Mapping Scientific Output in the Field of Marketing Application to Libraries and Information

Document Type : Original Article


1 M.A., in Knowledge and Information Science, University of Qom, Qom, Iran.

2 Assistant Professor, Department of Knowledge and Information Science, Faculty of Literature and Humanities, University of Qom, Qom, Iran

3 Associate Professor, Department of Knowledge and Information Science, Faculty of Literature and Humanities, University of Qom, Qom, Iran


Objectives: This study aimed to draw a scientific map and analyze the clusters of research published in the field of marketing application to libraries and information centers using documents indexed in the Web of Science.
Methods: The study is applied research in terms of the purpose and scientometrics descriptive in terms of type. A total of 431 documents in the field of marketing application to libraries and information centers were extracted and reviewed. In addition to Excel software, scientometric software such as VosViewer and UCINet were used to analyze the data.
Results: The results showed that some keywords had the highest frequency in terms of co-wording in the following order: marketing (24), marketing to library (18), librarianship (14), and social media (13), respectively. Also, the analysis of keyword clusters showed that the area of marketing to libraries and information centers consists of 7 clusters, and the most important cluster is related to the second cluster which includes the number two cluster with the keywords Bangladesh, information resources, information services, marketing, marketing mix, marketing strategy, public libraries, strategic marketing, University, websites, the World Wide Web which among them, the keywords marketing and information services are the most important keywords in this cluster. The findings also showed that the third cluster consists of 10 keywords and is mainly related to marketing to libraries and shows that the emergence of marketing in libraries and its use in marketing is one of the most important topics for researchers in this field. In the fourth cluster, 8 keywords mainly deal with marketing through social networks.
Conclusions: It is inferred that drawing and analyzing a marketing map to libraries reveals approaches and issues that have so far been neglected. Therefore, it is expected for researchers to pay more attention to the gaps in the field of marketing to libraries which have not been paid as much attention as they should, especially in topics such as marketing in academic libraries, marketing in public libraries, digital marketing, and marketing through social networks such as Facebook and Twitter. Researchers are expected to be aware of the thematic gaps in the field and to conduct research on the issues raised.


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