Analysis of Visualization Mapping in the Field of Brand Community Based on CiteSpace III

Taking 887 relevant papers in the Web of Science database as the analysis object, and with the help of Citespace III software developed by Chen Chaomei’s team, this study makes a visual mapping analysis of the brand community field from the perspective of research hotspots, cooperation between countries (regions) and institutions, and co-citation networks. The study has found that research hotspots in this field focus on brand community, community, consumer, internet, model, loyalty, word-of-mouth, impact and trust. The United States has absolute strength in leading the research frontier of this field, and the degree of cooperation within the country is higher than that of international cooperation. The core papers in this field were published in from authoritative journals in the field of management. Through the analysis of the core papers, readers can further understand the development context of the brand community field.