An In-Depth Analysis of Content Marketing and Prospects in Banking Industry: Utilizing Bibliometric Mapping
Ratan Kumar Behera; Monalisha Pattnaik; Laxmi Priya Panda; G Mariam Rao
The research presents a systematic review of content marketing studies within the banking sector from 2009 to 2024. Utilizing data sourced from the Web of Science and analytical tools such as Biblioshiny and VOSviewer, the study identifies trends in publication volume, key authors and institution...