literature review of network marketing

Artificial Intelligence, Internet of Things, and Society 5.0 pp 299–309 Cite as

Bibliometric Analysis of Network Marketing for Business Sustainability Using Co-citation Method

• D. Ravindran   ORCID: orcid.org/0000-0003-1672-9552 4 &
• Stephen Deepak   ORCID: orcid.org/0000-0002-2197-802X 4  
• First Online: 09 November 2023

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Part of the book series: Studies in Computational Intelligence ((SCI,volume 1113))

Organizations are becoming increasingly concerned about the growing influence of electronic marketing (eM) for having sustainable business operations, which is on the rise. There have been countless instances throughout the last few decades where eM’s importance has been demonstrated. A thorough understanding of network marketing theory and practices for use is essential for all stakeholders including academicians as well as industry practitioners, to navigate this space and sustaining business in current global socio-economic and technological disruptions. A systematic bibliometric analysis can help to overcome the problem by offering a comprehensive perspective of the publication trend and its trajectory in terms of themes, citations and publication metrics. This research examines the emergence and impact of network marketing across multiple disciplines. In this bibliometrics study, co-citation analysis was done using VOS viewer software, with the research publications from 2006 to 2022 years being studied across 11 countries. It was inferred that five major clusters using the keywords like tools and models for performance evaluations in business, consumer behaviour patterns, competition, e-commerce, relationship marketing, social networking, direct selling and interactive marketing have received noticeable attention in network marketing during the study period.

• Bibliometric analysis
• Citation analysis
• Co-occurrence network
• Mapping terms
• Network Marketing
• Sustainability

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School of Management, Kristu Jayanti College (Autonomous), Bengaluru, Karnataka, India

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American University in the Emirates, Dubai, United Arab Emirates

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Integrated Development Academy for Training and Consultations, Amman, Jordan

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Ravindran, D., Deepak, S. (2023). Bibliometric Analysis of Network Marketing for Business Sustainability Using Co-citation Method. In: Hannoon, A., Mahmood, A. (eds) Artificial Intelligence, Internet of Things, and Society 5.0. Studies in Computational Intelligence, vol 1113. Springer, Cham. https://doi.org/10.1007/978-3-031-43300-9_25

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DOI : https://doi.org/10.1007/978-3-031-43300-9_25

Published : 09 November 2023

Publisher Name : Springer, Cham

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Online ISBN : 978-3-031-43300-9

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