Title: Status of research on agro-based products - a bibliometric analysis

Authors: Binod Kumar Singh; Mandira Bisht

Addresses: School of Business, University of Petroleum and Energy Studies, Kandoli Campus, Dehradun, India ' Allcargo Gati, New Delhi, India

Abstract: The agricultural sector is a significant contributor to the Indian economy, and its growth and sustainability depend on effective marketing and advertising strategies. This study aims to investigate the current status of research for agro-based and agricultural products. In this paper, the methodology used a bibliometric analysis using a VOSviewer. The Scopus database is used to study the current research status for agro-based products. The study identified four themes related to agro-based products: advertising, agriculture worker, marketing, and human and agricultural development. The study reveals that the use of social media in agricultural product advertising, the effectiveness of different advertising channels and the role of branding in promoting agricultural products were prominent research areas related to agro-based products. The study also highlights the importance of utilising social media as an advertising channel for agricultural products in India. The research findings suggest a need to develop effective advertising strategies and policies for agricultural products that support the growth and sustainability of India's agricultural sector.

Keywords: agro-based product; advertisement; agricultural development; bibliometric analysis; map chart.

DOI: 10.1504/IJBPM.2026.156111

International Journal of Business Performance Management, 2026 Vol.27 No.5, pp.638 - 660

Received: 20 Jun 2023
Accepted: 28 Feb 2024
Published online: 04 Sep 2026 *

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