.... Originality/value This paper provides the first detailed bibliometric analysis of GM literature over two decades. This paper uses sophisticated analytical techniques to map the field, pointing out trends and contributions, and proposes an integrated conceptual framework. Besides enriching existing...

... viability and future research directions. Design/methodology/approach This study adopted a thematic and bibliometric analysis of papers related to the AI revolution and customer service. A total of 804 documents published from 2000 to 2024 were included from the SCOPUS database for the study following...

... a comprehensive understanding of the construct’s academic and practical contributions over the years, identify key topics and propose a research agenda for the field. Design/methodology/approach Adopting a bibliometric analysis, the authors conduct a detailed examination of the literature on brand experience...

... influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis. Findings The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming...

.... The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Hasan Evrim Arici can be contacted at: hasanevrimarici@yahoo.com Service research Bibliometric analysis Citation analysis Co-citation analysis Intellectual structure Future agenda...

... and the origin of the studies. Design/methodology/approach A systematic literature review (SLR) was performed within the Scopus database to select and summarize the studies that deal with brand orientation. Finally, 90 articles were subjected to bibliometric analysis. Findings Five major research areas were...