Mapping Authentic Marketing Research Trends through Bibliometric Analysis (2013-2023)

Abstract

Authentic marketing is a widely debated subject in several industries, including gastronomy, tourism, and culture. This study utilizes bibliometric analysis to identify the current state of the art in authentic marketing themes across multiple scientific disciplines. Bibliometric research analyzes the progress of research on authentic marketing from 2013 to 2023 by examining data from the past 10 years. Bibliometric analysis is to identify and analyze research trends across time, with the goal of generating new research ideas for future studies. Bibliometric research analyzes the progress of research on authentic marketing from 2013 to 2023 by examining data from the past 10 years. Based on bibliometric study, it is evident that the United States has a predominant presence in publications about legitimate marketing. In addition, the most commonly published type of article is the article, and the Journal of Business Research has the highest scientific influence in terms of publication sources, as it has the largest number of citations. Bibliometric analysis aims to identify and map the evolving trends in authentic marketing research, such as perception, sustainability, brand authenticity, social media, influencer marketing, purchase intention, and online social networking. This analysis can provide valuable insights and research ideas for future studies.