Brand communities as a new marketing trend in view of bibliometric analysis
Brand communities as a new marketing trend in view of bibliometric analysis

Summary/Abstract: The purpose of this study was to analyse the importance of brand communities in marketing using bibliometric analysis. A complex search of the Scopus database was conducted on 30 September 2024, using the status as of 31 December 2023. In the bibliometric analysis, science mapping and performance indicators were applied. A total of 1,832 studies were published (47.6 studies per year) with the total number of citations of 56,017 (2,074.7 citations per year). Most of the publications were classified in "business, management and accounting". In the keyword analysis, 3,990 items were pointed. The most frequent keyword was "brand community", followed by "social media" and "social networks". Using the keyword co-occurrence map, 10 clusters were identified. The largest cluster relates to branding and co-branding in online brand communities in the context of consumer engagement and marketing strategies. Further clusters include brand-community and consumer-community relationships; user behaviour and content generation; economic, social, and psychological determinants of consumer and community behaviour as well as brand management in virtual communities.

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