Indian Journal of Economics and Development
Year : 2022, Volume : 18, Issue : 3
First page : ( 689) Last page : ( 699)
Print ISSN : 2277-5412. Online ISSN : 2322-0430.
Article DOI : 10.35716/IJED/21284

A decade of celebrity endorsements studies: A bibliometric analysis to support future studies

Bannor Richard Kwasi^*, Aryee Humphrey Nii Ayi

Department of Agribusiness Management and Consumer Studies, University of Energy and Natural Resources, Sunyani, (Ghana)

^*Corresponding author's email: richard.bannor@uenr.edu.gh

Online published on 3 February, 2023.

Abstract

The paper aimed to undertake an integrative analysis showcasing the leading research of celebrity marketing over the last ten years whilst offering a taxonomy of subtopics and a research outlook for the topic. Abibliometric analysis of the data was done using maps through the VOSviewer software. The data used for the analysis was searched between August and September 2021. The paper shows that the country with the highest number of publications is the USA, highlighting the most cited publications and journals published on the topic over the last ten years. The findings, however, indicated a tremendous gap in the utilisation of celebrity marketing in agribusiness, especially in developing economies. The results of this study can serve as a facilitating guide for researchers and managers who want to know more about the topic and better delve into the area of agribusiness where little or no research exists on the subject matter.

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Keywords

Agribusiness, Celebrity endorsement, Developing countries, Marketing, VOS viewer.

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