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A study on knowledge structure and cognitive mapping of marketing using social network analysis

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한국마케팅과학회 (Korean Scholars of Marketing Science)|2014.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제24권 제1호|pp. 39-64|DOI http://dx.doi.org/10.1080/21639159.2013.852909

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키워드

centralitysocial network analysisactor-network theoryco-word analysisknowledge structureMarketing research行动者网络理论marketing research topicscohesive subgroup市场营销研究市场营销研究课题专业知识结构共词分析社交网络分析相互关联分组中心性
주제분류경영학

초록

This research has been undertaken to identify the knowledge structure of the marketingfield from 1991 to 2010. For this, 282 keywords extracted from 11,548 papers ininternational journals related to the marketing field were analyzed with co-wordanalysis and social network analysis. To investigate the knowledge structure, the following steps were carried out. Thefirst step was to identify the frequency of keywords over a 20-year period (1991 – 2010). Keywords that consistently represented the marketing field were identified as trust,pricing, consumer behavior, advertising, retailing, market orientation, and customersatisfaction. Keywords from 2000 onward were categorized to represent establishedresearch areas. New research topics such as internet, e-commerce, relationshipmarketing, customer relationship management, b2b, sales management, and corporatesocial responsibility emerged. The second step investigated sub-research areas in marketing using co-word matrix. As a result, eight cohesive subgroups were identified through community analysis. Each of the groups consisted of keywords related to the group name – Group 1:service performance and recovery, Group 2: brand management, Group 3: marketingmodeling and choice model, Group 4: new product diffusion and forecasting, Group5: distribution channels and pricing, Group 6: customer relationship management andinternet marketing, Group 7: channel management, and Group 8: strategicorientation. The third step provided a cognitive map to reflect research development trends ineach subgroup research area. Following that map, Groups 3, 4, and 5 were connectedto other research areas. Group 6 and 7 were unconstructed areas for which furtherresearch is required. In the last step, social network analysis was performed to identify the corekeywords using centrality analysis. Keywords with a high degree of centrality – i.e.,highly correlated betweenness centrality – over the entire 20-year period weremarketing strategy, consumer behavior, and trust. Through identifying the trends in the marketing field and confirmed sub-studyareas, and revealing core keywords, the results of this study provide valuable insightsinto understanding the knowledge structure of the marketing field. In addition, thisstudy suggests further research directions for marketing researchers.

Abstract

This research has been undertaken to identify the knowledge structure of the marketingfield from 1991 to 2010. For this, 282 keywords extracted from 11,548 papers ininternational journals related to the marketing field were analyzed with co-wordanalysis and social network analysis. To investigate the knowledge structure, the following steps were carried out. Thefirst step was to identify the frequency of keywords over a 20-year period (1991 – 2010). Keywords that consistently represented the marketing field were identified as trust,pricing, consumer behavior, advertising, retailing, market orientation, and customersatisfaction. Keywords from 2000 onward were categorized to represent establishedresearch areas. New research topics such as internet, e-commerce, relationshipmarketing, customer relationship management, b2b, sales management, and corporatesocial responsibility emerged. The second step investigated sub-research areas in marketing using co-word matrix. As a result, eight cohesive subgroups were identified through community analysis. Each of the groups consisted of keywords related to the group name – Group 1:service performance and recovery, Group 2: brand management, Group 3: marketingmodeling and choice model, Group 4: new product diffusion and forecasting, Group5: distribution channels and pricing, Group 6: customer relationship management andinternet marketing, Group 7: channel management, and Group 8: strategicorientation. The third step provided a cognitive map to reflect research development trends ineach subgroup research area. Following that map, Groups 3, 4, and 5 were connectedto other research areas. Group 6 and 7 were unconstructed areas for which furtherresearch is required. In the last step, social network analysis was performed to identify the corekeywords using centrality analysis. Keywords with a high degree of centrality – i.e.,highly correlated betweenness centrality – over the entire 20-year period weremarketing strategy, consumer behavior, and trust. Through identifying the trends in the marketing field and confirmed sub-studyareas, and revealing core keywords, the results of this study provide valuable insightsinto understanding the knowledge structure of the marketing field. In addition, thisstudy suggests further research directions for marketing researchers.

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