A Panoramic View of Event Marketing on the Scopus Database

Abstract

Purpose – This study aims to investigate the scientific growth of the event marketing field from a panoramic view through the Scopus database. Design/methodology/approach – For the research’s purpose, 140 articles on event marketing published between 1990 and 2020 in the Scopus database were chosen as a research sample. The data was analyzed using the R-Studio bibliometric analysis program (factor, collaboration, co-occurrence networks, and descriptive data analysis). Findings – Results showed that the year in which the most articles were published was 2016. While Event Management was the journal in which the most articles were published in this field, Tourism Management was the most cited journal. In terms of the number of publications, Angeline G. Close and Russell Lacey have made significant contributions to this field. It was revealed that the words in the articles were used together in different dimensions (3 in the titles, 3 in the abstracts and 7 in the keywords). Results also indicated that the United States of America, China, and Australia were the countries that published a large number of articles on the field, and the articles mainly focus on brand, behavioral intentions, social media, communication and sponsorship. Discussion – Examining the event marketing-related papers in the Scopus database reveals that specific subjects (brands, etc.) and events (sports and festivals) are highlighted. Consequently, it turns out that other topics are relatively limited (travel, accommodation, entertainment, education, scientific, gastronomy, cultural heritage and religious, etc.). In this context, based on the research findings, several implications and recommendations for the future are provided.