Article · Volume 11, Issue 3 · pp. 436–446

Word of Mouth Marketing: A Scientometric Analysis

Sebastian Robledo¹, Pedro Duque², Andrés Mauricio Grisales Aguirre¹

¹Department of Marketing, Universidad Católica Luis Amigó, Manizales, Caldas, COLOMBIA.
²Department of Economics and Administration, Universidad de Caldas, Manizales, COLOMBIA.

Abstract

This paper examines the importance, evolution, and intellectual structure of the Word of Mouth Marketing (WOMM) field over the past years. Firstly, this study uses a citation analysis to investigate 528 WOMM papers. Secondly, an SAP algorithm mapped the evolution of the topic. Finally, a cluster analysis was implemented to identify the WOMM knowledge structure. This research in WOMM distinguishes between three important emerging subfields, such as relationship and social media marketing, as well as the WOMM theory. Marketers are currently using electronic Word of Mouth (eWOM) due to the explosive growth of social media sites.

Keywords: Word of Mouth Marketing; Citation analysis; Intellectual structure; Relationship marketing

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