What the study found
The study found that health marketing communications research is anchored in health communication, health marketing, and social marketing. It also identified stronger thematic streams around persuasion, message framing, prevention-oriented communication, and co-design.
Why the authors say this matters
The authors conclude that the mapping offers a foundation for future research in health marketing communications. They also highlight underdeveloped areas in digital health, cultural context, and health equity.
What the researchers tested
The researchers carried out a bibliometric analysis of 171 Scopus-indexed articles in the Business, Management, and Accounting domain. They used Bibliometrix and Biblioshiny to map publication trends, influential sources, collaboration patterns, and thematic development.
What worked and what didn't
The analysis showed clear publication trends and identified influential sources and collaboration patterns in the field. It also showed that some themes are more developed than others, with digital health, cultural context, and health equity described as underdeveloped.
What to keep in mind
The study is limited to 171 articles indexed in Scopus and to the Business, Management, and Accounting domain. The abstract does not describe additional limitations.
Key points
- The field is anchored in health communication, health marketing, and social marketing.
- Stronger thematic streams appear around persuasion, message framing, prevention-oriented communication, and co-design.
- Digital health, cultural context, and health equity are described as underdeveloped areas.
- The study analyzed 171 Scopus-indexed articles using Bibliometrix and Biblioshiny.
- The authors present the mapping as a foundation for future research.
Disclosure
- Research title:
- Health marketing communications centers on health communication and social marketing
- Authors:
- The Anh Phan
- Institutions:
- Eastern International University
- Publication date:
- 2026-06-27
- OpenAlex record:
- View
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