The entrepreneurial marketing (EM) literature has grown rapidly during the last decade, yet much is left undiscovered. This paper aims to conduct a bibliometric analysis and text mining of the EM domain to provide trends in previous EM research to address this issue. Future avenues for EM research are provided.
Using the Scopus database, a bibliometric analysis and text mining are conducted with EM articles published between 1976 and 2020.
The paper reports the most frequently published and cited authors and their co-author networks. Journals which contain these articles are included with country data, subject areas and use of author keywords related to the EM topic. Frequencies of keywords and newly-emerging keywords in every three-year period during the past 12 years are also examined. The findings suggest that future researchers should explore the subtopics of EM education, legitimation, entrepreneurial networking and social media/digital marketing within the EM domain.
Bibliometric analysis and text mining are relatively new methods with which to study the EM research domain, allowing for analysis of emerging trends over the past 12 years.
