EMOTIONS IN MARKETING: BIBLIOMETRIC ANALYSIS WITH VOSVIEWER

Abstract

This bibliometric study aims to analyze the academic literature dedicated to emotions in marketing research. The comprehensive methodology encompasses rigorous selection criteria, covering 1454 publications from 1990 to 2023. The analysis reveals a substantial growth in interest in emotions in marketing, emphasizing the escalating importance of this subject in understanding consumer behavior. The results indicate a noteworthy upswing in the number of publications since 2008, particularly at the international level. Furthermore, the in-depth discussion of key research areas, such as the impact of emotions on purchasing decisions and emotional brand management, provides concrete perspectives for future investigations. Examining the temporal evolution, this study identifies the United States as predominant in the research landscape, representing nearly a third of the publications. Emerging trends, such as emotion-based advertising personalization and real-time exploration of reactions on social networks, are highlighted. In conclusion, this bibliometric analysis offers an in-depth view of the evolution of research on emotions in marketing. While providing key insights, it emphasizes the importance of considering methodological limitations and encourages future research to deepen our understanding of this dynamic field.