نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
2 گروه مدیریت بازرگانی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران (نویسنده مسئول)
3 گروه فیزیک، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Purpose:The present study was conducted with the primary aim of performing a scientometric analysis of research published in the Scopus database on the topic of *word-of-mouth (WOM) advertising* and *brand awareness* during the period 2007–2025. The overarching objective was to provide a comprehensive and systematic overview of the scientific production in this area, identifying publication trends, influential countries, frequently used keywords, and emerging thematic directions. Given the increasingly competitive global marketplace, understanding the scientific discourse surrounding WOM and brand awareness has become a strategic necessity, both for academics attempting to conceptualize the phenomenon and for practitioners seeking to translate insights into actionable strategies.Methodology:The research adopts a descriptive–analytical design and employs a scientometric approach as its core methodology. The statistical population consisted of 226 scientific articles indexed in Scopus that explicitly addressed the intersection of WOM and brand awareness. To ensure methodological rigor, the retrieval strategy was developed through a multistage process. Initially, a preliminary search protocol was designed by reviewing the existing literature on WOM and brand awareness. This was subsequently refined through several rounds of consultation with subject-matter experts, as well as iterative testing against the retrieved records. The final search string was then systematically applied to the Scopus database, yielding a dataset of relevant publications spanning 2007 to 2025. For the analysis of bibliometric data and the visualization of scientific networks, a combination of VOSviewer, Gephi, and Microsoft Excel was utilized. These tools enabled the mapping of co-authorship networks, keyword co-occurrence, citation patterns, and country-level contributions, as well as the generation of trend charts and cluster visualizations.Findings:The results clearly demonstrate a steadily increasing trend in the publication of articles in the field of WOM and its impact on brand awareness, particularly in the later years of the study period. This growth trajectory reflects the heightened scholarly and practical interest in the subject, coinciding with the global expansion of digital platforms and the proliferation of social media. Among the countries contributing most significantly to the scientific output, Indonesia, India, and the United States were identified as leading contributors. This finding is noteworthy, as it underscores the role of both developed and emerging economies in shaping the knowledge structure of the field.
In terms of keyword analysis, terms such as *electronic word-of-mouth (eWOM)*, *social media*, *trust*, and *influencers* emerged as highly frequent, signaling the centrality of digital communication channels in current research agendas. The data also revealed clustering around themes such as consumer engagement, brand loyalty, online reviews, and digital marketing strategies. Furthermore, citation analysis indicated that certain foundational works—those addressing the conceptualization of WOM, the measurement of brand awareness, and the mediating role of trust—continue to exert strong influence, while newer publications increasingly focus on cross-platform dynamics, algorithmic amplification, and influencer marketing.
Conclusion:
The upward trajectory in the volume of publications over the last two decades highlights the growing value and significance of WOM and brand awareness as critical areas of research. This study demonstrates that companies and brands cannot afford to ignore the power of consumer-to-consumer communication, especially within the digital realm. The findings suggest that organizations should design and refine their strategies with a specific emphasis on leveraging social media platforms, harnessing the dynamics of eWOM, and capitalizing on the trust networks created by online communities and influencers.
In practical terms, brand managers should prioritize initiatives that encourage authentic customer experiences, as positive WOM not only enhances brand visibility but also fosters long-term loyalty. The scientometric evidence also underscores the necessity for integrating WOM strategies into broader marketing ecosystems, thereby allowing for more effective dissemination of brand messages.
کلیدواژهها [English]
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