An overview of agricultural marketing research using Bibliometric Coupling techniques
DOI:
https://doi.org/10.56097/binhduonguniversityjournalofscienceandtechnology.v8i4.358Keywords:
Marketing in agriculture; digital transformation; sustainability in marketingAbstract
Analyzing 386 agricultural marketing articles indexed in Scopus from 2000 to
2025, this study utilizes bibliometric coupling, co-citation, and keyword co-occurrence
methods, supported by VOSviewer and Bibliometrix visualizations. The analysis reveals
seven distinct thematic clusters: (1) consumer behavior; (2) technology and digital
transformation; (3) supply chain management and logistics; (4) policy and institutions; (5)
product marketing strategy; (6) sustainable development and climate change; and (7) local
and community initiatives. These themes highlight the convergence of contemporary
marketing thought and the unique attributes of agriculture. Consequently, the study
advocates for a mixed-methods approach in future research to clarify the underlying drivers
of agricultural marketing trends amidst digital transformation.
