PurposeThis study aims to provide the theoretical roots, research trajectories and promising research directions of green marketing in marketing and related fields.Design/methodology/approachThis study integrates three bibliometric analyses, i.e. co-citation analysis, historical direct citation analysis and co-occurrence analysis, and a qualitative review to examine the 781 publications that matched the search criteria between January 1991 and December 2021 from the Web of Science (WoS) database.FindingsThe research findings show that eleven groups of cited references characterize the theoretical roots of green marketing in marketing and related fields. Besides, the two main research trajectories identified were found to be developed under the impact of prior studies. Moreover, the four research themes concerning this research domain are presented. The results also highlight promising research directions.Research limitations/implicationsBased on the quantitative bibliometric analysis and qualitative literature reviews, this study has provided a comprehensive overview of the current stage of this domain. The study also has underscored an abundance of green marketing literature and revealed the research topics that require further investigations to theoretically and empirically advance the understanding of green marketing.Practical implicationsSome topics about green marketing were recommended for further research. Some practical examples and suggestions are also given in the study.Originality/valueThis study reviewed 781 publications at the intersection of green marketing research domain in marketing and related fields to identify the theoretical roots, research trajectories and research themes and to propose promising research avenues.

PurposeThis study deployed a bibliometric analysis of 604 academic articles on celebrity endorsement collected from the Scopus database from January 1960 to August 2021 (the first published article dated back to 1976). This study integrated three bibliometric analyses: timeline visualization, co-citation cluster analysis, and historical direct citation analysis. This study conducted a qualitative review to further examine the obtained quantitative results.Design/methodology/approachThis study reviewed the existing research on the celebrity endorsement domain. Based on a bibliometric review of existing literature, this study aimed to provide main theoretical roots and research trajectories and propose new research avenues concerning the theory, context, characteristics, and research methodologies adopted within the marketing discipline.FindingsThe findings revealed that the existing relevant research focused on celebrity endorsement in different periods. The main theoretical roots and research trajectories identified were developed under the influence of primary articles from co-citation analysis and historical direct citation.Research limitations/implicationsBased on the quantitative bibliometric analysis and a qualitative literature review, this study has provided a comprehensive overview of the current stage of this domain. The study also has underscored an abundance of celebrity endorsement literature and revealed the research topics that require further investigations to theoretically and empirically advance the understanding of celebrity endorsement.Practical implicationsSome topics were recommended for further research within the theory, context, characteristics, and methodology aspects. Some practical examples and suggestions are also given in the study.Originality/valueThis study proposed a bibliometric overview of celebrity endorsement in the marketing discipline, especially based on timeline visualization, co-citation cluster analysis, and historical direct citation analysis. Furthermore, this study offered a research agenda for further studies in the marketing discipline.