The structure and evolution of ‘Young Consumers and Marketing’ literature: An author citation/ co-citation analysis

Kumar, Prashant (2016) The structure and evolution of ‘Young Consumers and Marketing’ literature: An author citation/ co-citation analysis. T A Pai Management Institute, Manipal.

TWP131_1613_Prashantkumar_structure and evolution of Young Consumers and Marketing.pdf

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Purpose: This article investigates the intellectual structure of the ‘young consumers and marketing’ field through citation and co-citation analysis. Design/ methodology/ approach: Using appropriate keywords, relevant articles published in leading marketing journals during the period 1991-2010 were identified. Then, a ranking of all the authors of each article was prepared for their weighted citation counts. As a next step, cocitation frequencies were collected for authors with 70 or more weighted citation count for period 1991-2010 and two time-periods of ten years each: 1991-2000 and 2001-2010. Cocitation matrices were used as inputs for bibliometric analysis (specifically, factor analysis, multi-dimensional scaling and Pathfinder analysis). Findings: Factor analysis delineated subfields and their evolution, multidimensional scaling graphically represented spatial distances between intellectual themes in two-dimensional space, and Pathfinder analysis identified boundary spanning and brokerage authors in the research field. Research limitations/ implications: An ‘aerial’ view presented by the study intends to help future researchers to be introduced to the research field, to locate their research proposals within the field, and to source and compile their reading list for their research proposals. Originality/ value: It applies bibliometric methods to conduct literature review on the research field and takes stock of evolutionary trajectory of the research field over two decades.

Item Type: TAPMI Working Papers
Uncontrolled Keywords: Young consumers; Marketing; Bibliometrics; Author co-citation analysis; Pathfinder analysis; Multi-dimensional scaling
Subjects: Marketing
Marketing > Consumer Behavior
Divisions: Marketing Management
Depositing User: Ms. Vanitha K
Date Deposited: 27 Sep 2018 06:29
Last Modified: 17 Oct 2018 10:09

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