This study examines the use of bibliometric reviews in marketing literature by conducting a methodical review of 140 papers from the top 47 journals. We analyze bibliometric review methods, focusing on sample size selection, database comprehensiveness, methodological complementariness, theoretical contributions, and practical consequences. Our findings indicate a growing use of bibliometric tools in marketing research. However, worries remain about the rigor and potential impact of bibliometric analysis. We identify avenues for development, including improving sample size and replicability, expanding database coverage, using theory-driven frameworks, and establishing implications for practice. Our guidelines help marketing academics handle bibliometric research successfully and contribute to the growth of marketing studies. Marketing researchers can use bibliometric analysis to gain insights, discover gaps in research, and enhance theory by following recognized rules and reco...
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