Transformation of marketing concepts under the influence of digital technologies

Abstract

The article examines bibliometric content analysis as a method for conducting systematic literature reviews. Particular attention is paid to content co-occurrence, or co-word analysis, which enables researchers to identify major research themes and relationships between them. The author compares key informetric approaches and software tools, including VOSviewer, Bibliometrix, Biblioshiny, Leximancer, and CiteSpace. The study outlines the main contributions of co-word analysis, such as developing taxonomies, classifications, typologies, and theoretical frameworks. It also provides step-by-step guidelines for conducting content co-occurrence analysis using VOSviewer. The article highlights the potential of generative artificial intelligence for further development of literature review methods.