Brand advocacy: a bibliometric analysis from 2007 to 2024

Purpose This study intends to give a complete bibliometric analysis of brand advocacy research, showing its intellectual and social structure, trends, and prospects. The analysis, which uses data from the Scopus database, combines performance analysis and science mapping tools. Design/methodology/approach The inclusion requirements were that the sources be peer-reviewed academic publications written in English and published between 2007 and May 14, 2024. The stringent screening method reduced our dataset from an initial 214 documents to 167 highly relevant publications. The VOSviewer was used to perform co-citation, co-occurrence, and bibliographic coupling. Findings The data show considerable growth in brand advocacy research, particularly after 2020, with a large rise in publications in 2023. Notable authors include Nour Adham Abdelrazek, S B Abdinagoro, and Allam Abu Farah. The major cluster concentrated on “brand advocacy” and related phrases such as “brand loyalty,” “online brand advocacy,” and “brand love,” suggesting that these were key themes. The study’s conclusions for managers include the necessity for strong digital engagement strategies, the integration of CSR activities, and an emphasis on emotional and relational components of customer behaviour to increase brand advocacy. Originality/value This extensive bibliometric research serves as a strong platform for developing theoretical frameworks and practical implementations in brand advocacy.