Birds of a Feather Market Together: A Bibliometric Analysis of Homophily in Marketing

Homophily, the human tendency to connect on the basis of similarity, can explain various phenomena that affect personal networks, including purchasing decisions. A precise insight of the dynamics and diversification of research can provide insight into the position of the topic of homophily and explain how this behaviour occurs. This study presents a comprehensive bibliometric analysis of homophily by examining 468 articles published between 2000 and 2024 using the PRISMA approach. R programming and VOSviewer software were used to identify authors, articles, institutions and countries relevant to the topic. Co-citation analysis was also conducted to uncover current research topics and promising areas for future studies. In addition, the study performed clustering analysis based on co-citation data. The analysis identified five key themes illustrating how homophily drives user engagement, information diffusion, and behavioural alignment in digital contexts. Clusters on social interaction and marketing through homophily emerged as central to understanding trust formation, influencer effectiveness, and network-based opportunity structures.