A Critical Review of Content Marketing: A Bibliometric Analysis

Abstract

Purpose – The objective of this research is to conduct an empirical analysis of studies on content marketing featured within the two prominent databases, Scopus and Web of Science.

Design/methodology/approach – The approach adopted in this study was a bibliometric analysis utilizing the R programming language (specifically the Bibliometric R package). The analysis included 157 articles, selected after eliminating duplicates, spanning from 2008 to 2023.

Findings – The findings indicate that while the quantity of publications and citations remain modest, there is a noticeable upward trend. The Journal of Research in Interactive Marketing emerged as the leading publication in terms of the number of articles, and citations, as well as H- index and G-index scores, demonstrating its significant influence in this field. The majority of cited works and publications originated from the United States.

Research limitations/implications – This investigation was limited to only two databases, excluding potential studies available in other databases, which may influence the outcomes of this analysis.

Practical implications – The insights from this study provide value to marketers and academics alike, highlighting areas lacking in research and pointing towards opportunities for future inquiries in content marketing. Additionally, this study sheds light on publishing patterns within this area of study.

Originality/value – This study introduces a bibliometric approach to critically evaluate the body of literature on content marketing. It enriches the existing body of knowledge and offers guidance for researchers embarking on subsequent investigations.