A Bibliometric Analysis of Knowledge Management Research in Marketing
TL;DR
A bibliometric analysis of studies related to knowledge management and marketing that are indexed in the Web of Science database covers the period 1999-2026 and allows for the identification of long-term publication trends and emerging research directions.
Abstract
This research aims to conduct a bibliometric analysis of studies related to knowledge management and marketing that are indexed in the Web of Science (WoS) database. The dataset created for this purpose consists of journal articles indexed in the Web of Science database. The research covers the period 1999-2026 and allows for the identification of long-term publication trends and emerging research directions. Bibliographic data, including authors and keywords, were extracted and analysed using R Biblioshiny software. 558 articles were evaluated in the study. The analysis focuses on word clouds and thematic clusters, as well as identifying the authors and sources with the greatest source influence. The findings are expected to reveal the most influential authors, journals, countries, and collaborations, as well as current themes, shaping knowledge management research in marketing. In this context, the research has yielded important managerial conclusions, such as knowledge management emerging as a strategic capability in marketing, increasing competitiveness, ensuring effectiveness in customer relationship management, and improving marketing performance through artificial intelligence and data analytics. Therefore, this study offers insights for researchers seeking to understand future research opportunities by visualizing the field's knowledge base and development trajectory, and revealing the evolution of marketing.