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Social marketing and consumer behavior: a bibliometric analysis

Author

Listed:
  • Suraj Kushe Shekhar

    (Vellore Institute of Technology)

  • Pulidindi Venugopal

    (Vellore Institute of Technology)

Abstract

This research offers insights to both researchers and policymakers to address major societal issues through the lens of social marketing and consumer behavior research from the Web of Science relevant empirical evidence that may aid in planning interventions in the future. The publication, leveraging bibliometric analysis using R-Biblioshiny, examines research design parameters, techniques to gather data, means of analysis, visualization, and interpretation frameworks. Using Bradford and Lotka’s laws as well as intellectual, social, and conceptual structure analyses, the study illustrates the significance of the previous literature in sharing impactful research. Results suggest that social marketing and consumer behavior research, which was originally developed in the USA, has gained traction internationally through increasing levels of collaboration and citation activity. Features covering wellness, ecology, accident prevention, and community development show how the industry has the potential to address some important issues for society. This study identifies leading authors, publications, and gaps in the literature providing a roadmap for academics and practitioners alike on the direction of future research and policies, thus enhancing the understanding and use of social marketing and consumer behavior.

Suggested Citation

  • Suraj Kushe Shekhar & Pulidindi Venugopal, 2025. "Social marketing and consumer behavior: a bibliometric analysis," Future Business Journal, Springer, vol. 11(1), pages 1-22, December.
    • Handle: RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00500-2
    DOI: 10.1186/s43093-025-00500-2
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    References listed on IDEAS

    as
    1. Cornelissen, Gert & Pandelaere, Mario & Warlop, Luk & Dewitte, Siegfried, 2008. "Positive cueing: Promoting sustainable consumer behavior by cueing common environmental behaviors as environmental," International Journal of Research in Marketing, Elsevier, vol. 25(1), pages 46-55.
    2. Ashford C. Chea, 2024. "Green Marketing and Consumer Behavior: An Analytical Literature Review and Marketing Implications," Business and Economic Research, Macrothink Institute, vol. 14(2), pages 78-92, December.
    3. Peattie, Ken & Peattie, Sue, 2009. "Social marketing: A pathway to consumption reduction?," Journal of Business Research, Elsevier, vol. 62(2), pages 260-268, February.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social marketing; Consumer behavior; Keyword plus; Bibliometric; Consumer;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L31 - Industrial Organization - - Nonprofit Organizations and Public Enterprise - - - Nonprofit Institutions; NGOs; Social Entrepreneurship

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