Research Article
Decoding the Viral Video Phenomenon: A Bibliometric Review of Marketing Strategies (2011-2021)
@INPROCEEDINGS{10.4108/eai.5-12-2023.2354855, author={Mohd Hanif Mohd Omar and Azahar Harun and Abdul Rauf Hj Ridzuan}, title={Decoding the Viral Video Phenomenon: A Bibliometric Review of Marketing Strategies (2011-2021)}, proceedings={Proceedings of the First International Conference on Arts and Culture: “Transforming New Creative Values in Arts and Culture”, INCARTURE 2023, December 5th-6th, 2023, Bandung, Indonesia}, publisher={EAI}, proceedings_a={INCARTURE}, year={2025}, month={5}, keywords={bibliometric; viral video; advertising; e-wom content analysis; marketing}, doi={10.4108/eai.5-12-2023.2354855} }- Mohd Hanif Mohd Omar
Azahar Harun
Abdul Rauf Hj Ridzuan
Year: 2025
Decoding the Viral Video Phenomenon: A Bibliometric Review of Marketing Strategies (2011-2021)
INCARTURE
EAI
DOI: 10.4108/eai.5-12-2023.2354855
Abstract
This study reports on the bibliometric analysis of scrutinized scholarly works from 2011 to 2021, utilizing data derived from the Web of Science (WoS) and Scopus databases. A total of 2542 pertinent publications have been identified and analyzed to understand their characteristics and citation patterns using recognized bibliometric indicators. The findings from a comprehensive bibliometric analysis on the utilization of video virality as a critical marketing tool, with a focus on advertising and marketing. The findings highlight a noticeable surge in publication trends during the COVID-19 pandemic, underscoring the increasing relevance of viral videos in contemporary marketing strategies. Visualization techniques have been employed to generate a word cloud from author-generated and additional keywords, shedding light on the thematic focus of the existing literature. A Sankey diagram further elucidates less prominent topics, predicting their potential prominence in future research endeavors. Building on these insights, the paper posits recommendations for future research. Additionally, the paper encourages collaborative research efforts across countries, explores the psychological, sociological, and cultural impacts of viral content, examines the influence of global events on viral marketing, and anticipates the implications of technological advancements on viral content
