Bibliometric Mapping of Consumer Behavior Research Using VOSviewer: Trends, Influencers, and Key Themes

Purpose: This study aims to provide a comprehensive overview of consumer behavior research, which refers to the broad study of the way individuals or groups behave to satisfy a particular need. This study identifies key trends, influential contributors, and collaboration networks. It highlights significant growth, interdisciplinary themes, and the importance of international collaborations in advancing the field. Objective: It aims to highlight and visualize the major trends, leading contributors and distinct thematic aspects using of Vosviewer software to find out the implicit gap leading to further required exploration. Research Methodology: A total of 774 papers were retrieved from the Scopus database, published between 2015 and 2024. The analysis was conducted using the VOSviewer software used as a visualization tool to create bibliometric maps and networks. Findings: This bibliometric review research offers an in-depth analysis of the consumer behaviour research arena. Making use of sophisticated bibliometric methods, the research focuses on the most prominent works, authors, organizations, and countries that are engaged in a particular discipline. Key variations and patterns have been identified in the analysis, which include frequently used phrases and collaboration networks. Implications: With every aspect considered, this bibliometric assessment reveals illuminating insights into the growth and current state of consumer behaviour research studies, and it also provides an authoritative basis for potential areas of study and policy ramifications. Keywords: Bibliometric Analysis, Consumer behaviour, Network Mapping, Visualization Mapping.