MAPPING CONSUMER SKEPTICISM RESEARCH: A BIBLIOMETRIC ANALYSIS OF TRENDS AND THEMES

Abstract

This study aims to conduct a bibliometric analysis to provide a comprehensive understanding of the consumer skepticism literature and to identify future research gaps that can enhance the existing body of knowledge. Using the Scopus and Web of Science databases, a total of 244 articles were extracted for analysis. Performance analysis was employed to identify the most influential authors, countries and documents in the field. In addition, network analysis was used to examine the conceptual structure of the domain. The findings reveal four major thematic clusters representing different dimensions of consumer skepticism research. These themes indicate that the majority of studies have focused on areas such as cause-related marketing and advertising, while the dimension of green skepticism remains relatively underexplored. Although this study adopts a systematic literature review approach through bibliometric techniques, future research may employ alternative frameworks such as TCCM, ADO, or mixed-method approaches for a more comprehensive synthesis. The study offers valuable insights and practical recommendations, contributing to a deeper understanding of the conceptual and social foundations of consumer skepticism research.