The Contribution of Scientific Production in Marketing for the Social Sciences

AbstractMarketing researchers often employ bibliometric analysis to assess the importance of scientific production in the field, but few studies have examined its influence outside the discipline itself, particularly in the social sciences with which it maintains an interdisciplinary relationship. This study aimed to fill this knowledge gap by analyzing citations of the eleven leading Marketing journals in the top journals of the closest social sciences – Management, Economy and Finance, Psychology, Sociology and Anthropology – and identifying the articles, journals and subjects which have had more impact in these areas. The subjects were constructed by clustering article keywords, and the results were interpreted by means of network analysis and cross-tabulation. The results show that, although the overall contribution of the discipline is relatively small, certain topics have been objects of interest in each social science. Furthermore, the discipline's contribution is polarized, providing Management with methodology and articles of managerial and strategic natures, while providing other areas mainly with articles in Consumer Behavior. Based on the insights obtained, the scientific status of Marketing production is discussed, as well as the avenues for increasing the relevance of the discipline.

摘要 市场营销学研究者常采用文献计量分析（bibliometric analysis）评估本领域科研产出的学术价值，但鲜有研究探讨该学科对学科外部的辐射影响，尤其是与其存在交叉学科关联的社会科学领域。本研究旨在填补这一研究空白：通过分析11种顶级市场营销学期刊在关联最为紧密的社会科学顶级期刊——管理学、经济学与金融学、心理学、社会学及人类学——中的被引情况，识别出在上述社会科学领域产生显著影响的论文、期刊与研究主题。研究主题通过对论文关键词进行聚类构建所得，并借助网络分析与交叉制表分析对结果进行解读。研究结果显示，尽管市场营销学整体科研产出的影响力相对有限，但部分研究主题已成为各社会科学领域的关注热点。此外，该学科的科研贡献呈现两极分化态势：为管理学领域提供研究方法及具备管理与战略属性的论文，而为其他社会科学领域则主要提供消费者行为（Consumer Behavior）领域的相关研究。基于本研究所得发现，本文探讨了市场营销学科研产出的学术地位，以及提升本学科影响力的可行路径。