Title: Investigating purchase intention and perception towards sales promotion: two decades of bibliometric analysis using the Web of Science database

Authors: Sushma Yadav; Kapil Malhotra

Addresses: Department of Commerce, Maharshi Dayanand University, Rohtak, India ' Department of Commerce, Maharshi Dayanand University, Rohtak, India

Abstract: In the midst of significant advancements in the field of sales promotion, this study aims to conduct an extensive bibliometric analysis, presenting an overview of research conducted over the past two decades. Utilising a dataset comprising 479 articles retrieved from the Web of Science (WoS) database as of 08-Feb-2024, this study spans the period from 2005 to 2024. The findings indicate a consistent expansion of research in sales promotion recently. Additionally, the study delves deeper into publication trends, identifying the most productive authors, institutions, countries, and journals through the use of VOSviewer. The primary focus of these studies has been in developed nations, including the USA, People's Republic of China, South Korea, and Australia. Furthermore, the keyword network analysis presented in the study suggests potential avenues for further research. Future studies are encouraged to explore distinct research themes by employing bibliometric coupling analysis. This paper contributes to the broader dissemination of trends in this evolving field through the application of bibliometric techniques.

Keywords: bibliometric analysis; perception; purchase intention; sales promotion; VOS viewer.

DOI: 10.1504/IJBBM.2025.149891

International Journal of Bibliometrics in Business and Management, 2025 Vol.4 No.2, pp.137 - 158

Received: 15 Dec 2024
Accepted: 07 Jun 2025
Published online: 17 Nov 2025 *

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