Abstract
Purpose
In spite of wide civic and academic interest in obesity, there are no bibliometric records of this issue in the marketing corpus. Thus, this inquiry is conceived to address this shortcoming with a bibliometric analysis of Scopus indexed articles published on the subject.
Design/methodology/approach
The analysis followed a five-step science mapping approach of study design, data collection, data analysis, data visualisation and data interpretation. R programming software was used to review 88 peer reviewed journals published between 1987 and 2021.
Findings
A sizable stream of literature exploring obesity has accrued in the marketing area as authors have drawn parallels between the influence of persuasive communication and advertising on human wellbeing and child health. The United States of America is found to be by far the country with the highest number of publications on obesity, followed by Australia and the United Kingdom. The topic dendrogram indicates two strands of obesity discourse: (1) social and policy intervention opportunities and (2) the effects on social groups in the population.
Research limitations/implications
This review will shape future enquiries investigating obesity. Beyond the focus on children, males and females, an emerging focus on cola, ethics, food waste, milk, policy-making and students is highlighted.
Originality/value
This is the first bibliometric review of obesity in the marketing literature. This is especially timely for weighing up the utility of research aimed at understanding and reporting the trends, influences and role of stakeholders in addressing obesity.
Original language | English |
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Pages (from-to) | 518-543 |
Number of pages | 26 |
Journal | EuroMed Journal of Business |
Volume | 19 |
Issue number | 3 |
Early online date | 12 Sept 2022 |
DOIs | |
Publication status | Published - 20 Aug 2024 |
Keywords
- Advertising
- Bibliometrics
- Health
- Marketing
- Obesity
- Policy