Title: Examining the dynamics of research on sales promotion (2015-2024): a comprehensive bibliometric study using WOS and Scopus databases

Authors: Sushma Yadav; Kapil Malhotra

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

Abstract: The study's objective was to demonstrate the current status of scientific research on sales promotion by merging the platforms of scientific information systems WOS and Scopus databases used to find publications between 2015 and 2024, and 568 research records were retrieved by using a keyword search strategy 'sales promotion*' and added to an excel datasheet for additional analysis. These records served as the basis for the study's bibliometric and descriptive analysis, which identified key themes in the discipline. The nations, organisations, and authors who are most productive as well as publishing structures based on annual publications are analysed and discovering emerging areas within the field. The software application R-studio and VOSviewer 1.6.18 is used to analyse various units. The findings of the present research are beneficial to retailers and marketers because they supplement current understanding of sales promotion and provide an overview for those who are interested in the topic and conduct a comprehensive study.

Keywords: sales promotion; bibliometric analysis; VOS viewer; R studio.

DOI: 10.1504/IJBCG.2024.142854

International Journal of Business Competition and Growth, 2024 Vol.9 No.2, pp.165 - 185

Received: 04 Feb 2024
Accepted: 17 Jul 2024
Published online: 28 Nov 2024 *

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