Abstract

Purpose – The purpose of this paper is to understand the scholarly contributions to the field of marketing by analyzing top ten journals of marketing.

Design/methodology/approach – The marketing journals were selected using SciMago marketing journal list, and SCOPUS database was used to identify the publications of the journals. A total of 9,190 articles were analyzed having 562,322 citation references. Methodologies like Wordle and Gephi were used to understand the most researched keywords and co-citation analysis among top five researchers. This paper also captured the information on most cited article along with author, most published author, most publishing country, most publishing university, the year with maximum publications and most used keywords. Findings – The analysis indicates that “Kumar, V.” is most published author, that is, 68 publications, the most cited article is “On the evaluation of structural equation models” by Bagozzi and Yi (1988) with 6989 citations. The USA contributed the highest 6,720 publications, while University of Pennsylvania, Wharton School topped the list with 235 articles. In 2009, highest publication work was done by publishing 382 articles. “Game theory”, “Pricing” and “Advertising” are most used keywords which have been discussed in the literature.

Research limitations/implications – This analysis will help researchers in understanding the growth in the field of the marketing in recent years and possible direction it could take in future. However, this paper considered only top ten marketing journals as listed in SciMago marketing journal list; therefore, future researchers may incorporate more research journals to get a clearer picture of the field of marketing.

Originality/value – This paper is one of the first attempts in recent time to understand the research work in the field of marketing considering top ten journals.

Introduction

There are several journals in the field of marketing having a large quantum of literature. Many of them are respected worldwide for their highly enriching content. Scholars and practitioners all over the world refer these journals to get new and better insight in the field of marketing. These journals have continuously helped in the development of the field Understanding the trends of marketing The Bottom Line © Emerald Publishing Limited 0888-045X DOI 10.1108/BL-04-2018-0022 The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/0888-045X.htm Downloaded by New Mexico State University At 06:31 03 July 2018 (PT) contributing towards its body of knowledge. This paper is an attempt to analyze these journals and the contribution made into them. At what times the journals had got interesting articles? Who have been the important contributors towards these journals?