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Marketing

Visualization analysis of the research status, hotspots, and trends of legitimacy recognition of comparative advertising (1993–2023)

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Article: 2332501 | Received 17 Oct 2023, Accepted 14 Mar 2024, Published online: 01 Apr 2024

Figures & data

Figure 1. Literature search and indexing strategy.

Figure 1. Literature search and indexing strategy.

Figure 2. Co-authorship network.

Figure 2. Co-authorship network.

Table 1. Top 10 most productive authors.

Figure 3. Co-institution network.

Figure 3. Co-institution network.

Figure 4. Institution’s citation burst.

Figure 4. Institution’s citation burst.

Figure 5. Co-country network.

Figure 5. Co-country network.

Table 2. Top seven countries’ centrality scores.

Figure 6. Keywords co-occurrence network.

Figure 6. Keywords co-occurrence network.

Table 3. Top 17 keywords’ centrality scores.

Figure 7. Keywords’ citation bursts.

Figure 7. Keywords’ citation bursts.

Figure 8. Document co-citation network.

Figure 8. Document co-citation network.

Figure 9. References’ citation bursts.

Figure 9. References’ citation bursts.

Table 4. Top nine co-cited documents.

Figure 10. Journal co-citation network.

Figure 10. Journal co-citation network.

Table 5. Top seven cited journals’ frequency.

Table 6. Top four cited journals’ centrality scores.

Figure 11. Cited journals’ citation bursts.

Figure 11. Cited journals’ citation bursts.

Figure 12. Document co-citation clusters.

Figure 12. Document co-citation clusters.

Table 7. Documents co-citation clusters.

Data availability statement

The data that support the findings of this study are available from the corresponding author, [B.X], upon reasonable request.