WAVE OF PERSUASION: A BIBLIOMETRIC ANALYSIS OF MARKETING RHETORIC
DOI:
https://doi.org/10.55197/qjssh.v7i3.1219Keywords:
marketing rhetoric, bibliometric analysis, Scopus database, persuasion, digital marketingAbstract
Rhetoric is a pivotal element in marketing communication, serving as a persuasive tool to influence consumer perception and behaviour. Over the past decade, research on rhetoric in marketing has increased significantly, indirectly reflecting the importance of linguistic and visual strategies in building relationships between brands and their audiences. This study aims to analyse research patterns concerning rhetoric in marketing and advertising through a bibliometric approach, utilising the Scopus database from 2015 to 2025. A total of 239 documents were identified using keywords such as “rhetoric,” “persuasion,” “ethos,” “pathos,” “logos,” “marketing,” and “advertising.” The collected data were analysed using VOSviewer and Publish or Perish software to identify annual publication trends, the most productive authors and institutions, the most active journals, and the dominant keywords. Collaboration and co-citation network analyses were also conducted to map the intellectual structure and core research themes within this domain. The findings indicate that marketing rhetoric is an interdisciplinary field encompassing linguistic, psychological, and cultural aspects. Dominant research themes include visual rhetoric, brand narrative, and persuasive strategies in digital advertising. Several authors and institutions from the United States, the United Kingdom, and Europe emerged as major contributors to the literature. Furthermore, there is an increase in the application of rhetorical approaches in studies of digital and social media marketing, reflecting shifts in the contemporary communication landscape. This study contributes to mapping the research landscape of rhetoric in marketing and to identifying gaps and opportunities for future research. Its implications extend not only to academic researchers but also to marketing practitioners seeking to understand how rhetorical strategies can be effectively utilised to build consumer relationships. The study also underscores the need for interdisciplinary and contextual approaches to grasp the role of rhetoric in modern marketing communication.
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