Mapping the Landscape of Masstige Marketing: Insights from Bibliometric Analysis

A recent development in marketing that significantly affects customers is masstige marketing. Many scholars' attention has recently been drawn to this development. It is evident from recent research that bibliometric evaluations of "masstige marketing" and associated keywords are conspicuously lacking. In response, the current study aims at a bibliometric analysis to aid scholars in pinpointing emerging research areas and accessing essential information regarding influential researchers and their affiliations. A comprehensive bibliometric study of 104 articles from December 2005 to March 2024,sourced from the Scopus database, was conducted through VOSviewer and Biblioshiny. The study conducted performance, and science mapping analysis on the data gathered. The results disclose the annual production of scientific works, author’s productivity, highly cited papers, highly cited countries, significant institutions, and keyword analysis. Additionally, the study identified the significant literature and examined prevalent thematic clusters through bibliographic coupling. The study provides an extensive plan for research to be followed by prospective researchers in the future. Researchers can recognise and comprehend the frequency and the trend of the usage of the author's keywords used over time in this subject, as well as familiarise themselves with the terminology used and publications that focus on these kinds of studies. Keywords: Mass Prestige, Affordable Luxury, Mass Luxury, VOSviewer, and Biblioshiny