Mapping the Two Decades of Islamic Marketing Research Using Bibliometric Analysis and Novel Machine Learning Topic Modeling

Abstract

Purpose–This study aims to systematically assess and map the evolution, themes and trends within Islamicmarketing research, with a focus on identifying areas of high growth potential and guiding future research directions.Design/methodology/approach–Using a bibliometric analysis and advanced structured topic modeling(STM) techniques, this research analyzes Islamic marketing studies published between 2000 and 2024. Thecomprehensive database search, centered on Scopus-listed publications, provides a macroscopic view of thefield’s development over the past two decades.Findings–This study reveals significant insights into thefield of Islamic marketing, including the identificationof key research themes, the growth in literature and geographical hotspots of scholarly activity. Emerging trendssuggest a growing focus on consumer behavior, brand loyalty, Halal certification and ethical marketing practices.Research limitations/implications–This research is limited by its reliance on the Scopus database forsource materials, and by focusing primarily on English-language publications. These constraints may haveexcluded relevant research in other languages or published in nonindexed formats.Practical implications–This study offers valuable insights for marketers, businesses and policymakersaiming to engage the Islamic market. Understanding the dynamics of Islamic marketing can help in developingstrategies that align with Muslim consumers’values and preferences.