Title:
BIBLIOMETRIC ANALYSIS BRAND SWITCHING BEHAVIOR ON SMARTPHONE

Authors:
Ovy Ayuning Nareswari*, Aries Susanty and Diana Puspita Sari

Abstract:
The emergence of new smartphone brands has led to switching behavior towards the brands. Considering the increasing interest in switching behavior as a research topic, it is essential to integrate and provide an organized summary of existing research. Therefore, this study aims to conduct a bibliometric analysis of smartphone brand-switching behavior. This research seeks to answer the following questions: (1) What is the research trend on this topic over the years and based on the cooccurrence keyword? (2) What is the productivity level of authors and journal publishers? (3) What is the future research model? The Scopus database is used as the data source for this study. Data is processed using Excel and VOSviewer. The findings of this study are as follows: (1) The research trend on this topic has been increasing, particularly since 1998. Based on co-occurrence keywords, brand switching is the first hot topic. (2) Wong K.H., Chang H.H., and Yeh C.H. are the authors with the most citations. The highest number of published journals is "Information Technology and People." (3) the future research model combines the model from Wong K.H., Chang H.H., Yeh C.H. and Isa S.M., Kelly L., Kiumarsi S.

Keywords:
brand switching behavior, bibliometric analysis, Scopus, VOSViewer

DOI:
https://doi.org/10.37500/IJESSR.2023.6518