Jurnal Bisnis dan Manajemen
Vol 24, No 1 (2023): March 2023

VIRAL MARKETING: A BIBLIOMETRIC APPROACH TO EXPLORE RESEARCH NOVELTY

Nurafni Rubiyanti (Universitas Telkom, Bandung, Indonesia)
Mahendra Fakhri (Universitas Telkom, Bandung, Indonesia)
Aznul Fazrin bin Abu Sujak (Multimedia University, Cyberjaya, Malaysia)

Article Info

Publish Date
31 Mar 2023

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.

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Journal Info
Jurnal Bisnis dan Manajemen
Website

Abbrev

jbm

Publisher

Universitas Padjadjaran

Subject

Economics, Econometrics & Finance

Description

Jurnal Bisnis dan Manajemen (JBM), with ISSN 1412 - 3681 (printed) and ISSN 2442 - 4617 (Online), is published by LMFE Faculty of Economics and Business Universitas Padjadjaran. JBM is published twice a year (every March and September). ...