Decoding the Viral Video Phenomenon: A Bibliometric Review of Marketing Strategies (2011-2021)

Abstract

This study reports on the bibliometric analysis of scrutinized scholarly works from 2011 to 2021, utilizing data derived from the Web of Science (WoS) and Scopus databases. A total of 2542 pertinent publications have been identified and analyzed to understand their characteristics and citation patterns using recognized bibliometric indicators. The findings from a comprehensive bibliometric analysis on the utilization of video virality as a critical marketing tool, with a focus on advertising and marketing. The findings highlight a noticeable surge in publication trends during the COVID-19 pandemic, underscoring the increasing relevance of viral videos in contemporary marketing strategies. Visualization techniques have been employed to generate a word cloud from author-generated and additional keywords, shedding light on the thematic focus of the existing literature. A Sankey diagram further elucidates less prominent topics, predicting their potential prominence in future research endeavors. Building on these insights, the paper posits recommendations for future research. These include expanding the geographic scope to incorporate underrepresented regions, delving deeper into consumer engagement and interaction with viral video content, and conducting a thorough analysis of the elements that contribute to a video’s virality. Additionally, the paper encourages collaborative research efforts across countries, explores the psychological, sociological, and cultural impacts of viral content, examines the influence of global events on viral marketing, and anticipates the implications of technological advancements on viral content

Keywords: Bibliometric; Viral video; Advertising; e-WOM, Content analysis; Marketing.