DOI 10.14707/ajbr.220135

Ethnic Marketing in Bibliographic Analysis in 2013 – 2022: Current Trend and Issue

Daniel Hermawan1*
1 Parahyangan Catholic University, Bandung, Indonesia
*Corresponding author:


This study assesses the most relevant themes linked to ethnic marketing by bibliometric analysis utilizing the keywords “ethnic” and “marketing” as input to acquire a comprehensive view of ethnic marketing and understand the current focus of research. Scopus was chosen because it was thought to be the best database for bibliometric analysis. The VOSviewer software was used to show author networks, nations, journals, and keywords as part of a bibliometric analysis. In the period from 2013 to 2022, the study conducted on June 19, 2022 discovered a total of 782 documents. The findings revealed that there were changes in the quantity of ethnic marketing publications from January 1, 2013 to June 19, 2022. The United States leads the globe in ethnic marketing research, with the most publications, lead authors, and research institutes involved. According to keyword analysis, ethnic marketing has focused on themes connected to eight core themes in the last eight years: ethnic identity, Chinese ethnicity, ethnic groups, acculturation, race, marketing, advertising, and health. The bibliometric analysis offered here gives useful information about the primary themes investigated in ethnic marketing as well as the development of future research ideas.

Keywords: Bibliometric, Ethnic, Ethnic marketing, Keywords, Marketing, Research.

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