Looking Back to Move Forward: A Scientometric Overview of the <i>Journal of Creative Communications</i> (2006–2025)

Our study provides a scientometric overview of the Journal of Creative Communications ( JOCC ) for the period January 2006 to April 2025. The evolution of major research topics and the influence of key contributors, including prominent journals, authors, institutions and countries, are examined. We identify landmark articles and patterns of intellectual connections, key research themes and collaboration patterns through co-citation network analysis, keyword co-occurrence mapping and examination of co-authorship networks. Furthermore, we examine the disciplinary influences and patterns of knowledge exchange across research fields. The findings reveal that JOCC makes notable contributions to fields such as general business, marketing, sociology and social sciences, information systems and computer science, demonstrating a substantial interdisciplinary impact. Over the past 5 years, keywords such as ‘artificial intelligence’, ‘brand love’, ‘social media’ and ‘digital media’ have attracted significant scholarly attention. Thematic analysis categorises research topics into basic, motor, niche and emerging themes. Among these, ‘artificial intelligence’ stands out as a well-developed and influential theme in shaping the future growth of JOCC’s research. We discuss the key findings and their implications for scientific stakeholders, followed by the study’s limitations and suggestions for future research.