Mapping the research patterns on fuzzy decision-making trial and evaluation laboratory technique in marketing: A bibliometric analysis

Numerous research studies have employed the fuzzy DEMATEL method in marketing. This study therefore seeks to emphasize the knowledge structure and important contributors (authors, institutions, nations, journals) of this domain. A total of 205 articles from the Scopus database, published between 2008 and 2023, were analyzed using Biblioshiny and VOSviewer. This resulted in 562 authors from 88 different countries. India is the country with the highest productivity in research publications. Islamic Azad University has been named the most productive institution. Dincer H is the most prolific author. The journal with the highest productivity is the Journal of Cleaner Production. In addition, fuzzy DEMATEL, dematel, and sustainability are the top three most frequently used terms. Future trends in this sector are predicted by emerging themes: analytic network process, average vector length, and balanced scorecard. This study contributes to the literature by offering a comprehensive overview of how fuzzy DEMATEL has been applied in marketing and guiding researchers and practitioners in identifying key areas of interest.