Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace

This paper aims to propose a new model for the manner in which companies manage innovation. To that end, some of the most important research on the topic is analyzed and summarized through a review of its historical background in the indexed databases in WoS (Web of Science) and an analysis of frequently used terms over the past 15 years (2001–2016). The analysis is developed through bibliometric techniques using VOSviewer software, version 1.6.4, seeking to identify recurring and related concepts, such as corporate entrepreneurship, that can leverage company innovation management from the strategy, inherent factors related to human resources and the environment in which the organization operates. Henceforth, this paper focuses on a new model to manage innovation in companies through a conceptualization of innovation and corporate entrepreneurship, this model can be useful in countries with low levels of cooperation between stakeholders and scarce resources, countries on bias of development like Latin America, Africa and some Asian countries. It can be concluded that the company innovation should start with the definition of its strategy, taking into account factors like the human talent and the environment in which the organization is operating, through customized innovation processes that can be applied following some of the multiple models referred to in the literature, framed within the needs of different stakeholders, as indicators of organizational performance. Therefore, the actors which are part of the model are: employees, clients, state, suppliers, academics, community, shareholders and business.

While the literature on management theory has been growing in recent years, there are no publications regarding the evolution and mapping of this scientific field. This study dwells on the issues related to management theories in the context of today’s research by identifying the most important lines of research, researchers, and the concentration of research. To explore the trends in the development of management theory, this study used bibliometric analysis. The search in the Web of Science database provided 5,825 documents (including articles, books, reviews, etc.). Methods of trend analysis, clusterization, and comparative analysis were used. The results show that a new direction of responsible management research is being formed – the organization’s operations and objectives must be balanced, and their implementation must be responsible. This study enriches management literature by providing new ideas related to future research tendencies. Moreover, it fleshes out the direction for developing management theory and outlines the most-cited works and authors, the research concentration in different countries, and leading journals. For scholars and practitioners, such structured data are an important source of relevant information in published papers and allows for the definition of research guidelines.

Generation Z makes up the largest proportion of the world’s population and owns active spending power. Born in the internet information age, they have diverse values and consumer behaviors compared to other cohorts of generations. While there has been a significant increase in research on the purchasing behavior of Generation Z in recent years, there are particularly few bibliometric studies in this field. This study aims to sort out the current research status on the purchasing behavior of Generation Z, identify the evolution of purchasing behavior research of Generation Z, determine key research hotspots, and explore future research directions and priority suggestions by analyzing the current literature. The bibliometric analysis is based on the citation information of 638 literature items about Generation Z purchasing behavior in the Scopus database. The results sort out the knowledge structure of the purchasing behavior domain of Generation Z and draw a visual map of the network. Four popular research themes are identified based on keyword co-occurrence analysis, namely the influencing factors of Generation Z consumption behavior, the comparative study with other generations of consumers, the analysis from the perspective of human demography, and the study of sustainable consumption behavior. Studies on Generation Z consumers’ spending habits from 2001 to 2022 may be divided into three stages related to the growth process of Generation Z. Future research should focus on the influence of social media on the purchasing behavior of Generation Z and the sustainability of their consumption patterns.