28,52,63],"selected":[29],"using":[30],"SciMago":[31,230],"journal":[33,232],"list,":[34],"and":[35,61,71,105,138,177,210],"SCOPUS":[36],"database":[37],"was":[38,168],"used":[39,64,107,181],"identify":[41],"publications":[43,104],"journals.":[46,277],"A":[47],"total":[48],"9,190":[50],"articles":[51],"analyzed":[53],"having":[54],"562,322":[55],"citation":[56],"references.":[57],"Methodologies":[58],"like":[59],"Wordle":[60],"Gephi":[62],"most":[68,85,91,94,97,106,117,125,180],"researched":[69],"keywords":[70,182],"co-citation":[72],"analysis":[73,111,193],"among":[74],"five":[76],"researchers.":[77],"This":[78,192,253],"also":[80],"captured":[81],"information":[83],"on":[84],"cited":[86,126],"article":[87,127],"along":[88],"with":[89,102,141,160],"author,":[90,93,119],"published":[92,118],"publishing":[95,98,171],"country,":[96],"university,":[99],"year":[101],"maximum":[103],"keywords.":[108],"Findings":[109],"indicates":[112],"that":[113,120],"\u201cKumar,":[114],"V.\u201d":[115],"is,":[121],"68":[122],"publications,":[123,150],"\u201cOn":[129],"evaluation":[131],"structural":[133],"equation":[134],"models\u201d":[135],"Bagozzi":[137],"Yi":[139],"(1988)":[140],"6989":[142],"citations.":[143],"USA":[145],"contributed":[146],"highest":[148,165],"6,720":[149],"while":[151],"University":[152],"Pennsylvania,":[154],"Wharton":[155],"School":[156],"topped":[157],"list":[159],"235":[161],"articles.":[162,173],"In":[163],"2009,":[164],"publication":[166],"work":[167,268],"done":[169],"382":[172],"\u201cGame":[174],"theory\u201d,":[175],"\u201cPricing\u201d":[176],"\u201cAdvertising\u201d":[178],"are":[179],"which":[183],"have":[184],"been":[185],"discussed":[186],"in":[187,197,201,207,216,229,261,269],"literature.":[189],"Research":[190],"limitations/implications":[191],"will":[194],"help":[195],"researchers":[196,236],"understanding":[198],"growth":[200],"recent":[208,262],"years":[209],"possible":[211],"direction":[212],"it":[213],"could":[214],"take":[215],"future.":[217],"However,":[218],"considered":[221],"only":[222],"as":[227],"listed":[228],"list;":[233],"therefore,":[234],"future":[235],"may":[237],"incorporate":[238],"more":[239],"research":[240,267],"get":[243],"a":[244],"clearer":[245],"picture":[246],"Originality/value":[252],"one":[256],"first":[259],"attempts":[260],"time":[263],"considering":[274]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":4},{"year":2023,"cited_by_count":2},{"year":2022,"cited_by_count":5},{"year":2021,"cited_by_count":2},{"year":2020,"cited_by_count":7},{"year":2019,"cited_by_count":1}],"updated_date":"2026-10-14T16:39:01.820549","created_date":"2018-07-10T00:00:00"}
