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Analysis of Citations and Co-Citations of the Term ‘Word of Mouth’ Based on Publications in the Field of Social Sciences Cover

Analysis of Citations and Co-Citations of the Term ‘Word of Mouth’ Based on Publications in the Field of Social Sciences

Marketing of Scientific and Research Organizations
Volume 48 (2023): Issue 2 (June 2023)
By:
Open Access
|Jun 2023

Figures & Tables

Figure 1.

Number of whisper marketing publications in the WoS database for the period 1925–2022 Source: Own compilation based on bibliometric analysis in Biblioshiny software.
Number of whisper marketing publications in the WoS database for the period 1925–2022 Source: Own compilation based on bibliometric analysis in Biblioshiny software.

Figure 2.

Average number of citations per year of the WOM-related publications (based on WoS database data) Source: Own compilation based on bibliometric analysis in Biblioshiny software. WOM, word of mouth; WoS, Web of Science.
Average number of citations per year of the WOM-related publications (based on WoS database data) Source: Own compilation based on bibliometric analysis in Biblioshiny software. WOM, word of mouth; WoS, Web of Science.

Figure 3.

Summary of the 10 most frequently co-cited publications in the set relating to ‘word of mouth’ Source: Own compilation based on bibliometric analysis in Biblioshiny software.
Summary of the 10 most frequently co-cited publications in the set relating to ‘word of mouth’ Source: Own compilation based on bibliometric analysis in Biblioshiny software.

Figure 4.

Results of the co-citation cluster analysis Source: Own compilation based on bibliometric analysis in VOSviewer software.
Results of the co-citation cluster analysis Source: Own compilation based on bibliometric analysis in VOSviewer software.

Summary of the most frequently cited publications within the database as well as the generated set of publications

Pos.PublicationNumber of citationsNormalised number of citations
Global citations
  1Chevalier and Mayzlin (2006). The effect of word of mouth on sales: Online book reviews.2,97217.47
  2Van Doorn et al. (2010). Customer engagement behavior: Theoretical foundations and research directions.1,68319.36
  3Dellarocas (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms.1,6017.12
  4Lemon and Verhoef (2016). Understanding customer experience throughout the customer journey.1,54544.21
  5Mudambi and Schuff (2010). Research note: What makes a helpful online review? A study of customer reviews on Amazon. com.1,48717.11
  6Brodie et al. (2013). Consumer engagement in a virtual brand community: An exploratory analysis.1,44621.69
  7Litvin et al. (2008). Electronic word-of-mouth in hospitality and tourism management.1,39211.28
  8Liu (2006). Word of mouth for movies: Its dynamics and impact on box office revenue.1,3077.68
  9Meuter et al. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters.1,3078.47
10Godes and Mayzlin (2004). Using online conversations to study word-of-mouth communication.1,3056.61
Local citations
  1Chevalier and Mayzlin (2006). The effect of word of mouth on sales: Online book reviews.1,43522.99
  2Godes and Mayzlin (2004). Using online conversations to study word-of-mouth communication.78613.54
  3Liu (2006). Word of mouth for movies: Its dynamics and impact on box office revenue.73711.81
  4Litvin et al. (2008). Electronic word-of-mouth in hospitality and tourism management.72716.68
  5Trusov et al. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site.65221.86
  6Herr et al. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective.5863.40
  7Brown and Reingen (1987) Social Ties and Word-of-Mouth Referral Behavior.5652.76
  8Dellarocas (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms.5558.57
  9Zhu and Zhang (Michael). (2010). Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics.49520.66
10Chu and Kim (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites.44423.04

Basic information on the generated set of documents

DescriptionResult
Time interval of the analysed set1925–2023
Sources (i.e. journals, books, etc.)1,275
Number of documents in the set8,832
Average number of citations per document5.29
Average age of document (in years)6.55
Number of bibliographic items in the examined set222,348
Keywords Plus (ID) (pcs.)6,062
Keywords given by authors15,775
Number of authors14,397
Number of individual authors in the analysed set804
Number of publications by a single author992
Average number of authors per document2.79

Summary of the most relevant authors publishing on WOM as well as publication places

Pos.Author’s nameNumber of worksPartial authorshipPublication placeNumber of publications
  1Law R5216.82Journal of Business Research320
  2Kim J4113.53Journal of Retailing and Consumer Services209
  3Kumar V3010.76International Journal of Hospitality Management145
  4Zhang J30  9.77European Journal of Marketing133
  5Liu Y2910.18Tourism Management121
  6Han H28  8.67International Journal of Contemporary Hospitality Management119
  7Kim H2810.85Psychology & Marketing119
  8Lee J28  9.87Internet Research115
  9Mattila AS2810.87Journal of Product and Brand Management107
10Kim S2710.67Journal of Services Marketing105

Summary of results obtained in the analysis of citations and co-citations of the WOM term

Basic dataAnalysis of citationsAnalysis of co-citations

  • The first publication related to WOM: 1925

  • Identified set of publications on WOM: 8,832 items.

  • Average number of authors per one document: 2.79.

  • The largest number of new publications on WOM was recorded in 2021: 857.

  • Average number of citations in one document: 5.29.

  • The author who has published the largest number of works on WOM: Law R. (52 items).

  • Place where the most works on WOM were published is Journal of Business Research (320 works).

  • The highest average number of citations per year: 13.02 (2001)

  • Since 2001, the average number of citations per year has been declining. In 2022, it was only 1.53.

  • Global citations. The most frequently cited works were: Chevalier and Mayzlin (2006) and Van Doorn et al. (2010).

  • Local citations. The most frequently cited works were: Chevalier and Mayzlin (2006) and Godes and Mayzlin (2004).

  • Publications co-cited the most frequently:

    • –

      Fornell and Larcker (1981)

    • –

      Hennig-Thurau et al. (2004)

    • –

      Chevalier and Mayzlin (2006)

  • Topics:

    • –

      WOM research technology;

    • –

      WOM utilisation;

    • –

      Whisper marketing on the web (eWOM).

Example pairs of works co-cited in the analysed set

Pos.The first of the co-cited worksThe second of the co-cited worksNumber of co-citations
1.Fornell and Larcker (1981).Evaluating structural equation models with unobservable variables and measurement errorHennig-Thurau et al. (2004).Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?328
2.Fornell and Larcker (1981).Evaluating structural equation models with unobservable variables and measurement errorChevalier and Mayzlin (2006).The effect of word of mouth on sales: Online book reviews146
3.Hennig-Thurau et al. (2004).Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?Chevalier and Mayzlin (2006).The effect of word of mouth on sales: Online book reviews319
4.Hennig-Thurau et al. (2004).Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?Litvin et al. (2008).Electronic word-of-mouth in hospitality and tourism management232
5.Chevalier and Mayzlin (2006).The effect of word of mouth on sales: Online book reviewsTrusov et al. (2009).Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site206
DOI: https://doi.org/10.2478/minib-2023-0012 | Journal eISSN: 2353-8414 | Journal ISSN: 2353-8503
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Language: English
Page range: 111 - 133
Submitted on: Apr 2, 2023
Accepted on: May 31, 2023
Published on: Jun 30, 2023
Published by: Institute of Aviation
In partnership with: Paradigm Publishing Services
Publication frequency: 4 times per year
Keywords:
bibliometric analysis,
citation analysis,
co-citation analysis,
electronic word of mouth,
whisper marketing,
word of mouth
Related subjects:
Business and economics,
Business management,
Marketing, sales, customer relations,
Management, organization, corporate governance,
Business development, change management, cooperation,
Key competences in scholarly research

© 2023 Krzysztof Błoński, published by Institute of Aviation
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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