Brand communities as a new marketing trend in view of bibliometric analysis

Społeczności marek jako nowy trend marketingowy w ujęciu analizy bibliometrycznej

The purpose of this study was to analyse the importance of brand communities in marketing using bibliometric analysis. A complex search of the Scopus database was conducted on 30 September 2024, using the status as of 31 December 2023. In the bibliometric analysis, science mapping and performance indicators were applied. A total of 1,832 studies were published (47.6 studies per year) with the total number of citations of 56,017 (2,074.7 citations per year). Most of the publications were classified in "business, management and accounting". In the keyword analysis, 3,990 items were pointed. The most frequent keyword was "brand community", followed by "social media" and "social networks". Using the keyword co-occurrence map, 10 clusters were identified. The largest cluster relates to branding and co-branding in online brand communities in the context of consumer engagement and marketing strategies. Further clusters include brand–community and consumer–community relationships; user behaviour and content generation; economic, social, and psychological determinants of consumer and community behaviour as well as brand management in virtual communities.

Celem niniejszego badania była analiza znaczenia społeczności marek w marketingu z wykorzystaniem analizy bibliometrycznej. Kompleksowe przeszukiwanie bazy Scopus przeprowadzono 30 września 2024 r., wykorzystując stan na 31 grudnia 2023 r. W analizie bibliometrycznej zastosowano mapowanie nauki i wskaźniki osiągnięć. Łącznie ukazały się 1832 publikacje (47,6 rocznie) z łączną liczbą cytowań wynoszącą 56 017 (2074,7 rocznie). Większość publikacji została sklasyfikowana w kategorii „biznes, zarządzanie i rachunkowość”. W analizie słów kluczowych wskazano 3990 pozycji. Najczęstszym słowem kluczowym była „społeczność marki”, a następnie „media społecznościowe” i „sieci społecznościowe”. Korzystając z mapy współwystępowania słów kluczowych, zidentyfikowano 10 klastrów. Największy klaster dotyczy brandingu i co-brandingu w internetowych społecznościach marek w kontekście zaangażowania konsumentów i strategii marketingowych. Kolejne klastry obejmują relacje marka– społeczność i konsument–społeczność; zachowania użytkowników i generowanie treści; ekonomiczne, społeczne i psychologiczne determinanty zachowań konsumentów i społeczności, a także zarządzanie marką w społecznościach wirtualnych.

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