Gibreel, Omer; Mostafa, Mohamed M.; Kinawy, Ream N.; … - In: Journal of innovation & knowledge : JIK 10 (2025) 2, pp. 1-18
This study offers a thorough examination of viral marketing research during the last two decades to uncover the changing nature of the field. Bibliometric analysis methods are used to analyze 791 peer-reviewed articles written by 1,820 authors and indexed in Scopus and Web of Science (WoS). The...