An Application of Co-Word Analysis and Bibliometric Maps for Detecting the Most Highlighting Themes in the Consumer Behaviour Based Research: A Longitudinal Perspective

Abstract

In this paper is presented a bibliometric and visual study of research on a Social Science field, concretely, on consumer behaviour. Bibliometric maps showing the associations between the main concepts in the field are provided from 1966 to 2008. The maps provide insight into the structure of the consumer behaviour based research, visualize the division of the field into several subfields, and indicate the relationships between these subfields. The results show how Information and Communication Technology (ICT) has become increasingly important over time, becoming an essential nexus in consumer behaviour studies in recent times. The maps are created by co-word analysis and they can be used for forecast emerging trends in the consumer behaviour field and they also enable the novice to become familiar with the field.