International Council for Education, Research and Training

Mapping Personalized Marketing: A Bibliometric Analysis

Singh, Kanwal Jeet1 

Kalotra, Anil2

Kaur, Ishwanik3

1Associate Professor, Department of Commerce, Ramanujan College, University of Delhi, New Delhi

2Professor, University of School Business, Chandigarh University, Mohali, Punjab


3Research Scholar, University of School Business, Chandigarh University, Mohali, Punjab


The buzzword, personalization in today’s marketing era is an evolving notion. The aim of the paper is to scrutinize the publications dedicated to personalized marketing. The spurring growth in personalized marketing thrives in new experiences for both marketers and consumers. The Publication search was initiated on 1836 review papers and research articles collected by SCOPUS Database and was visualized by using VOS viewer, a bibliometric analysis software. The paper focuses on identifying growth trends in publication for 20 years, i.e., 2003-2023 (till March), linked subject areas, geographical trends, popular keywords, and influential journals. It is found that the research count in this domain has grown at a pace since 2018 and spiked in 2020 amidst COVID. The literature of this domain is studied across Management, Psychology, Management, Computer Science, and Artificial Intelligence. The opportunity for research in this domain from the Indian perspective is high as consumer behavior concerning personalized marketing is yet to be explored.  The contribution of this study to the literature will help scholars to explore the domain and influence more research.

Keywords: Personalized marketing, Bibliometric analysis, Co-Occurances, VosViewer

Impact statement

Personalized marketing through personalization in marketing, allows marketers to tailor the marketing messages and strategies for every single customer and deliver engaging and relevant experiences. This paper focuses on understanding the research pattern in personalized marketing based on data collected from the SCOPUS database. Bibliometric software, VosViewer is used to understand the evolution of research and academic development in a particular domain. The study found spurring a rise in the research since the year 2018 and has gained attention during COVID. The study of personalized marketing from India’s point of view has plenty of potential.

About the Author

Dr. Kanwal Jeet Singh, Associate Professor, Department of Commerce,

Ramanujan College, University of Delhi, New Delhi

Orcid ID-

Dr. Kanwal Jeet Singh has been working as an Associate Professor with the Department of Commerce at Ramanujan College, University of Delhi, since 2009. He is an M. Com., MBA,   M. Phil., and Ph. D. from Kurukshetra University, Kurukshetra, and UGC Net Qualified. He is the Founder Editor of Ramanujan International Journal of Business and Research (RIJBR), with ISSN: 2455-5959 and UGC Care Listing (48778). He has completed an Innovation/Research Project as a Principal Investigator titled “Awareness of Consumer Rights in Contemporary India: A Comparative Study of Backward and Metropolitan Areas” (RNC-202) under the Scheme of Innovation Project-2013 funded by the University of Delhi from 2013–15. He is contributing as a convenor for various committees with administrative responsibilities at Ramanujan College. He is also handling the role of Teacher In-Charge for the Teaching Centre, Non-Collegiate Women’s Education Board (NCWEB), Ramanujan College, University of Delhi, from October 1, 2019 to date. He has conducted FDPs, workshops, and Certificate Courses as a convenor under the Teaching Learning Centre, Ramanujan College, sponsored by the Ministry of HRD and the Pandit Madan Mohan Malaviya National Mission on Teachers and Teaching. He has publications to his credit in various national and international journals. He has also organized, attended, and presented papers at seminars and national and international conferences.

 Dr. Anil Kalotra, Professor, University of School Business,

Chandigarh University, Mohali, Punjab

Orchid ID- 0000-0001-5574-3977 

Dr. Anil Kalotra is working at “The University School of Business” at Chandigarh University since 2018. He is a member of “The Departmental Research Committee” and presently supervises five PhD scholars. He has been assigned the position of Research Coordinator of the Department. He is also an approved academic counsellor for Indira Gandhi National Open University (IGNOU) and takes weekend classes for MBA students at its regional study centre. He is also the departmental coordinator of NSS and ISR activities. He has published 24 research papers in reputed journals such as SCOPUS, ABDC, Web of Science, Elsevier, etc. He has also presented 9 research papers at national and international conferences. His total Google Scholar citations are 64 with h-index of 4 and i-10 index of 3. About his industrial experience, he has worked for 15 years as an area sales manager, sales executive, sales representative, entrepreneur, and operations manager. He worked as an entrepreneur in retail and distribution in South Delhi for 7 years.             Dr. Anil Kalotra has also been awarded for best sales performance award by Sandoz India, the Star Performer by Sandoz India, and the promotion of a new product by Sandoz India.

Ms. Ishwanik Kaur, Research Scholar, University of School Business,

Chandigarh University, Mohali, Punjab (Corresponding Author)

Orchid ID- 0009-0003-5843-4100 

Ms. Ishwanik Kaur is a research scholar at the University School of Business, Chandigarh University, January 2021 intake. She graduated from Ramanujan College, University of Delhi (2013) and post-graduated from Indira Gandhi National Open University (IGNOU) (2016). Ms. Ishwanik Kaur qualified for UGC NET (Commerce) in 2019. She has worked as Guest faculty at Ramanujan College, University of Delhi (January 2019-March 2023), Non-Collegiate Women’s Education Board (NCWEB), University of Delhi, and School of Open Learning, University of Delhi. Along with teaching, she has also organised and been a core member of various online seminars, cultural activities and student activities. About the corporate experience, she has worked as a subject matter expert/academic content writer for the Business Management subject at Evelyn Learning Systems Pvt. Ltd., and for outstanding performance, solving and uploading the most number of solutions in the third quarter of 2019, she has also been awarded the Ramanujan award.


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8. van Eck, Nees Jan, and Ludo Waltman. “Software Survey: VOS viewer, a Computer Program for Bibliometric Mapping.” Scientometrics, vol. 84, no. 2, 31 Dec. 2009, pp. 523–538, 3 

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