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All Journal Jurnal Bisnis dan Manajemen
Aznul Fazrin bin Abu Sujak
Multimedia University, Cyberjaya, Malaysia
Economics, Econometrics & Finance

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VIRAL MARKETING: A BIBLIOMETRIC APPROACH TO EXPLORE RESEARCH NOVELTY Nurafni Rubiyanti; Mahendra Fakhri; Aznul Fazrin bin Abu Sujak
Jurnal Bisnis Manajemen Vol 24, No 1 (2023): March 2023
Publisher : Fakultas Ekonomi dan Bisnis Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jbm.v24i1.2060

Abstract

In this article, we evaluate works on electronic viral marketing using bibliometric analysis and systematic review in this paper. Our data reveal that there has been a substantial increase in research publications during the previous two decades. Viral marketing, social media, and word-of-mouth are some of the hottest subjects in this field. We inferred many issue clusters from this research, including influence, attitude, social network, and electronic word-of-mouth. This article also explores the implications and potential future directions of the research.
Co-Authors Mahendra Fakhri Nurafni Rubiyanti