A Bibliometric Study and Content Analysis on Sales Promotion based on Web of Science Database

The study's goal is to analyze the concept of sales promotion using bibliometrics. The study makes an effort to pinpoint the key publications, authors, nations, affiliations and scientific mapping and Content analysis in this area. The enormous amounts of data from numerous papers that were included in this study were analyzed using the Web of Science database. The study used these records as the basis for bibliometric analysis to identify key topics in this area. The VOS viewer programme is then used to display network maps of coauthorship, source citation,co-citation, and keyword analysis. The results of this study show that the "Journal of Business Research," which includes 23 articles, is the most influential journal. Additionally, Burton S. is the most noteworthy author; the United States of America is the most productive country; and the University of Groningen, with 23 papers, is the most prestigious institution. The study's limitations derive from the fact that only the Web of Science database was searched for papers. Future research may take advantage of more databases like Google Scholar and Scopus. Another limitation is that only business and management-related data sources, publications, and review papers are used for analysis, and only English is used as the analytical language. This research adds to the body of already existing knowledge on sales promotion. Using bibliometric approaches, one can obtain a very accurate and true representation of the area. The recommendations could aid in directing the authors' interests in undertaking more research on this topic.