TheJournal of the Academy of Marketing Scienceat 50: A historical analysis

Abhishek Borah, Francesca Bonetti, Angelito Calma, José Martí-Parreño

Journal of the Academy of Marketing Science · 2023 · Volume 51 · Issue 1

Abstract

TheJournal of the Academy of Marketing Science (JAMS)is completing 50 years of publication in 2022. This paper attempts to pay homage to this milestone, demonstrating thatJAMShas remained true to its mission, while simultaneously staying current by adapting to the rapidly changing times. Using a multi-method approach (Latent Dirichlet Allocation, Semantic Analysis, and Bibliometric Analysis), we analyze topics and thematic areas, research communities, and their evolution. We identify fifteen main research topics over time (includingFirm Performance, Survey Research, Models and Analytical Approaches, Marketing Theory, Sales Management, Marketing Mix, Customer Service, Firm Strategy, Branding, Social Issues and Ethics, Customer Relationship Management,Shopping and Distribution, Channels, Consumer Behavior, andMarketing Communications), along with three central research communities (Advertising, Marketing Strategy, and Customer Satisfaction), which characterize the intellectual structure of the journal. Our analysis also looks at both declining and emerging research interests, suggesting whereJAMScould be heading in the future.

Keywords

Bibliometric analysis, Historical analysis, Literature review, Latent Dirichlet allocation (LDA), NVivo, SciMat, Network analysis

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