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Evolution and trends in consumer behaviour: Insights from Journal of Consumer Behaviour

October 2022
Journal of Consumer Behaviour 22(1)

DOI:10.1002/cb.2118

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Authors:

Weng Marc Lim

Sunway University

Satish Kumar

Indian Institute of Management Nagpur

Nitesh Pandey

Amrita Vishwa Vidyapeetham

Deepak Verma

Malaviya National Institute of Technology Jaipur

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The way consumers behave is fundamental to marketing. Journal of Consumer Behaviour (JCB) is an international journal dedicated to publishing the latest developments of consumer behaviour. To gain an understanding of the evolution and trends in consumer behaviour, this study presents a retrospective review of JCB using bibliometric analysis. Using bibliographic records of JCB from Scopus, this study finds that consumer behaviour research in JCB has grown substantially in terms of collaboration (co-authorships), global reach (countries), productivity (publications), and impact (citations). The major themes explored by consumer behaviour research in JCB include consumer information processing, consumption communities, consumption value, sustainable consumption, intergenerational consumer behaviour, consumer-brand relationship, consumer ethics, and conditional relationships in consumer behaviour. The most recent consumer behaviour research in JCB has considered externalities such as the COVID-19 pandemic and focused on themes such as consumer ethics and sustainable consumption in line with the global movement toward environmental social governance (ESG) and sustainable development goals (SDGs).

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REVIEW

Evolution and trends in consumer behaviour: Insights

from Journal of Consumer Behaviour

Weng Marc Lim

1,2,3

| Satish Kumar

3,4

| Nitesh Pandey

| Deepak Verma

Divesh Kumar

Sunway Business School, Sunway University,

Sunway City, Selangor, Malaysia

School of Business, Law and

Entrepreneurship, Swinburne University of

Technology, Hawthorn, Victoria, Australia

Faculty of Business, Design and Arts,

Swinburne University of Technology, Kuching,

Sarawak, Malaysia

Department of Management Studies,

Malaviya National Institute of Technology

Jaipur, Jaipur, India

Amrita School of Business Coimbatore,

Amrita Vishwa Vidyapeetham University,

Coimbatore, India

Correspondence

Satish Kumar, Department of Management

Studies, Malaviya National Institute of

Technology Jaipur, Rajasthan 302017, India.

Email: skumar.dms@mnit.ac.in

Abstract

The way consumers behave is fundamental to marketing. Journal of Consumer

Behaviour (JCB) is an international journal dedicated to publishing the latest develop-

ments of consumer behaviour. To gain an understanding of the evolution and trends

in consumer behaviour, this study presents a retrospective review of JCB using biblio-

metric analysis. Using bibliographic records of JCB from Scopus, this study finds that

consumer behaviour research in JCB has grown substantially in terms of collaboration

(co-authorships), global reach (countries), productivity (publications), and impact (cita-

tions). The major themes explored by consumer behaviour research in JCB include

consumer information processing, consumption communities, consumption value,

sustainable consumption, intergenerational consumer behaviour, consumer-brand

relationship, consumer ethics, and conditional relationships in consumer behaviour.

The most recent consumer behaviour research in JCB has considered externalities

such as the COVID-19 pandemic and focused on themes such as consumer ethics

and sustainable consumption in line with the global movement toward environmental

social governance (ESG) and sustainable development goals (SDGs).

1|INTRODUCTION

Journal of Consumer Behaviour (JCB) is a leading forum for the latest

insights on consumer behaviour. Started in 2001 with Martin Evans as

JCB's inaugural editor, the journal was established in response to the

growing pluralism in consumer behaviour (e.g., consumers became

more sophisticated, more active in communities, and more interactive

with marketers), which necessitate novel and rigorous consumer

research (Evans, 2001). Since then, JCB has grown into a major outlet

for innovative, alternative, and contested representations of consumer

behaviour alongside the latest developments in established traditions

of consumer research. The journal is currently helmed by Steven

D'Alessandro and Jacqueline K. Eastman.

Journal of Consumer Behaviour's reputation and success are

reflected across numerous rankings, ratings, and metrics. JCB is ranked

“A”by the Australian Business Dean Council in the 2019 Journal

Quality List and rated “2”by the Chartered Association of Business

Schools in the 2021 Academic Journal Guide. JCB also received a Clar-

ivate Analytics Web of Science Social Science Citation Index Impact

Factor of 3.199 and a Scopus CiteScore of 4.3 in 2021.

Consumer behaviour is a multi-faceted area of research. While

contemporary reviews on various aspects of consumer behaviour

are available (e.g., engagement, personalisation, and prosumption;

Chandra et al., 2022; Ciasullo et al., 2022; Lim & Rasul, 2022; Lim,

Rasul, Kumar, & Ala, 2022), a state-of-the-art review of consumer

behaviour itself remains scarce. Given that JCB is a major source for

consumer behaviour research and in conjunction with the journal's

milestone run of 20 years, this study aims to present a retrospective

review of JCB that will shed light on the evolution and trends of con-

sumer behaviour discussed in the journal. The practice of presenting a

Received: 31 August 2022 Revised: 17 October 2022 Accepted: 24 October 2022

DOI: 10.1002/cb.2118

This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium,

provided the original work is properly cited.

J Consumer Behav. 2022;1–16. wileyonlinelibrary.com/journal/cb 1

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retrospective of a journal to represent extant knowledge in the field is

not new (e.g., Cross Cultural and Strategic Management (Kumar, Pan-

dey, & Mukherjee, 2022), International Journal of Bank Marketing

(Kumar, Xiao, et al., 2022), Journal of Advertising (Donthu et al., 2022),

Journal of Business and Industrial Marketing (Valenzuela et al., 2017),

Journal of Consumer Affairs (Baker et al., 2021), Journal of Consumer

Research (Hoffman & Holbrook, 1993), Journal of International Market-

ing (Donthu, Kumar, Pandey, & Lim, 2021), Journal of Research in Inter-

active Marketing (Lim, Kumar, Pandey, et al., 2022), and Psychology and

Marketing (Donthu, Kumar, Pattnaik, & Lim, 2021)). In line with past

journal retrospectives, we conduct a retrospective review of JCB using

bibliometric analysis to deliver pertinent insights that are guided by

the following research questions (RQs):

RQ1. What is publication and citation trend of JCB?

RQ2. Which are the most cited articles in JCB?

RQ3. Which journals have cited JCB articles the most?

RQ4. What are the major themes explored by JCB

authors over time?

RQ5. What are the emerging topics explored by JCB

authors in recent times?

The rest of this article is organized as follows. Section 2discloses

the review methodology. Section 3delivers a performance analysis of

JCB's productivity and impact (RQ1 to RQ3). Section 4unpacks the

major themes in JCB (RQ4). Section 5reveals the emerging topics in

JCB (RQ5). Section 6concludes the article with key takeaways and

suggestions for future research to enrich understanding of consumer

behaviour.

2|METHODOLOGY

This study is a systematic literature review of consumer behaviour

research published in JCB. While there are many ways to review the lit-

erature (e.g., content analysis, meta-analysis) (Lim, Kumar, & Ali, 2022),

the bibliometric approach is adopted due to its ability to (i) efficiently

analyse a large corpus of literature, (ii) objectively evaluate the perfor-

mance of the literature (e.g., metrics), (iii) objectively map the knowl-

edge in the literature, and thus, (iv) mitigate potential bias on the part

of the authors (Donthu, Kumar, Mukherjee, et al., 2021;

MacCoun, 1998;Mukherjeeetal.,2022; Pandey et al., 2022).

2.1 |Corpus curation

The search for corpus curation was conducted in May 2022 using the

source title “Journal of Consumer Behaviour”in Scopus. The coverage of

JCB's bibliographic records in Scopus is between 2009 and 2022, and

thus, this is the only period that could be reviewed for the journal. The

initial search returned 751 documents. After removing document types

that did not advance knowledge (e.g., introductions, erratum, notes), a

total of 737 documents were retained and used for further analysis.

2.2 |Corpus analysis

The bibliometric analysis was carried out using the bibliometrix pack-

age in R (Aria & Cuccurullo, 2017) and VOSviewer (van Eck &

Waltman, 2010) while equivalent networks were visualised using

Gephi (Bastian et al., 2009). More specifically, a performance analysis

was conducted to answer RQ1 to RQ3, wherein the publication and

citation trends were explored alongside the most cited articles and

most citing journals for JCB. This enabled us to engage in an objective

evaluation of the productivity and impact of consumer behaviour

research in JCB.

Following that, a science mapping was performed to answer

RQ4 and RQ5, where bibliographic coupling, which groups articles

into thematic clusters based on referencing similarities using a varia-

tion of the algorithm proposed by Newman (2004) and Newman

and Girvan (2004), was utilised to unpack the major themes (RQ4)

and most recent topics (RQ5)inJCB. This enabled us to engage in

an objective mapping of scientific knowledge contributed by con-

sumer behaviour research published in JCB. The findings from the

performance analysis and science mapping are presented in the next

sections.

3|PERFORMANCE ANALYSIS

3.1 |Publication and citation trends for JCB

Figure 1shows the publication and citation trends for JCB between

2009 and 2022 (RQ1). The journal's publication trend is generally

on an upward trajectory, though it tends to move in cycles and

waves over time (i.e., upward trend from 2009 to 2012, downward

trend from 2012 to 2015, upward trend from 2015 to 2017, down-

ward trend from 2017 to 2019, and upward trend from 2019 to

2021, with 2022 projected to continue on an upward trajectory as

per the year's 5-month publication performance), which can be

explained by the proactiveness of consumer behaviour researchers

and JCB in responding to global externalities and events (e.g., global

financial crisis in 2008, fourth industrial revolution in 2016,

COVID-19 in 2021). Nonetheless, the lowest point of each down-

turn remains higher than the lowest point of the previous downturn,

and thus, reaffirming the general upward trajectory witnessed for

publications in JCB.

The journal's citation trend, however, is linear in an upward trajec-

tory, signalling the increasing impact of JCB in the scientific commu-

nity. The growing impact of JCB can be explained by several factors.

One noteworthy factor is the level of collaboration. Specifically, the

more authors involved in a study, the higher the quality of that study

2LIM ET AL.

(Baker et al., 2022) due to the involvement of more experts (Acedo

et al., 2006). Figure 2shows a rising trend of co-authorship, wherein

multi-authored articles in each period grows from the preceding

period. The number of single-authored articles has remained similar

despite increasing publications, and thus, translates into a decrease in

the share of single-authored articles over time.

Moreover, the collaboration in the journal has also manifested

across national boundaries. Figure 3shows that the country-level col-

laboration network between 2009 and 2013 was fairly complex, with

major collaborations occurring between the United States, the

United Kingdom, Australia, and Canada. Figure 4shows that the

country-level collaboration network between 2014 and 2018 became

even more complex, with strong collaboration links between the

United States and Asian countries such as China and South Korea.

This network is also more global, with greater participation from more

countries across continents. Figure 5shows that the country-level col-

laboration network between 2019 and 2022 is also highly interna-

tional but with greater complexity emerging from greater cross-

country collaborations, especially with Australia and India, which can

be explained by JCB's upgrade from “B”rank in 2016 to “A”rank in

2019 in the Australian Business Deans Council Journal Quality List

that is widely used not only among universities in Australia but also

universities in other countries such as India.

3.2 |Most cited JCB articles

Table 1presents the most cited JCB articles (RQ2). Among the top

30 most cited JCB articles, 19 articles have 100 or more citations

while 17 articles have more than 10 citations per year. The average

FIGURE 1 Publication and citation

trend for Journal of Consumer Behaviour

between 2009 and 2022. [Colour figure

can be viewed at wileyonlinelibrary.com]

FIGURE 2 Period-wise distribution of

authors in Journal of Consumer Behaviour.

[Colour figure can be viewed at

wileyonlinelibrary.com]

LIM ET AL.3

publication year of these articles stands at 2011.93, which highlights

the seminal role of these articles in stimulating and supporting new

consumer behaviour research. The most cited JCB article is Möhlmann

(2015), which explores collaborative consumption in the sharing econ-

omy, followed by Heinonen (2011), which examines consumer activity

in social media, and Albinsson and Yasanthi Perera (2012), which

investigates alternative marketplaces like the top two cited articles in

the journal.

3.3 |Journals citing JCB

Table 2presents the list of journals that have cited JCB the most

(RQ3). Sustainability is the journal that has cited JCB the most with

391 citations, followed by JCB itself, Journal of Retailing and Consumer

Services, and Journal of Business Research with 342, 281, and 272 cita-

tions, respectively. These top citing journals, along with other journals

on the list such as British Food Journal,Computers in Human Behavior,

FIGURE 3 Country-level collboration network between 2009 and 2013 [Colour figure can be viewed at wileyonlinelibrary.com]

FIGURE 4 Country-level collboration network between 2014 and 2018 [Colour figure can be viewed at wileyonlinelibrary.com]

4LIM ET AL.

European Journal of Marketing,Frontiers in Psychology,Internet

Research,International Journal of Consumer Studies,International Jour-

nal of Hospitality Management,International Journal of Retail and Distri-

bution Management,Journal of Business Ethics,Journal of Cleaner

Production,Journal of Consumer Marketing,Journal of Marketing Man-

agement,Journal of Product and Brand Management,Journal of Services

Marketing,Psychology and Marketing, and Technological Forecasting and

Social Change show that the knowledge in JCB has multidisciplinary

appeal and value as it shapes not only consumer behaviour research

but also research in ethics, hospitality, information systems and tech-

nology, marketing, psychology, services, and supply chain, among

others. The quality of JCB's impact is also noteworthy, with 22 out of

the top 30 journals citing JCB the most being ranked “A*”or “A”by

the Australian Business Deans Council.

4|SCIENCE MAPPING OF THE MAJOR

THEMES IN JCB

Bibliographic coupling is adopted to unpack the major themes of con-

sumer behaviour research in JCB (RQ4). This science mapping tech-

nique uses common literature references among articles to create

clusters (themes), with the assumption being that two articles citing a

similar set of references will have similar content (Donthu, Kumar,

Mukherjee, et al., 2021). The analysis results in the creation of a net-

work, where each node represents an article and the link strength is

represented by the common literature references. Using a variant of

the algorithm developed by Newman (2004) and Newman and Girvan

(2004), the network of articles is divided into clusters based on their

referencing similarities. The application of bibliographic coupling on

the corpus of JCB articles revealed 13 clusters. More often than not, a

common theme can be distinguished more directly for clusters with a

larger than a smaller number of articles. Noteworthily, similar reviews

that have performed bibliographic coupling have used a minimum of

10 articles as a guiding principle to justify and support the inclusion of

a cluster as a major theme in the field (Lim, Kumar, Verma, &

Chaturvedi, 2022). More importantly, the articles in each cluster have

been carefully read to determine its common theme, which is akin to

a content analysis, or more specifically, a thematic analysis (Kraus

et al., 2022). In total, only eight clusters had a minimum of 10 articles

each, and when they are taken collectively, they account for 98% of

the JCB corpus. Their themes could also be clearly determined, and

thus, they have been established as the major themes of consumer

behaviour research in JCB. Table 3provides an overview of the major

clusters. The discussion of each cluster, which is organized around key

articles, is presented next.

4.1 |Cluster 1: Consumer information processing

The largest cluster in JCB comprises 223 articles that have been cited

2792 times, averaging 12.52 citations per article. The average publica-

tion year of the articles in the cluster stands at 2017. This indicates

that research in this cluster is recent. The central theme of this cluster

is consumer information processing. The top cited articles of this cluster

demonstrate a range of scenarios where consumer information pro-

cessing is investigated. Schindler and Bickart (2012) explored the fac-

tors that affect the helpfulness of online reviews to consumers,

whereas Flavián et al. (2016) examined the impact of online positive

reviews on consumers' choice confidence in webrooming purchasing,

and Racherla et al. (2012) explored the factors that affect consumers'

trust in online reviews. Outside the online environment, Mai and

Hoffmann (2012) researched consumer food choice with a focus on

health consciousness and self-efficacy, whereas Roy and Ng (2012)

studied consumers' regulatory focus and preference reversal across

hedonic and utilitarian consumption scenarios.

FIGURE 5 Country-level collboration network between 2019 and 2022 [Colour figure can be viewed at wileyonlinelibrary.com]

LIM ET AL.5

TABLE 1 Most cited Journal of Consumer Behaviour articles

Author(s) Title Year TC C/Y

Möhlmann Collaborative consumption: Determinants of satisfaction and the likelihood of using

a sharing economy option again

2015 685 85.63

Heinonen Consumer activity in social media: Managerial approaches to consumers' social

media behavior

2011 328 27.33

Albinsson and Yasanthi Perera Alternative marketplaces in the 21st century: Building community through sharing

events

2012 307 27.91

Gallarza, Gil-Saura, and Holbrook The value of value: Further excursions on the meaning and role of customer value 2011 231 19.25

Ozanne and Ballantine Sharing as a form of anti-consumption? An examination of toy library users 2010 227 17.46

Schindler and Bickart Perceived helpfulness of online consumer reviews: The role of message content and

style

2012 210 19.09

Black and Cherrier Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual

motivations and subjective values

2010 186 14.31

Eckhardt, Belk, and Devinney Why do not consumers consume ethically? 2010 185 14.23

Farr-Wharton, Foth, and Choi Identifying factors that promote consumer behaviours causing expired domestic

food waste

2014 179 19.89

Jansson, Marell, and Nordlund Exploring consumer adoption of a high involvement eco-innovation using value-

belief-norm theory

2011 170 14.17

ter Huurne, Ronteltap, Corten, and

Buskens

Antecedents of trust in the sharing economy: A systematic review 2017 169 28.17

Neilson Boycott or buycott? Understanding political consumerism 2010 146 11.23

Lundblad and Davies The values and motivations behind sustainable fashion consumption 2016 120 17.14

Burchell, Rettie, and Patel Marketing social norms: Social marketing and the “social norm approach”2013 119 11.90

Schuitema and de Groot Green consumerism: The influence of product attributes and values on purchasing

intentions

2015 112 14.00

Harris and Dennis Engaging customers on Facebook: Challenges for e-retailers 2011 112 9.33

Mai and Hoffmann Taste lovers versus nutrition fact seekers: How health consciousness and self-

efficacy determine the way consumers choose food products

2012 110 10.00

Ballantine and Stephenson Help me, I'm fat! Social support in online weight loss networks 2011 107 8.92

Autio, Heiskanen, and Heinonen Narratives of “green”consumers –The antihero, the environmental hero and the

anarchist

2009 101 7.21

Flavián, Gurrea, and Orús Choice confidence in the webrooming purchase process: The impact of online

positive reviews and the motivation to touch

2016 99 14.14

Racherla, Mandviwalla, and

Connolly

Factors affecting consumers' trust in online product reviews 2012 92 8.36

Bardhi, Rohm, and Sultan Tuning in and tuning out: Media multitasking among young consumers 2010 91 7.00

Isenhour On conflicted Swedish consumers, the effort to stop shopping and neoliberal

environmental governance

2010 81 6.23

Dagher and Itani Factors influencing green purchasing behaviour: Empirical evidence from the

Lebanese consumers

2014 80 8.89

Roy and Ng Regulatory focus and preference reversal between hedonic and utilitarian

consumption

2012 80 7.27

Ballantine and Creery The consumption and disposition behaviour of voluntary simplifiers 2010 79 6.08

Albinsson and Yasanthi Perera From trash to treasure and beyond: The meaning of voluntary disposition 2009 79 5.64

Debevec, Schewe, Madden, and

Diamond

Are today's millennials splintering into a new generational cohort? Maybe! 2013 76 7.60

Dias and Agante Can advergames boost children's healthier eating habits? A comparison between

healthy and non-healthy food

2011 75 6.25

Heinrichs, Lim, and Lim Influence of social networking site and user access method on social media

evaluation

2011 74 6.17

Note: TC: Total citations. C/Y: Citations per year.

6LIM ET AL.

4.2 |Cluster 2: Consumption communities

The second largest cluster in JCB contains 151 articles that have been

cited 4653 times, averaging 30.81 citations per article, which is more

than double than that of the first cluster. The average publication year

of the articles in the cluster stands at 2014, indicating that research in

this cluster is older than most of the other clusters, which can also

explain the impact that this cluster has made as citations tend to grow

over time. The central theme of this cluster is consumption communi-

ties. The top cited articles in this cluster showcase the different

groups of consumers that share an interest in a particular consump-

tion or consumption ideology. Albinsson and Yasanthi Perera (2012)

highlighted the alternative marketplaces in the 21st century such as

the sharing economy, wherein collaborative consumption manifests

(Möhlmann, 2015). Other scholars such as Heinonen (2011) dived into

consumer activity on social media while Black and Cherrier (2010) and

Ozanne and Ballantine (2010) shed light on the implications of the

anti-consumption movement for sustainable consumption and the

sharing economy.

4.3 |Cluster 3: Consumption value

The third largest cluster in JCB consists of 130 articles that have been

cited 1916 times, averaging 14.74 citations per article. The average

publication year of the articles in the cluster stands at 2017, indicating

that research in this cluster is fairly recent. The central theme of this

cluster is consumption value. The top cited articles in this cluster high-

light the importance of value in consumption. Gallarza et al. (2011)

analysed customer value research, providing deeper insights into the

TABLE 2 Journals citing Journal of

Consumer Behaviour Journal TC IF ABDC CABS

Sustainability 391 3.889 NA NA

Journal of Consumer Behaviour 342 3.199 A 2

Journal of Retailing and Consumer Services 281 10.972 A 2

Journal of Business Research 272 10.969 A 3

Journal of Cleaner Production 153 11.072 A 2

International Journal of Consumer Studies 149 7.096 A 2

Psychology and Marketing 141 5.507 A 3

Journal of Marketing Management 123 4.707 A 2

Frontiers in Psychology 120 4.232 NA NA

European Journal of Marketing 110 5.181 A* 3

British Food Journal 91 3.224 B 1

Asia Pacific Journal of Marketing and Logistics 89 4.643 A 1

Appetite 87 5.016 A NA

Journal of Consumer Marketing 86 NA A 1

International Journal of Retail and Distribution Management 85 4.743 NA 2

International Journal of Hospitality Management 83 10.427 A* 3

Journal of Business Ethics 83 6.331 A 3

Journal of Product and Brand Management 82 5.248 A 1

Computers in Human Behavior 79 8.957 A 2

International Journal of Advertising 67 5.888 A 2

Food Quality and Preference 60 6.345 A NA

Journal of Islamic Marketing 55 N/A B NA

International Journal of Environmental Research and Public Health 54 4.614 NA NA

Journal of Fashion Marketing and Management 53 4.184 B 1

Technological Forecasting and Social Change 52 10.884 A 3

Young Consumers 52 NA B 1

International Journal of Contemporary Hospitality Management 51 9.321 A 3

Australasian Marketing Journal 48 NA A 1

Journal of Services Marketing 48 5.246 A 2

Internet Research 46 6.353 A 3

Abbreviations: ABDC, Australian Business Deans Council (Journal Quality List Rank); CABS, Chartered

Association of Business Schools (Academic Journal Guide Rating); IF, impact factor. NA, not available; TC,

total citations.

LIM ET AL.7

TABLE 3 Summary of major clusters (themes) in Journal of Consumer Behaviour

Author(s) Title Year TC

Cluster 1: Consumer information processing (TP: 223; TC: 2792; APY: 2017)

Schindler and Bickart Perceived helpfulness of online consumer reviews: The role of message content and

style

2012 210

Mai and Hoffmann Taste lovers versus nutrition fact seekers: How health consciousness and self-efficacy

determine the way consumers choose food products

2012 110

Flavián, Gurrea, and Orús Choice confidence in the webrooming purchase process: The impact of online positive

reviews and the motivation to touch

2016 99

Racherla, Mandviwalla, and Connolly Factors affecting consumers' trust in online product reviews 2012 92

Roy and Ng Regulatory focus and preference reversal between hedonic and utilitarian consumption 2012 80

Cluster 2: Consumption communities (TP: 151; TC: 4653; APY: 2014)

Möhlmann Collaborative consumption: Determinants of satisfaction and the likelihood of using a

sharing economy option again

2015 685

Heinonen Consumer activity in social media: Managerial approaches to consumers' social media

behavior

2011 328

Albinsson and Yasanthi Perera Alternative marketplaces in the 21st century: Building community through sharing

events

2012 307

Ozanne and Ballantine Sharing as a form of anti-consumption? An examination of toy library users 2010 227

Black and Cherrier Anti-consumption as part of living a sustainable lifestyle: Daily practices, contextual

motivations and subjective values

2010 186

Cluster 3: Consumption value (TP: 130; TC: 1916; APY: 2017)

Gallarza, Gil-Saura, and Holbrook The value of value: Further excursions on the meaning and role of customer value 2011 231

Debevec, Schewe, Madden, and

Diamond

Are today's millennials splintering into a new generational cohort? Maybe! 2013 76

Heinrichs, Lim, and Lim Influence of social networking site and user access method on social media evaluation 2011 74

Dennis, Michon, Brakus, Newman, and

Alamanos

New insights into the impact of digital signage as a retail atmospheric tool 2012 54

Andéhn, Nordin, and Nilsson Facets of country image and brand equity: Revisiting the role of product categories in

country-of-origin effect research

2016 52

Cluster 4: Sustainable consumption (TP: 89; TC: 1758; APY: 2018)

Farr-Wharton, Foth, and Choi Identifying factors that promote consumer behaviours causing expired domestic food

waste

2014 179

Jansson, Marell, and Nordlund Exploring consumer adoption of a high involvement eco-innovation using value-belief-

norm theory

2011 170

Burchell, Rettie, and Patel Marketing social norms: Social marketing and the “social norm approach”2013 119

Schuitema and de Groot Green consumerism: The influence of product attributes and values on purchasing

intentions

2015 112

Autio, Heiskanen, and Heinonen Narratives of “green”consumers –The antihero, the environmental hero and the

anarchist

2009 101

Cluster 5: Intergenerational consumer behaviour (TP: 46; TC: 851; APY: 2015)

Dias and Agante Can advergames boost children's healthier eating habits? A comparison between healthy

and non-healthy food

2011 75

Levin and Levin Packaging of healthy and unhealthy food products for children and parents: The relative

influence of licensed characters and brand names

2010 68

Harvey, Stewart, and Ewing Forward or delete: What drives peer-to-peer message propagation across social

networks?

2011 49

Roper and La Niece The importance of brands in the lunch-box choices of low-income British school

children

2009 46

Matthes and Naderer Children's consumption behavior in response to food product placements in movies 2015 45

Cluster 6: Consumer-brand relationship (TP: 34; TC: 471; APY: 2018)

Harris and Dennis Engaging customers on Facebook: Challenges for e-retailers 2011 112

Branaghan and Hildebrand Brand personality, self-congruity, and preference: A knowledge structures approach 2011 41

8LIM ET AL.

meaning and role of customer value, whereas Debevec et al. (2013)

highlighted the differences in the values sought by the older and mil-

lennial generations. Heinrichs et al. (2011) dived into consumer evalu-

ation of social media while Dennis et al. (2012) shed light on the value

of digital signage as a retail atmospheric tool to attract and satisfy

consumers, and Andéhn et al. (2016) showcased the value of the

country-of-origin effect in shaping consumer behaviour toward a

product, and by extension, brand equity.

4.4 |Cluster 4: Sustainable consumption

The fourth largest cluster in JCB constitutes 89 articles that have

been cited 1758 times, averaging 19.71 citations per article. The

average publication year of the articles in the cluster stands at 2018,

which is the highest among all clusters, indicating that research in

this cluster is the most recent in JCB. The central theme of this clus-

ter is sustainable consumption. The top cited articles in this cluster

demonstrate the different ways in which consumers can consume

(un)sustainably. Farr-Wharton et al. (2014) identified the factors

driving consumer food waste, whereas Jansson et al. (2011) explored

consumer adoption of eco-innovation products while Autio et al.

(2009) and Schuitema and de Groot (2015) shed light on green con-

sumerism. The social aspect of sustainable consumption is also dis-

cussed, as seen through Burchell et al. (2013), wherein social

marketing is earmarked as a means to drive socially desirable behav-

iour (e.g., sustainable consumption).

4.5 |Cluster 5: Intergenerational consumer

behaviour

The fifth largest cluster in JCB encapsulates 46 articles that have

been cited 851 times, averaging 18.50 citations per article. The

average publication year of the articles in the cluster stands at

2015, indicating that the research in this cluster is older than most

of the other clusters, though its citation remains low, which could

be explained by the smaller number of articles that have contributed

to the theme of this cluster. Noteworthily, the central theme of this

cluster is intergenerational consumer behaviour. Dias and Agante

(2011) examined the role of advergames on the children's eating

habits, whereas Levin and Levin (2010) explored the influence of

brand names on children's and parents' food choices while Harvey

et al. (2011) highlighted social media as a driver of consumption

among undergraduates. Roper and La Niece (2009) and Matthes and

Naderer (2015) also investigated the consumption choices among

children, with a focus on lunch-box choices and food product place-

ments in movies, respectively.

4.6 |Cluster 6: Consumer-brand relationship

The sixth largest cluster in JCB includes 34 articles that have been

cited 471 times, averaging 13.85 citations per article. The average

publication year of the articles in the cluster stands at 2018, indicating

that the research in this cluster is fairly recent. The central theme of

TABLE 3 (Continued)

Author(s) Title Year TC

Youn and Jin Reconnecting with the past in social media: The moderating role of social influence in

nostalgia marketing on Pinterest

2017 35

Sicilia, Delgado-Ballester, and Palazon The need to belong and self-disclosure in positive word-of-mouth behaviours: The

moderating effect of self-brand connection

2016 34

Li Primacy effect or recency effect? A long-term memory test of super bowl commercials 2010 33

Cluster 7: Consumer ethics (TP: 29; TC: 634; APY: 2016)

Neilson Boycott or buycott? Understanding political consumerism 2010 146

Moschis and Ong Religiosity and consumer behavior ofolder adults: A study of subcultural influences in Malaysia 2011 72

Choi Religion, religiosity, and South Korean consumer switching behaviors 2010 59

Green and Peloza How do consumers infer corporate social responsibility? The role of organisation size 2014 57

Brunk Reputation building: Beyond our control? Inferences in consumers' ethical perception

formation

2010 44

Cluster 8: Conditional relationships in consumer behaviour (TP: 21; TC: 159; APY: 2018)

Shukla, Banerjee, and Adidam The moderating influence of socio-demographic factors on the relationship between

consumer psychographics and the attitude towards private label brands

2013 38

Nenycz-Thiel and Romaniuk The real difference between consumers' perceptions of private labels and national brands 2014 27

Stocchi, Driesener, and Nenycz-Thiel Brand image and brand loyalty: Do they show the same deviations from a common

underlying pattern?

2015 20

Prugsamatz, Lowe, and Alpert Modelling consumer entertainment software choice: An exploratory examination of key

attributes, and differences by gamer segment

2010 17

Bowe, Lockshin, Lee, and Rungie Old dogs, new tricks –Rethinking country-image studies 2013 15

Abbreviations: APY average publication year; TC, total citations; TP, total publications.

LIM ET AL.9

this cluster is consumer-brand relationship. The top cited articles in this

cluster reveal consumer interactions with brands and its impact of on

consumerbrand relationship. Harris and Dennis (2011) examined the

challenges that brands face in engaging consumers on social media,

whereas Branaghan and Hildebrand (2011) investigated the relation-

ships between brand personality, self-congruity, and consumer prefer-

ence. Similar relations were also explored by Youn and Jin (2017),

who concentrated on consumer nostalgia, Sicilia et al. (2016), who

dedicated on word of mouth, and Li (2009), who focused on consumer

recall.

4.7 |Cluster 7: Consumer ethics

The seventh largest cluster in JCB incorporates 29 articles that have

been cited 634 times, averaging 21.86 citations per article. Note-

worthily, this cluster has the highest average citations, signalling the

high impact of research in this cluster. The average publication year

of the articles in the cluster stands at 2016, indicating that the

research in this cluster is older than most of the other clusters. The

central theme of this cluster is consumer ethics. The top cited arti-

cles in this cluster demonstrate the different factors that shape con-

sumer ethics and the resulting behaviours. Neilson (2010)

introduced the concepts of boycotting (i.e., not buying a product as

a means to punish undesirable behaviour) and “buycotting”

(i.e., buying a product as a means of rewarding desirable behaviour).

Moschis and Ong (2011) and Choi (2009) highlighted the impor-

tance of religiosity in shaping consumer ethics and their equivalent

behaviour (e.g., preference, switching). Other scholars such as Green

and Peloza (2014) explored how consumers infer corporate social

responsibility while Brunk (2010) investigated the formation of ethi-

cal perceptions among consumers.

4.8 |Cluster 8: Conditional relationships in

consumer behaviour

The eighth largest cluster in JCB is made up of 21 articles that have

been cited 159 times, averaging 7.57 citations per article. The average

publication year of the articles in the cluster stands at 2018, indicating

that the research in this cluster is fairly recent. The central theme of

this cluster is conditional relationships in consumer behaviour. The top

cited articles in this cluster highlight the importance of causal investi-

gations in establishing the conditions for the occurrence or non-

occurrence of a particular consumer behaviour. Shukla et al. (2013)

demonstrated the moderating role of socio-demographics on the rela-

tionship between consumer psychographics and their attitude toward

private label brands, whereas Nenycz-Thiel and Romaniuk (2014)

established the differences in consumer perception across national

and private label brands. Other scholars such as Stocchi et al. (2015)

FIGURE 6 Year-wise publication in each major cluster (theme) between 2009 and 2022. Cluster 1: Consumer information processing. Cluster

2: Consumption communities. Cluster 3: Consumption value. Cluster 4: Sustainable consumption. Cluster 5: Intergenerational consumer

behaviour. Cluster 6: Consumer-brand relationship. Cluster 7: Consumer ethics. Cluster 8: Conditional relationships in consumer behaviour.

[Colour figure can be viewed at wileyonlinelibrary.com]

10 LIM ET AL.

highlighted the deviations in consumers' brand loyalty while Prugsa-

matz et al. (2010) revealed the differences in consumer entertainment

software choice by gamer segment and Bowe et al. (2013) shed light

on the biases in consumer perception due the differences of country

of origin and country of destination images.

5|SCIENCE MAPPING OF THE EMERGING

THEMES IN JCB

To identify the emerging themes of consumer behaviour research in

JCB, the publication trends of each major cluster (theme) was analysed

alongside a bibliographic coupling analysis of JCB articles published

within the last 5 years (2018–2022).

Figure 6presents a year-wise summary of publication in each

major cluster (theme). Since the combined publication share of these

clusters is fairly high (98%), the trends depicted in the figure illus-

trate a reasonably accurate picture of the thematic evolution of con-

sumer behaviour research in JCB. Focusing on the recent years,

Clusters 1, 3, 4, and 6 have proliferated exponentially, signalling that

consumer information processing, consumption value, sustainable

consumption, and consumer-brand relationship are among the

trending themes in JCB. In contrast, Clusters 2 and 5, which deal

with research on consumption communities and intergenerational

consumer behaviour, remain relatively small, and thus, require mean-

ingful stimulation to improve its productivity. It is also worth noting

the growth of Clusters 7 and 8, which relate to research on con-

sumer ethics and conditional relationships in consumer behaviour, as

they have experienced a noteworthy spike and thus appear to be

trending in recent years.

Figure 7presents the bibliographic coupling network of JCB arti-

cles published within the last 5 years (2018–2022). These articles

have primarily focused on trending topics relating to consumer neuro-

science (Harris et al., 2018), consumer purchase of green products

(Berger, 2019) and organic food (Konuk, 2018), consumer food waste

(Hamerman et al., 2018), influencer marketing (von Mettenheim &

Wiedmann, 2021), as well as panic buying (Naeem & Ozuem, 2021)

and impulsive behaviour (Ramadan et al., 2021). These contemporary

topics generally relate to the major themes of consumer ethics and

sustainable consumption, indicating that JCB has proactively published

relevant and timely consumer behaviour research in response to

externalities such as the COVID-19 pandemic and the global move-

ment toward environmental social governance (ESG) and sustainable

development goals (SDGs).

FIGURE 7 Bibliographic coupling network for Journal of Consumer Behaviour articles published between 2018 and 2022 [Colour figure can be

viewed at wileyonlinelibrary.com]

LIM ET AL.11

6|CONCLUSION

To this end, this article has offered a retrospective review of con-

sumer behaviour research in JCB using a corpus of 737 articles pub-

lished between 2009 and 2022. In doing so, this article sheds light on

the collaboration (co-authorships), global reach (countries), productiv-

ity (publications), impact (citations), and knowledge (themes, topics) of

consumer behaviour research in JCB. The key takeaways from this ret-

rospection are presented as follows.

First, the analysis of publication and citation trends of JCB (RQ1)

revealed that the journal has grown substantially in terms of its pro-

ductivity (publication) and impact (citation). This can be attributed to a

growing culture of collaboration, where authors have chosen to work

in groups and on a global scale. The continued encouragement of col-

laboration should be beneficial for enhancing the diversity and inclu-

sivity of both consumer behaviour research and researchers. This can

be done through explicit calls for special issues on cross-country

research, as well as maintaining the publishing pipeline of multi-

authored articles with the inclusion of a CRediT (Contributor Roles

Taxonomy) author statement to provide greater transparency of

author contributions to these articles.

Second, the analysis of the most cited articles in JCB (RQ2)

revealed that the majority of the most cited articles are multi-

authored and have more than 100 citations. The average publication

year of these articles stands at 2011.93. This indicates the seminal

role of these articles in stimulating and supporting new consumer

behaviour research. Thus, prospective authors intending to submit

their research to JCB should consider these high-impact articles,

where appropriate.

Third, the analysis of journals citing JCB (RQ3) revealed that the

journal's appeal is interdisciplinary and that it has influenced the con-

tent published in outlets outside its own discipline. The citing journals

are also of high quality, with 22 of the top 30 most citing journals hav-

ing a rank of “A*”or “A”by the Australian Business Deans Council.

This reflects the high quality and relevance of consumer behaviour

research in JCB for a wide range of subject areas.

Fourth, the major themes in JCB (RQ4) revolve around consumer

information processing,consumption communities,consumption value,

sustainable consumption,intergenerational consumer behaviour,con-

sumer-brand relationship,consumer ethics, and conditional relationships

in consumer behaviour. These themes suggest that consumer behav-

iour is complex, multifaceted, and understood from multiple

perspectives.

Fifth, in recent times, the major topics in JCB (RQ5) involve con-

sumer neuroscience,consumer wastage,green consumption, as well as

panic buying and impulse behaviour, which revolve around the themes

of consumer ethics and sustainable consumption. Indeed, these topics

are highly contemporary as they reflect a proactive response to exter-

nalities such as the COVID-19 pandemic and the global ESG and

SDGs movement.

Moving forward, prospective authors can consider a range of con-

temporary topics to enrich understanding across the eight major

themes of consumer behaviour research in JCB.

In terms of consumer information processing, future research can

consider using neuroscientific methods to gain finer-grained insights

into consumer responses when interacting with various sources of

information (Lim, 2018). While brain imaging remains the state of the

art, alternatives such as eye trackers and wearables may be easily

accessible and more affordable, and thus, can be considered.

In terms of consumption communities, future research can consider

broadening to a wider range of communities. The digital era has

brought a plethora of opportunities for consumers to engage in online

communities. While social media communities are prevalent, the

nature and types of social media (e.g., Clubhouse, TikTok) continue to

evolve, and thus, necessitate continuing research (Lim & Rasul, 2022).

Similarly, new research is required to curate an understanding of

emerging online communities such as those occurring in the meta-

verse as well as those where consumers interact with new-age tech-

nologies such as conversational agents.

In terms of consumption value, future research can consider

exploring the trajectory of values sought by consumers. The

COVID-19 pandemic has led to an unprecedented transformation of

consumer lives as well as a rethink of consumer priorities in life. In this

regard, future research can explore the different roles enacted by con-

sumers (e.g., child, employee, parent, spouse) and the values they seek

through consumption across their different life domains.

In terms of sustainable consumption, future research can consider

the ambitious pursuit of convincing and encouraging mainstream con-

sumers to embrace sustainable consumption. More often than not,

the efforts to promote sustainable consumption appeal to consumers

who are already inclined toward sustainability. In this regard, future

research is encouraged to examine the covert and overt behavioural

controls that prevent mainstream consumers from engaging in sus-

tainable consumption as well as the equivalent ways to overcome

these issues (Lim & Weissmann, 2022).

In terms of intergenerational consumers, future research can con-

sider broadening the scope of consumers studied. Noteworthily, most

studies in this area have focused on children and young consumers.

However, consumers from different generations are transitioning into

different life phases (e.g., baby boomers and Gen X are now a part of

the aging population while millennials or Gen Y are no longer consid-

ered as young consumers), and thus, their needs and wants will evolve

accordingly (Lim, 2022b). Therefore, new research is required to cap-

ture the evolution of consumer behaviour across generations from

both the new generation and the transitional generation perspectives.

In terms of consumer-brand relationships, future research can con-

sider exploring how brands can use new-age technologies such as vir-

tual, augmented, and mixed realities to engage with consumers (Lim &

Rasul, 2022). With digital natives and digital immigrants both becom-

ing comfortable and well-versed with technology in the new normal,

consumer behaviour researchers will need to step up to provide new,

pragmatic solutions that will enable brands to foster long-term, win-

win relationships with consumers in a contemporarily relevant way.

In terms of consumer ethics, future research can consider reinves-

tigating consumer perceptions toward corporate initiatives that are

mandated versus voluntary. Noteworthily, many countries around the

12 LIM ET AL.

world, including developing countries such as India, have mandated

corporate social responsibility (Prasad et al., 2022) as well as ESG

reporting (Lim, Ciasullo, Douglas, & Kumar, 2022). In this regard, it

should also be worth investigating how brands can go about engaging

in voluntary actions in a mandated environment and the equivalent

consumer reactions toward such actions, as well as consumer reac-

tions toward brands that engage in contentious issues such as humble

bragging and sustainability washing.

In terms of conditional relationships in consumer behaviour, future

research can consider employing asymmetrical techniques such as

fuzzy set qualitative comparative analysis (fsQCA) (Kumar, Sahoo,

et al., 2022) as well as experimental techniques involving data parti-

tioning (Lim et al., 2019) and a pretest-posttest, posttest-only, or a

Solomon experimental design (Lim, Ahmed, & Ali, 2022) in before, dur-

ing, and after settings (Lim, 2021). This should enrich understanding

of the conditions that will and will not activate—including the magni-

tude of activation—a plethora of consumer behaviour (e.g., different

types of attitude, belief, cognition, emotion, perception, intention, and

action).

Apart from consumer information processing,consumption commu-

nities,consumption value,sustainable consumption,intergenerational

consumer behaviour,consumer-brand relationship,consumer ethics, and

conditional relationships in consumer behaviour, future research should

also consider several emerging and important trends that are shaping

the future of consumer behaviour.

First, new-age technologies emerge as new industrial revolutions

manifest. In the present era of the fourth industrial revolution (IR4.0),

such technologies include artificial intelligence (e.g., conversational

agent; Lim, Kumar, Verma, & Chaturvedi, 2022) and virtual reality

(e.g., metaverse; Lim, Rasul, Kumar, & Ala, 2022). As mentioned, we

highly encourage new research to explore consumer engagement with

new-age technologies—not just from the technology perspective

(e.g., adoption, continuance, resistance) but also from the behavioural,

cybersecurity, economic, ethical, psychological, and sociological per-

spectives, among others.

Next, consumer behaviour changes as the environment they live

in evolves over time. Noteworthily, consumers today live in a hyper-

connected world where information is readily available, communi-

cated, and shared. In this regard, consumers have more information in

the present than in the past, which implies that entities

(e.g., government, marketers) that wish to influence consumers will

need to unteach in order to teach them something (new) that will alter

and shape their perceptions in a desired way (Lim, 2020a,2020b).

Nonetheless, consumers may be indecisive given the amount of infor-

mation that they now have to consider or process in order to make a

decision. Therefore, future research is encouraged to examine the

evolutionary perspectives of consumer behaviour in order to understand

the cycles and waves of changes in consumer behaviour.

Last but not least, the world is in a dire state that requires a major

change/shift in consumer behaviour. Planetary health, which is con-

cerned with the health or wellbeing of human civilization as well as

the inhabitants and the environment in the natural ecosystem

(Lim, 2022a; Lim, Ciasullo, Douglas, & Kumar, 2022), is at risk with the

exacerbation of environmental issues such as climate change, environ-

mental degradation, and natural resource depletion, as well as social

issues such as hardcore and urban poverty, among others. In this

regard, new research that examines consumer roles in addressing grand

challenges are crucial to address these challenges and navigate the

world toward a path of inclusive growth and shared prosperity.

Taken collectively, this retrospective review of JCB, including the

prospective ways forward, should serve as a useful guide for under-

standing the current and future evolution and trends of consumer

behaviour research.

ACKNOWLEDGMENTS

The authors greatly appreciate the valuable inputs to improve the arti-

cle from Journal of Consumer Behaviour's editor in chiefs and the anon-

ymous referees.

CONFLICT OF INTEREST

The authors declare no conflicts of interest.

DATA AVAILABILITY STATEMENT

The data that support the findings of this study are available from the

corresponding author upon reasonable request.

ORCID

Weng Marc Lim https://orcid.org/0000-0001-7196-1923

Satish Kumar https://orcid.org/0000-0001-5200-1476

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AUTHOR BIOGRAPHIES

Weng Marc Lim is a Professor and the Dean of Sunway Business

School, Sunway University, Selangor, Malaysia. He is also an

Adjunct Professor at Swinburne University of Technology's home

campus in Melbourne, Australia and international branch campus

in Sarawak, Malaysia. His research interests include experimenta-

tion, scientometrics, and strategic marketing. Marc's work has

appeared in many international journals ranked “A*”and “A”such

as European Journal of Marketing,Industrial Marketing Management,

Journal of Advertising,Journal of Advertising Research,Journal of

Business Research,Journal of Business and Industrial Marketing,

Journal of Consumer Behaviour,International Journal of Consumer

Studies,Journal of International Marketing,Journal of Strategic Mar-

keting,Marketing Intelligence & Planning,and Psychology & Market-

ing, among others.

Satish Kumar is an Associate Professor in the Department of

Management Studies at Malaviya National Institute of Technology

in Jaipur, India and an Adjunct Professor in the Faculty of Busi-

ness, Design and Arts at Swinburne University of Technology's

international branch campus in Sarawak, Malaysia. He is the lead-

ing bibliometric analysis expert in business whose reviews have

appeared in numerous journals ranked FT50, “A*”,or“A”such as

British Journal of Management,European Financial Management,

European Journal of Finance,Global Finance Journal,Journal of Busi-

ness Research,Journal of Business and Industrial Marketing,Journal

of Service Research,Journal of Service Theory and Practice,Interna-

tional Journal of Information Management,International Journal of

Managerial Finance,International Journal of Research in Marketing,

and Small Business Economics, among others.

Nitesh Pandey is an Assistant Professor in the Amrita School of

Business Coimbatore, Amrita Vishwa Vidyapeetham University,

India. He has published in numerous journals ranked FT50, “A*”,

or “A”such as Contemporary Accounting Research,British Journal

of Management,European Financial Management,European Journal

of Finance,Global Finance Journal,International Journal of Informa-

tion Management,and Journal of Business Research, among others.

Deepak Verma is an Assistant Professor in the Department of

Management Studies, Malaviya National Institute of Technology

in Jaipur, India and teaches courses related to statistical decision-

making, data analytics and visualization, and research methods.

His research interests include understanding behavior in digital/

online environments with a special focus on issues relating to

technology adoption, diffusion, and use. He has published in Jour-

nal of Consumer Affairs,Benchmarking: An International Journal,

International Journal of Bank Marketing,Asia Pacific Journal of Infor-

mation Systems,Journal of Applied Research in Higher Education,

International Journal of Services and Operations Management,Quali-

tative Research in Financial Markets,and The Bottom Line, among

others.

Divesh Kumar holds a PhD in Marketing from the Department of

Management Studies, Indian Institute of Technology (IIT), Roor-

kee. Presently, he is an Assistant Professor (Marketing) in the

Department of Management Studies, Malaviya National Institute

of Technology in Jaipur, India. His research has been published in

various journals of international repute, most of which are ranked

and indexed by the Australian Business Deans Council (ABDC),

Scopus, and Social Science Citation Index (Clarivate Analytics). His

current research interests include sustainability marketing, green

consumer behavior, and value co-creation. He has also won

numerous awards such as the Emerald IAM South Asian Manage-

ment Research Fund Award.

How to cite this article: Lim, W. M., Kumar, S., Pandey, N.,

Verma, D., & Kumar, D. (2022). Evolution and trends in

consumer behaviour: Insights from Journal of Consumer

Behaviour.Journal of Consumer Behaviour,1–16. https://doi.

org/10.1002/cb.2118

16 LIM ET AL.

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Customer engagement (CE) is a marketing concept of great importance and the rise of social media has further amplified the importance of this concept. Yet, our understanding of the progress of CE research remains limited due to the absence of a one-stop state-of-the-art overview of the concept that considers its manifestation on social media. To address this gap, we review CE research on social media since the beginning of the present millennium using the PRISMA protocol for systematic reviews. The outcome of our review reveals the antecedents, decisions, and outcomes; the theories, contexts, and methods; and the ways forward for advancing knowledge, improving representation, and enhancing rigor with respect to future research on CE and social media. Keywords: Customer engagement, marketing, social media, systematic review.

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In marketing, personalization is the action of designing and producing in ways that resonate with customer preferences. Content and products that are personalized according to customer preferences can reduce customer fatigue and time in making choices, thereby decreasing their cognitive load. Despite its importance, the literature on personalized marketing remains fragmented due to the absence of a comprehensive review that consolidates the intellectual structure of the field. This study bridges this knowledge gap through a bibliometric review using performance analysis and science mapping. Through a comprehensive review of 383 publications, this study reveals the publication and citation trends, the most prolific authors, journals, and publications, and six major themes (i.e., personalized recommendation, personalized relationship, personalization–privacy paradox, personalized advertising, personalization concept and discourse in marketing, and customer insights in personalized marketing) that characterize the body of knowledge on personalized marketing. The study concludes with future research directions as ways forward for personalized marketing, wherein a focus on new-age technologies involving artificial intelligence, big data, blockchain, internet of things, and wearables is encouraged to explore for new ways to curate personalized experiences across online and offline channels.

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CORP GOV

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J Health Organisat Manag

Purpose – Healthcare policies around the globe are aimed at achieving patient-centeredness. The patient is understood as a prosumer of healthcare, wherein healthcare service co-production and value co-creation take center stage. The article endeavors to unpack the state of the literature on the innovations promoting the transition towards patient-centeredness, informing policy and management interventions fostering the reconceptualization of the patient as a prosumer of healthcare services. Methods – A hybrid review methodology consisting of a bibliometric-interpretive review following the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) protocol is used. The bibliometric component enabled us to objectively map the extant scientific knowledge into research streams, whereas the interpretive component facilitated the critical analysis of research streams. Findings – Patient-centeredness relies on a bundle of innovations that are enacted through a cycle of patients’ activation, empowerment, involvement, and engagement, wherein the omission of any steps arrests the transition towards service co-production and value co-creation. Institutional, organizational, and cognitive barriers should be overcome to boost the transition of patients from consumers to prosumers in a patient-centered model of healthcare. Originality – The article delivers the state of the art of the scientific literature in the field of innovations aimed at sustaining the transition towards patient-centeredness and provides some food for thoughts to scholars and practitioners who wish to push forward service co-production and value co-creation in healthcare.

Guidelines for advancing theory and practice through bibliometric research

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Apr 2022
J BUS RES

Bibliometric research presents unique opportunities to contribute to theory and practice. Top journals from various disciplines have published numerous highly impactful articles utilizing bibliometric techniques to study different fields’ evolutionary nuances and capture emerging trends. However, studies using bibliometric techniques have often attracted criticism for failing to adequately link their derived analytical and visual outputs with theory building and practice improvement. Consequently, we ask the following question: How can bibliometric research contribute to theory and practice? To this end, this editorial (i) premiers the characteristics and distinct contributions of bibliometric research and (ii) proposes a multifaceted approach that (a) researchers can utilize to develop and demonstrate the potential contributions of their bibliometric research and (b) referees (e.g., editors and reviewers) can rely on to effectively decipher and evaluate the framing, positioning, and contributions of bibliometric research. In doing so, we hope to enhance the understanding and contributions of bibliometric research in advancing theory and practice.

Giving electronic word of mouth (eWOM) as a prepurchase behavior: The case of online group buying

Article

Jul 2022
J BUS RES

Electronic word of mouth (eWOM) has traditionally been examined as a prepurchase behavior when it is sought (eWOM-seeking) and a postpurchase behavior when it is given (eWOM-giving). This research extends understanding of referral behavior by providing fresh insights into giving eWOM as a prepurchase behavior using the case of online group buying. Using a between-subjects Solomon experiment, this research finds that consumers are more likely to give prepurchase eWOM for online group purchases for utilitarian products paired with affective messages and larger discount prices than for hedonic products promoted under the same combination of marketing stimuli. This research also furnishes actionable guidelines for marketers to develop marketing-mix strategies that encourage target customers to actively give prepurchase eWOM for online group purchases, including the boundaries in situations in which additional investments beyond what is required do not further enlarge the size of online buyer aggregation.

Contemporary Accounting Research: A Retrospective Between 1984 and 2021 Using Bibliometric Analysis

Article

Mar 2022
CONTEMP ACCOUNT RES

This study critically evaluates research published by Contemporary Accounting Research (CAR) between 1984 and 2021 using bibliometric analysis. We examine the following: (1) CAR’s publication quality and the factors associated with its citations, and (2) CAR’s scope regarding research diversity, methods, author geographical dispersion, and collaborative networks. The methodology permits observing finer collaboration details and research patterns not apparent by simply categorizing the data. We use tools such as performance analysis, co-authorship analysis, bibliographic coupling, and regression analysis. The bibliometric analysis shows improvement in CAR’s CiteScore and source normalized impact per paper (SNIP) over time, consistent with publishing high-quality research. Our analysis reveals that authors’ geographical affiliations, research subject areas, and research methods are not systematically associated with citations across our various subsamples. A notable exception is that research on audit topics generates more citations than studies examining financial accounting topics. Other factors with a significant and positive association with citations include article age, article length, number of authors, order of author names, and number of references. We also show that CAR has become more diverse regarding author affiliations, subject areas, and research methods than most leading accounting journals. Only Accounting, Organization and Society emerges as more diverse, thereby serving as a benchmark for CAR in the future. CAR should consider focusing on high-interest areas to boost citations and tightening its acceptance criteria.

From Direct Marketing to Interactive Marketing: A Retrospective Review of the Journal of Research in Interactive Marketing

Article

Mar 2022

Abstract Purpose – This study aims to present a retrospective of the Journal of Research in Interactive Marketing (JRIM) on its 15th anniversary. The retrospective includes an analysis of JRIM’s growth in publication and citation, and an exploration of the journal’s major themes and methodologies employed. Design/Methodology/Approach – This study used a bibliometric methodology consisting of analytical techniques such as performance analysis, co-authorship network analysis, and bibliographic coupling to present a retrospective of JRIM. Findings – This study finds that JRIM has grown consistently in terms of its publications and citations with its major themes being social media, advertising and communication, technology adoption, customer behavior, multi-channel marketing, viral marketing, and relationship marketing. This study also reveals that the journal’s contributing authors tend to employ empirical and quantitative methodologies. Originality – This is the first study to present a retrospective of JRIM and one of the few that present a retrospective of interactive marketing. Besides presenting the major themes, this study also analyzes the growth that such themes have undergone with time and what are the major themes in recent times in relation to the body of knowledge on interactive marketing curated through JRIM. Keywords Journal of Research in Interactive Marketing, Bibliometric analysis, Bibliographic coupling, Co-authorship network analysis, Performance analysis, Interactive marketing