(The Review of Niche Marketing Approach With Bibliometric Analysis)

Abstract

Purpose – The aim of this study is to determine the main themes in the niche marketing literature in the marketing literature and to prepare a conceptual framework for future research in the field of marketing in the field of niche marketing. Design/methodology/approach – In this study, in which quantitative research method was used, for the purpose of the research, the bibliometric analysis method was used through the VOSviewer 1.6.15 software program. All the studies (articles, papers, book reviews, etc.) in the Web of Science Core Collection database have been scanned as “niche marketing” based on Boolean scanning. Between 1983 and 2020, 32 studies were analyzed by bibliometric analysis method with co-citation, co-authorship and co-occurence, and bibliographic coupling analysis. Findings – The results of the research show that there has been an increase in studies on niche marketing since 2017; studies are widely done in the USA; the authors like Anzuka, Cuthbert and Hsu are among the most contributing authors to the literature; Brown (1995), Drea and Hanna (2000), Hollingsworth (2001), Eaton (2006), Malin (2010) and Anzaku and Salau (2017) are the most cited studies; most reference was made in countries such as Canada, New Zealand, China and Turkey; it showed that concepts such as agriculture, clothing, textile, information technologies are used together. Discussion – Although niche marketing is a field of study in which there has been an increase in theoretical studies in recent years, considering the limited number of studies in this field, it emerges as a subject that needs to be researched and examined in terms of both marketing practitioners and academics, which can provide businesses with competitive advantage in different sectors and market segments.