Trends in the Evaluation of Masstige Marketing: A Bibliometric Analysis Using R

The present study seeks to identify the current research trends and streamline future research opportunities in masstige marketing by conducting a bibliometric analysis of available literature from Scopus and the Web of science databases between 2001 and 2022. The study analyses 111 articles from the database of Scopus and the Web of Science published between 2001 and 2022, using bibliometric analysis, performance and science mapping analysis. The study used biblioshiny as a tool to conduct the bibliometric analysis of the extracted data. The research findings revealed that the publication of articles has increased between 2001 and 2022. A total of 93.3% of authors contributed one article, 5.5% of authors contributed two articles, 0.8 % of authors contributed three articles, and only 0.4 % of authors contributed seven articles. Countries like the USA, UK, India, Portugal, France and China have found to be the maximum contributors towards masstige. Further, the Bradford’s law applied in the study has revealed the basic sources of studies on masstige.