Analysis of the literature on political marketing using a bibliometric approach

The current study presents a quantitative investigation of the literature on political marketing using a bibliometric approach. This study has analyzed 214 documents collected from the Web of Science database for the period between 1996 and 2018 using VOSviewer software and bibliometrix R package. Based on the insights gained from the analysis, the authors discuss the structural characteristics of various scientific agents involved in the publication process. The results of this study indicate that the literature on political marketing is highly fragmented and is still in its nascent stages. It further stresses the need to improve collaboration among researchers and promote this discipline within the research community.

branding, bibliometric approach, political marketing, literature, Social media