Social marketing and consumer behavior: a bibliometric analysis

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.