A citation and co-citation bibliometric analysis of omnichannel marketing research

Nowadays, firms are facing an intense challenge when coordinating an effective management on the offline and online channels. Consequently, creating a field of research, namely understanding companies’ omnichannel marketing management. This research aims to conduct a citation and co-citation of bibliometric analysis considering the field of omnichannel, using Web of Science database. Furthermore, it helps to fill the gap in the field of omnichannel marketing literature through the identification of the five most important topics obtained from the citation and co-citation: (1) integration of shopping consumption experience, (2) all line customer experience management, (3) strategies for omnichannel retailing and customer engagement, (4) multichannel Retailing Management, and (5) technology and consumer’s shopping experience. These significant themes revealed that the omnichannel marketing is mainly established in the fields of consumer behavior and retailing. Retailers are advised to adopt an integrated omnichannel strategy, providing consumers with the advantages of buying online, as well as the benefits of buying in a local retail store. Moreover, this research reinforces the coherence and scientific structure of the existing literature and points out future lines of research to be followed and acts as a starting point for new studies in the area of omnichannel marketing.