Analisis Strategi Viral Marketing melalui Bibliometric Analysis
DOI:
https://doi.org/10.47747/snfmi.v2i1.2338Abstract
This bibliometric study aims to map and visualize critical topics and emerging trends in viral marketing research. Analyzing 445 articles from the ScienceDirect database (2010-2024) with VOSviewer, the article identifies key clusters such as social media, social networks, mobile marketing, and e-commerce. New research themes include personalization in viral marketing, fake reviews, influencer marketing, pass-on behavior, electronic word of mouth (eWOM), data analytics and big data, and content sharing and content diffusion mechanisms. The study offers a detailed overview of the established research field and identifies under-explored areas such as crowdsourcing and stigmergy, highlighting the potential for future research. The analysis provides comprehensive insights to support scholars and marketers in refining viral marketing strategies and advancing theoretical and practical applications in the field.
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