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Academic Journal of Business & Management, 2022, 4(8); doi: 10.25236/AJBM.2022.040819.

Spanning 36 years, the evolution and trend of word-of-mouth marketing research – based on bibliometrix analysis


Zhencheng Huang, Chen Zhe

Corresponding Author:
Chen Zhe

Zhanjiang University of Science and Technology, Zhanjiang 524094, China


Word of mouth is an important influencing factor of customers' purchase decision-making behavior, and also a key basis for product promotion and improvement in business activities. Word of mouth marketing is a new tool of marketing, which has a special communication mechanism and characteristics, and is the main focus of business activity research. Based on the retrieval data of web of science, this study uses bibliometrix software to conduct network econometric analysis on 259 literatures on word-of-mouth marketing in the past 36 years. The research on word-of-mouth marketing is divided into three stages, focusing on the evolution of research topics and future development trends.


word of mouth, word of mouth marketing, network measurement, bibliometrix

Cite This Paper

Zhencheng Huang, Chen Zhe. Spanning 36 years, the evolution and trend of word-of-mouth marketing research – based on bibliometrix analysis. Academic Journal of Business & Management (2022) Vol. 4, Issue 8: 127-134. https://doi.org/10.25236/AJBM.2022.040819.


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