The Who,Where, and When of Social Marketing |
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Authors: | Helena Alves |
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Institution: | 1. Business and Economics Department of the University of Beira Interior (UBI) and Corporate Sciences Studies Cabinet (NECE) , Covilh?, Portugal halves@ubi.pt |
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Abstract: | Social marketing has experienced substantial growth over the last 3 decades and its utilization has spread into various areas of social and public life. However, certain barriers to its expansion do still remain. Thus, a systematic overview of studies on this field will contribute towards a better understanding of the subject and its progress thus far. This study presents the results of bibliometric analysis of the social marketing field defining the academic area subject to study, along with its respective bibliographical sources, based on publication counts, citation, co-citation, and co-word analysis. This study enables researchers new to the field to proceed in their work aware of core findings, their authors and journals, as well as identifying those conferences and institutions most closely related to this subject. |
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Keywords: | social marketing bibliometric analysis citation analysis co-citation analysis |
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