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 This study examines the use of bibliometric reviews in marketing literature by conducting a methodical review of 140 papers from the top 47 journals. We analyze bibliometric review methods, focusing on sample size selection, database comprehensiveness, methodological complementariness, theoretical contributions, and practical consequences. Our findings indicate a growing use of bibliometric tools in marketing research. However, worries remain about the rigor and potential impact of bibliometric analysis. We identify avenues for development, including improving sample size and replicability, expanding database coverage, using theory-driven frameworks, and establishing implications for practice.

Our guidelines help marketing academics handle bibliometric research successfully and contribute to the growth of marketing studies. Marketing researchers can use bibliometric analysis to gain insights, discover gaps in research, and enhance theory by following recognized rules and recommendations. This study encourages marketing researchers to use bibliometric analysis for literature reviews and knowledge synthesis. It also provides guidance for reviewers and editors to ensure high-quality and impactful bibliometric reviews in marketing literature.

Sergio Martínez-Puertas is Professor of Statistics and Operations Research in the Department of Mathematics at the University of Almería, Spain. His research areas include statistical modeling in marketing and optimization of classification algorithms.

Manuel Sánchez-Pérez is Professor in Marketing in the Department of Economics and Business at the University of Almería, Spain. He also served as the Head of the Economic and Business Department and Coordinator of the Doctoral Program at the University of Almería, Spain.

Cristina Segovia-López is Assistant Professor in Marketing and Marketing Research in the Department of Economics and Business at the University of Almería, Spain. Her research areas include strategic marketing, innovation, and commercialization.

Eduardo Terán-Yépez is a Research Technician in Economic, Business, and Legal Sciences at the University of Almería, Spain. His research areas include international entrepreneurship, international marketing, collaborative economy, and sustainable entrepreneurship. He has published various articles in high-impact international journals.

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