A bibliometric and content analysis of marketing-finance interface research from 1986–2021

Abstract

This article applies bibliometric analysis and content analysis in Marketing-Finance interface research. In the bibliometric analysis, the authors applied performance analysis and science mapping to analyze the research themes and the thematical evolvement between 1986 and 2021. In the content analysis, the authors analyze articles published between 2017 and 2021 to reveal new topics, new methods, and potential gaps for future research.

Keywords:

• Bibliometrics
• content analysis
• marketing-finance interface

Disclosure statement

No potential conflict of interest was reported by the authors.

Data availability statement

The data that support the findings of this study are openly available in Open Science Framework (OSF) at doi.org/10.17605/OSF.IO/V6G5A.