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From Local Buzz to Global Trends: A Bibliometric Analysis on the Evolution of Viral Marketing Strategies

Author

Listed:
  • Nani Ilyana Shafie
  • Nurul Hayani Abd Rahman
  • Rabitah Harun
  • Nurul Fazila Abd Rahman

Abstract

The growth of articles is reflected in the increasing interdisciplinary research and publications on viral marketing. Scholars from fields as diverse as computer science, business, management and accounting, mathematics, and engineering have contributed to more than 150 publications. This article aims to understand the growth of viral marketing by using bibliometric analysis. With the limitation set only for the final stage and English used, 784 articles were published in the Scopus database from 1999 to 2025. The analysis of document and source types, subject area, keyword analysis, and other bibliometric indicators was explained. In addition, the Publish or Perish software was used to analyze citation metrics and highly cited articles. The proliferation of social media and digital platforms has reshaped the landscape of modern marketing, placing viral marketing at the core of many strategic efforts. The future studies on viral marketing broaden their scope beyond the current sources by including comprehensive analyses of additional article databases like Web of Science (WoS) and Google Scholar, and studies can capture a wide array of research trends and insights, potentially revealing subtle patterns and interdisciplinary connections that could be overlooked. Furthermore, the researcher can explore how viral marketing exploits the rapid and organic dissemination of engaging content across digital networks to enhance brand visibility and amplify message reach through exponential growth.

Suggested Citation

  • Nani Ilyana Shafie & Nurul Hayani Abd Rahman & Rabitah Harun & Nurul Fazila Abd Rahman, 2025. "From Local Buzz to Global Trends: A Bibliometric Analysis on the Evolution of Viral Marketing Strategies," Information Management and Business Review, AMH International, vol. 17(2), pages 266-278.
    • Handle: RePEc:rnd:arimbr:v:17:y:2025:i:2:p:266-278
    DOI: 10.22610/imbr.v17i2(I)S.4574
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    References listed on IDEAS

    as
    1. Yujue Wang & Neesa Ameera Mohamed Salim & Shafilla Subri & Xia Zhang, 2024. "Analysis of Viral Advertising Research Hotspots and Trends Based on Bibliometric Methods," Studies in Media and Communication, Redfame publishing, vol. 12(1), pages 206-222, March.
    2. Philippe Mongeon & Adèle Paul-Hus, 2016. "The journal coverage of Web of Science and Scopus: a comparative analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 106(1), pages 213-228, January.
    3. Dobele, Angela & Toleman, David & Beverland, Michael, 2005. "Controlled infection! Spreading the brand message through viral marketing," Business Horizons, Elsevier, vol. 48(2), pages 143-149.
    4. De Bruyn, Arnaud & Lilien, Gary L., 2008. "A multi-stage model of word-of-mouth influence through viral marketing," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 151-163.
    5. Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan, 2004. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 333-348, December.
    6. Sinan Aral & Dylan Walker, 2011. "Creating Social Contagion Through Viral Product Design: A Randomized Trial of Peer Influence in Networks," Management Science, INFORMS, vol. 57(9), pages 1623-1639, February.
    7. Kaplan, Andreas M. & Haenlein, Michael, 2011. "Two hearts in three-quarter time: How to waltz the social media/viral marketing dance," Business Horizons, Elsevier, vol. 54(3), pages 253-263, May.
    8. Dobele, Angela & Lindgreen, Adam & Beverland, Michael & Vanhamme, Joelle & van Wijk, Robert, 2007. "Why pass on viral messages? Because they connect emotionally," Business Horizons, Elsevier, vol. 50(4), pages 291-304.
    9. Donthu, Naveen & Kumar, Satish & Pandey, Neeraj & Pandey, Nitesh & Mishra, Akanksha, 2021. "Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis," Journal of Business Research, Elsevier, vol. 135(C), pages 758-773.
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