Sustainability In Impulsive Buying: A Bibliometric Analysis
This study conducts a comprehensive bibliometric analysis of impulsive buying in marketing, analyzing publication trends, influential authors, institutions, and countries while identifying research gaps and opportunities. Utilizing data from the Scopus Database, covering articles from 2003 to September 2023, a sample of 220 research papers was evaluated with VOSviewer software. Findings reveal Southwest Jiaotong University and Widyatama University as top academic paper producers, with Adelaar et al. emerging as the most influential author. The United States and China lead in research output, highlighting the global nature of impulsive buying research. These results offer valuable insights into research gaps, including "fear of missing out" (FOMO) and "perceived value," which can guide academia and businesses in shaping marketing strategies. Additionally, the study contributes to knowledge in impulsive buying and spotlights emerging areas like social media and limited-time offers, benefiting researchers, practitioners, and marketers in today's consumer landscape.