Mapping the Development of Marketing Skills Management Research for Live Shopping Hosts Using Bibliometric Analysis

Titis Tatasari; Ketut Witara

doi:10.63922/ijebir.v5i04.5180

Titis Tatasari Mahardhika College of Economics, Surabaya, Indonesia
Ketut Witara Mahardhika College of Economics, Surabaya, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.5180

Keywords: bibliometrics, live shopping, ; live streaming commerce, marketing skills, host, digital, marketing, Scopus.

Abstract

This study examines development of live shopping as an innovation in digital marketing has encouraged increased academic attention to host competency and skills in influencing consumer purchasing decisions. Although the number of studies continues to grow, there are not many studies that comprehensively map the development of literature on live shopping host marketing skills management . Therefore, this study aims to analyze research development trends, identify authors, publication sources, institutions, countries, document types, scientific fields ( subject areas ), and research development directions using a bibliometric approach. This study uses a bibliometric method by adopting the PRISMA 2020 guidelines in the literature selection process. Research data was obtained from the Scopus database using keywords related to live shopping , live streaming commerce , marketing skills , and host . Data were analyzed descriptively using Scopus analysis features to map publication productivity based on authors, affiliations, countries, publication sources, document types, and scientific fields. The results show that publications on live shopping host marketing skills management have increased significantly since 2021 and peaked in 2025. The most productive authors are Li, X. and Tang, X. , while Bina Nusantara University is the institution with the highest number of publications. Based on country distribution, China is the largest contributor of publications, followed by Indonesia and the United States . Most of the research is published in the form of journal articles (62.3%) , with the Journal of Retailing and Consumer Services as the most dominant publication source. Subject area analysis shows that this research is dominated by the fields of Business, Management and Accounting and Computer Science , which indicates that the study of live shopping is developing multidisciplinary through the integration of digital marketing and information technology. This research contributes to mapping the structure and development of literature on live shopping host marketing skills management , as well as being a reference for academics, practitioners, and policymakers in determining the direction of research and development of digital marketing strategies in the future.

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