Mapping Personalized Marketing: A Bibliometric Analysis

Abstract

The buzzword, personalization in today’s marketing era is an evolving notion. The aim of the paper is to scrutinize the publications dedicated to personalized marketing. The spurring growth in personalized marketing thrives in new experiences for both marketers and consumers. The Publication search was initiated on 1836 review papers and research articles collected by SCOPUS Database and was visualized by using VOS viewer, a bibliometric analysis software. The paper focuses on identifying growth trends in publication for 20 years, i.e., 2003-2023 (till March), linked subject areas, geographical trends, popular keywords, and influential journals. It is found that the research count in this domain has grown at a pace since 2018 and spiked in 2020 amidst COVID. The literature of this domain is studied across Management, Psychology, Management, Computer Science, and Artificial Intelligence. The opportunity for research in this domain from the Indian perspective is high as consumer behavior concerning personalized marketing is yet to be explored. The contribution of this study to the literature will help scholars to explore the domain and influence more research.