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The study aims to perform a bibliometric analysis of consumer behavior in marketing, mapping the academic landscape to identify trends and guide future research that enhances both scholarly and practical applications. The methodology involves a bibliometric review using the Scopus database and VOSviewer software to analyze 1436 publications, focusing on consumer behavior and marketing trends through citation and co-authorship patterns. The analysis reveals a steady increase in consumer behavior research from 2010 to 2024, peaking in 2023 due to heightened digital and e-commerce activities. The United States, India, and the UK are key contributors, emphasizing the need for a global understanding of consumer behavior to develop effective marketing strategies and suggesting the potential for increased international collaboration.

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Consumer Behavior Research Trends: A Bibliometric Study

  • 章节

  • 发表日期：

    2026年

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  • Malek Ahmad Alsoud,
  • A. Vasudevan,
  • Suleiman Ibrahim,
  • Khaleel Al-Daoud,
  • Hassan Ali Al-Ababneh,
  • J. Bamini,
  • Rajani Balakrishnan,
  • Sami Smadi,
  • Abdullah Ibrahim Mohammad

摘要

The study aims to perform a bibliometric analysis of consumer behavior in marketing, mapping the academic landscape to identify trends and guide future research that enhances both scholarly and practical applications. The methodology involves a bibliometric review using the Scopus database and VOSviewer software to analyze 1436 publications, focusing on consumer behavior and marketing trends through citation and co-authorship patterns. The analysis reveals a steady increase in consumer behavior research from 2010 to 2024, peaking in 2023 due to heightened digital and e-commerce activities. The United States, India, and the UK are key contributors, emphasizing the need for a global understanding of consumer behavior to develop effective marketing strategies and suggesting the potential for increased international collaboration.