From Word-of-Mouth to Social Buzz: A Triangulated Bibliometric Analysis of Viral Marketing Using Biblioshiny, VOSviewer, and CiteSpace

IntroductionThis bibliometric analysis examines the global research landscape on viral marketing using data extracted from the Scopus database and analyzed with Biblioshiny, VOSviewer, and CiteSpace. Viral marketing, characterized by rapid message dissemination through digital networks and consumer sharing, has gained significant scholarly attention across diverse disciplines. ObjectiveThe annual scientific output reveals a steady growth in publications, reflecting increasing academic interest and the evolution of research themes over time. MethodAnalysis of top influential researcher’s highlights key contributors shaping the field’s theoretical and methodological advancements. Prominent scientific journals, particularly in marketing, consumer behavior, and information systems, serve as primary publication outlets, fostering interdisciplinary dialogue. ResultsGlobal research contributions by nation indicate that the United States, China, and India are leading producers, supported by active collaborations illustrated in the timeline network visualization of country partnerships. Co-citation analysis of cited authors and journals uncovers core intellectual foundations and interlinked knowledge domains. Bibliographic coupling of documents and co-occurrence of author keywords reveal thematic clusters that define the research focus, while thematic evolution and the thematic map highlight the transition from foundational studies to emerging topics such as social media analytics and influencer marketing. Trend topic analysis indicates growing emphasis on data-driven targeting, user engagement, and algorithmic influence modeling. ConclusionsThe study identifies research gaps in cross-cultural comparative studies, ethical considerations, and the integration of emerging technologies into viral marketing strategies, with practical implications for marketers seeking to optimize campaigns in a rapidly evolving digital environment.