A Decade of Celebrity Endorsements Studies: A Bibliometric Analysis to Support Future Studies
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Author: Richard Kwasi Bannor and Humphrey Nii Ayi Aryee
Author Address: Department of Agribusiness Management and Consumer Studies, University of Energy and Natural Resources, Sunyani (Ghana)
Keywords: Agribusiness, celebrity endorsement, developing countries, marketing, VOS viewer.
JEL Codes: M31, M37, L81, C88, 033, 035
Abstract
The
paper aimed to undertake an integrative analysis showcasing the leading
research of celebrity marketing over the last ten years whilst offering a
taxonomy of subtopics and a research outlook for the topic. A bibliometric
analysis of the data was done using maps through the VOSviewer software. The
data used for the analysis was searched between August and September 2021. The
paper shows that the country with the highest number of publications is the
USA, highlighting the most cited publications and journals published on the
topic over the last ten years. The findings, however, indicated a tremendous
gap in the utilisation of celebrity marketing in agribusiness, especially in
developing economies. The results of this study can serve as a facilitating
guide for researchers and managers who want to know more about the topic and
better delve into the area of agribusiness where little or no research exists
on the subject matter.
Description
Indian Journal of Economics and Development
Volume 18 No. 3, 2022, 689-699
DOI: https://doi.org/10.35716/IJED/21284
NAAS Score: 5.15 (2022)
Indexed in Clarivate Analytics (ESCI) of WoS
Indexed in Scopus (SJR: 0.18)
UGC Approved (UGC-Care List Group II)