Navigating Visual Merchandising Research: Insights from Bibliometric Analysis

Abstract

This study aims to conduct a comprehensive bibliometric analysis of Visual Merchandising (VM) research literature within Consumer Goods. Leveraging the Scopus database and VOS viewer, the paper examines publication trends, authorship patterns, and citation networks from 1985 to 2020. Through rigorous bibliometric review and analysis, this research sheds light on critical contributions, thematic clusters, and collaborative networks in the field of VM. By exploring publication trends, thematic clusters, and collaborative networks, this study provides valuable insights into the evolution and current state of VM research, offering researchers and practitioners a deeper understanding of this critical aspect of retail marketing. The foremost contributor to research publications in Visual Merchandising (VM) was the United States, with South Korea ranking second.Moreover, the United States also led in citations received, closely followed by the United Kingdom. However, there was limited contribution from certain countries in the Asian subcontinent, such as South Korea, India, and China, in visual merchandising. Scholars primarily relied on theories like the stimulus–organism–response (S-O-R) framework, alongside the Facet theory, critical incident theory, and cue utilization theory, to explore the domain of visual merchandising. The depth and scope of research on visual merchandising were examined to provide valuable insights into the subject. Furthermore, recent advancements and emerging trends were scrutinized to guide academicians and researchers' future research endeavours.