A bibliometric analysis and text mining of the entrepreneurial marketing domain: emerging trends and future research directions

Abstract

Purpose The entrepreneurial marketing (EM) literature has grown rapidly during the last decade, yet much is left undiscovered. This paper aims to conduct a bibliometric analysis and text mining of the EM domain to provide trends in previous EM research to address this issue. Future avenues for EM research are provided. Design/methodology/approach Using the Scopus database, a bibliometric analysis and text mining are conducted with EM articles published between 1976 and 2020. Findings The paper reports the most frequently published and cited authors and their co-author networks. Journals which contain these articles are included with country data, subject areas and use of author keywords related to the EM topic. Frequencies of keywords and newly-emerging keywords in every three-year period during the past 12 years are also examined. The findings suggest that future researchers should explore the subtopics of EM education, legitimation, entrepreneurial networking and social media/digital marketing within the EM domain. Originality/value Bibliometric analysis and text mining are relatively new methods with which to study the EM research domain, allowing for analysis of emerging trends over the past 12 years.