Figures & data
Table 1. Most cited authors and journals where their works are published.
Table 2. Co-authorship analysis (on the basis of universities) on viral marketing literature.
Table 3. Bibliographic matching analysis in terms of countries related to the literature.
Figure 8. A collaborative analysis of the keywords in the viral marketing article on the basis of categories.
![Figure 8. A collaborative analysis of the keywords in the viral marketing article on the basis of categories.](/cms/asset/c54d4ce1-d97c-4201-9ea2-419c112b48bf/oabm_a_2364847_f0008_c.jpg)
Table 4. Content analysis of studies in viral marketing literature.
Figure 9. Figure 8 research framework—prominent categories and trends in viral marketing literature.
![Figure 9. Figure 8 research framework—prominent categories and trends in viral marketing literature.](/cms/asset/223996b3-6516-4317-8a1c-fb368f1f6740/oabm_a_2364847_f0009_c.jpg)
Data availability statement
The datasets generated during and/or analysed during the current study are available in the Web of Science database repository, https://www.webofscience.com/wos/woscc/summary/4b0318fc-b7f1-4cce-b118-a2809999cadd 5edd628c/relevance/1