| 000 | 02198nam a2200145 4500 | ||
|---|---|---|---|
| 008 | 250707b |||||||| |||| 00| 0 eng d | ||
| 100 | _aRuchika Rastogi | ||
| 245 | _aBibliometric Analysis of Omnichannel Retailing Trends : Insights from the Last 19 Years | ||
| 300 | _app45-65 | ||
| 520 | _aPurpose : This study investigated the evolution of scholarly research on omnichannel retailing, an area that still lacked a comprehensive bibliometric assessment. By synthesizing existing literature, the study aimed to highlight key research trends, influential works, and thematic developments in the field. Design/Methodology/Approach : A bibliometric analysis was conducted on 279 publications indexed in the Scopus database from 2002 to 2021. VoSviewer software was used to create a visual map of recurring research terms. The study identified key articles, authors, and journals, while a content analysis of highly cited papers and recent works further refined the understanding of omnichannel retailing. Findings : The results revealed the most influential contributions to the field, categorized into five major research clusters. The analysis highlighted key authors, sources, and documents that shaped omni-channel retailing literature. Content analysis further captured evolving research priorities and emerging themes from recent publications. Practical Implications : The study consolidated fragmented literature, offering insights for researchers, practitioners, and retailers. Understanding dominant themes and research trajectories helped businesses implement effective omnichannel strategies while guiding future academic investigations. Originality : This study uniquely combined bibliometric and content analysis to systematically map omni-channel retailing research. By providing a structured overview of existing studies, it enhanced theoretical comprehension and practical application of omnichannel strategies | ||
| 654 |
_aomni-channel _asystematic literature review (SLR) _a bibliometric analysis _acontent analysis |
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| 700 | _aShantanu Saha | ||
| 773 | 0 |
_080314 _9112811 _dIndia Associated Management Consultants _tIndian Journal of Marketing _x0973 8703 |
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| 942 | _cJA | ||
| 999 |
_c131907 _d131907 |
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