Open access · Peer reviewed · No APCs
Research ArticleJournal of Scientometric ResearchVol. 11 | Issue 3 | 2022 | pp. 436–446Open access
Word of Mouth Marketing: A Scientometric Analysis
- 1*,
- 2,
- 1
- 1 Department of Marketing, Universidad Católica Luis Amigó, Manizales, Caldas, COLOMBIA.
- 2 Department of Economics and Administration, Universidad de Caldas, Manizales, COLOMBIA.
Published in Journal of Scientometric Research
Correspondence: Sebastian Robledo
Department of Marketing, Universidad Católica Luis Amigó, Manizales, Caldas, COLOMBIA.
Email: sebastian.robledogi@amigo. edu.co
Copyright: © 2022 Manuscript Technomedia. This is an open access article.
- Published:
- Sep 1, 2022
- Received:
- Sep 19, 2022
- Accepted:
- Nov 10, 2022
How to cite
Robledo, S., Duque, P., & Aguirre, A. M. G. (2022). Word of Mouth Marketing: A Scientometric Analysis. Journal of Scientometric Research, 11(3), 436–446. https://doi.org/10.5530/jscires.11.3.47
Abstract
This paper examines the importance, evolution, and intellectual structure of the Word of Mouth Marketing (WOMM) field over the past years. Firstly, this study uses a citation analysis to investigate 528 WOMM papers. Secondly, an SAP algorithm mapped the evolution of the topic. Finally, a cluster analysis was implemented to identify the WOMM knowledge structure. This research in WOMM distinguishes between three important emerging subfields, such as relationship and social media marketing, as well as the WOMM theory. Marketers are currently using electronic Word of Mouth (eWOM) due to the explosive growth of social media sites.
Keywords
Subject
Article metadata
| Title | Word of Mouth Marketing: A Scientometric Analysis |
|---|---|
| Authors | Sebastian Robledo; Pedro Duque; Andrés Mauricio Grisales Aguirre |
| Affiliations | Department of Marketing, Universidad Católica Luis Amigó, Manizales, Caldas, COLOMBIA.; Department of Economics and Administration, Universidad de Caldas, Manizales, COLOMBIA. |
| Corresponding author | sebastian.robledogi@amigo. edu.co |
| Journal | Journal of Scientometric Research |
| Volume / Issue | Vol. 11, Issue 3 (2022) |
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