A BIBLIOMETRIC REVIEW OF PRODUCT PLACEMENT LITERATURE IN SCOPUS DATABASE

Abstract

This study employed bibliometric review of product placement research in Scopus database. To address a systematic review, 1091 documents from 1991 to May 2021 were captured to analyze size, growth trend, and geographic distribution of product placement literature. This study also identified influential journals, authors and documents. The intellectual configuration and contemporary foci were also illustrated. The analyses were conducted by using the VOSviewer software. The result showed that the most influential journals and authors of this knowledge base were predominately from the developed countries. Four Schools of thought from author co-citation analysis showed that the intellectual clustering configuration on product placement literature: Product Placement’s effects and audience, Advergame and In-game advertising, Disclosure and Persuasion Knowledge, and Effects and responses on Children and Adolescence. Main key topics in this research consisted of Product placement in mass media, Child health and Nutrition, and Smoking and drinking behavior in adolescence. Besides these insightful findings, limitations and suggestions for future research are also discussed.