Guerrilla marketing. A bibliometric study

Abstract:

The research aimed to conduct a review of the literature on "guerrilla marketing" for publications referenced in Google Scholar and Scopus. The review in Google Scholar using POP (Harzing, 2008) made it possible to prepare a database that presents for 246 documents: number of citations received, author (s), title, year, source, editorial, URL of the article, is available and the URL reference in Google Scholar. The average number of citations for this set was 3.46 per document, with an average h-index of 14. The distribution of all such documents allowed to observe that the 48. 4% of the documents are quotations, i.e. articles that have been referred by other but that are not online. The number of documents available, either in PDF (8.1%) and HTML (1.6%) format was relatively low. The system allowed ordering the citations to refer 12 books and 12 articles which may be considered required reading for the …

Año de publicación:

2016

Keywords:

Fuente:

google