Sports Marketing and Conceptual Evolution: A Bibliometric Analysis
Sports marketing is a branch of marketing that focuses on promoting sporting events and teams and advertising other products and services concerning sports. This study employs a bibliometric analysis of sports marketing based on Biblioshiny, a web interface for bibliometric analysis. Through a bibli...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2023-08-01
|
| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440231192915 |
| _version_ | 1797733423734849536 |
|---|---|
| author | Suraj Kushe Shekhar Mohd Asif Shah |
| author_facet | Suraj Kushe Shekhar Mohd Asif Shah |
| author_sort | Suraj Kushe Shekhar |
| collection | DOAJ |
| description | Sports marketing is a branch of marketing that focuses on promoting sporting events and teams and advertising other products and services concerning sports. This study employs a bibliometric analysis of sports marketing based on Biblioshiny, a web interface for bibliometric analysis. Through a bibliometric examination of the existing literature in sports marketing, this study analyses the literature by addressing existing and emerging areas and advocating for more attention to the thriving sports sector. Results are interpreted under different sections like dataset, sources, authors, documents, clustering, conceptual structure, intellectual structure, and social structure. It is reported that sports marketing had piqued the interest of various marketing publications since its widespread adoption. The majority of the criteria and collaboration were found to be led by the USA. However, there was seldom any coordination among the several continents. More cooperation between continents is required to take advantage of sports marketing tactics around the world as there are numerous top leagues taking place in sports like football, cricket, and so on. It is suggested that to increase the visibility of sports marketing initiatives, more work is required in niche areas like sponsorship, attitude, image, sports knowledge, and so on. The limitations, implications, and future search areas are also suggested in the paper. |
| first_indexed | 2024-03-12T12:28:52Z |
| format | Article |
| id | doaj.art-9e1f259bb417486a902686fdccc022fa |
| institution | Directory Open Access Journal |
| issn | 2158-2440 |
| language | English |
| last_indexed | 2024-03-12T12:28:52Z |
| publishDate | 2023-08-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj.art-9e1f259bb417486a902686fdccc022fa2023-08-29T18:46:07ZengSAGE PublishingSAGE Open2158-24402023-08-011310.1177/21582440231192915Sports Marketing and Conceptual Evolution: A Bibliometric AnalysisSuraj Kushe Shekhar0Mohd Asif Shah1Vellore Institute of Technology, Tamil Nadu, IndiaUniversity Centre for Research & Development, University School of Business, Chandigarh University, Gharuan, Mohali, Punjab, IndiaSports marketing is a branch of marketing that focuses on promoting sporting events and teams and advertising other products and services concerning sports. This study employs a bibliometric analysis of sports marketing based on Biblioshiny, a web interface for bibliometric analysis. Through a bibliometric examination of the existing literature in sports marketing, this study analyses the literature by addressing existing and emerging areas and advocating for more attention to the thriving sports sector. Results are interpreted under different sections like dataset, sources, authors, documents, clustering, conceptual structure, intellectual structure, and social structure. It is reported that sports marketing had piqued the interest of various marketing publications since its widespread adoption. The majority of the criteria and collaboration were found to be led by the USA. However, there was seldom any coordination among the several continents. More cooperation between continents is required to take advantage of sports marketing tactics around the world as there are numerous top leagues taking place in sports like football, cricket, and so on. It is suggested that to increase the visibility of sports marketing initiatives, more work is required in niche areas like sponsorship, attitude, image, sports knowledge, and so on. The limitations, implications, and future search areas are also suggested in the paper.https://doi.org/10.1177/21582440231192915 |
| spellingShingle | Suraj Kushe Shekhar Mohd Asif Shah Sports Marketing and Conceptual Evolution: A Bibliometric Analysis SAGE Open |
| title | Sports Marketing and Conceptual Evolution: A Bibliometric Analysis |
| title_full | Sports Marketing and Conceptual Evolution: A Bibliometric Analysis |
| title_fullStr | Sports Marketing and Conceptual Evolution: A Bibliometric Analysis |
| title_full_unstemmed | Sports Marketing and Conceptual Evolution: A Bibliometric Analysis |
| title_short | Sports Marketing and Conceptual Evolution: A Bibliometric Analysis |
| title_sort | sports marketing and conceptual evolution a bibliometric analysis |
| url | https://doi.org/10.1177/21582440231192915 |
| work_keys_str_mv | AT surajkusheshekhar sportsmarketingandconceptualevolutionabibliometricanalysis AT mohdasifshah sportsmarketingandconceptualevolutionabibliometricanalysis |