Using Bibliometric Analysis to Explore Research Trend of Electronic Word-of-Mouth from 1999 to 2011

Abstract

The study aims to identify the research trend of electronic word-of-mouth. By analyzing 15,898 citations of 327 articles published in journals in Social Sciences Citation Index (SSCI) and Science Citation Index (SCI) in a twelve years period between 1999 and 2011. The study maps the intellectual structure of the electronic word-of-mouth research area. The results provide fundamental insights and recent development on the development of electronic word-of-mouth research.