Mapping the impact of sales promotions on consumer perception and behaviour: a bibliometric analysis

This review conducts a comprehensive bibliometric analysis to evaluate the impact of sales promotions on consumer perception and behaviour, offering a guide for future research. 321 papers from renowned journals that are indexed in the Scopus database were found through a search. The dataset, spanning from 1980 to 2024, was analysed and visualised using RStudio, Bibliometrix, and VOSviewer software. The findings offer insights into annual publication trends, leading authors, sources, institutions, countries, and research outputs. The results challenge Bradford's Law and Lotka's Law. Additionally, bibliographic coupling analysis provides a conceptual framework for research and highlights potential avenues for further investigation. In conclusion, this study deepens the understanding of consumer behaviour, particularly in response to promotional offers.