The Trends of Marketing Literature during the COVID-19 Pandemic: A Review with Bibliometric Analysis
Abstract
The purpose of this study is to determine the studies in the marketing literature during the period of the COVID-19 pandemic and to establish a theoretical background for future studies in the marketing literature. A total of 280 studies in 76 Web of Science (WoS) and 204 Scopus databases, covering the COVID-19 pandemic period between January and July 2020, were conducted with "2019-nCoV", "COVID-19" and "Coronavirus Disease 2019" as found using keywords such as “marketing” and “consumer behaviour” and as analysed via a bibliometric analysis method using the quantitative research method and the VOSviewer 1.6.15 software program. It was found that in the co-authorship analysis, the USA and China are the countries with the largest contributions to the literature, and in the co-authorship cluster analysis, nine countries including Belgium and Cameroon are in the first cluster, most cited authors, co-citation analysis was basically divided into four groups, where their main theme was “marketing communication, hedonic motivation, telemedicine, tourism, panic buying, advertising, consumer demand, consumer behaviour, consumer contracts, crisis management, food prices, sustainability” in the analysis of joint assets.
Keywords
Marketing , Consumer Behaviours , Bibliometric Analysis , COVID-19
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