Bibliographic coupling and emerging themes
| Cluster Color | Key papers | Emerging themes |
|---|---|---|
| Red | Stokburger-sauer et al. (2012), Bhati and Verma (2020) | Consumer behaviour and brand management, including brand attachment and psychological elements of consumer behaviour |
| Green | Vanmeter et al. (2018), Harrigan et al. (2021), Rabbanee et al. (2020) | Digital marketing and the impact of social media on customer behaviour, with advancements in social media marketing tactics and digital platforms |
| Blue | Bilro et al. (2019a, b), Kumar & Kaushik (2020) | Service marketing and customer experience management, focusing on customer journeys and the role of technology in service delivery |
| Yellow | Weitzl & Hutzinger (2017), Palusuk et al. (2019) | Corporate communication and reputation management, emphasising CSR programs' influence on business reputation and customer trust |
| Cluster Color | Key papers | Emerging themes |
|---|---|---|
| Red | Consumer behaviour and brand management, including brand attachment and psychological elements of consumer behaviour | |
| Green | Digital marketing and the impact of social media on customer behaviour, with advancements in social media marketing tactics and digital platforms | |
| Blue | Service marketing and customer experience management, focusing on customer journeys and the role of technology in service delivery | |
| Yellow | Corporate communication and reputation management, emphasising CSR programs' influence on business reputation and customer trust |
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