中英文献中“品牌社区”的研究热点及趋势分析——基于CiteSpace的可视化研究

Research Hotspots and Trends of Brand Community in Chinese and English Literature—A Visual Analysis Based on CiteSpace

摘要: 运用CiteSpace可视化软件，对2001~2024年SSCI与CSSCI来源文献品牌社区相关研究进行关键词共现、关键词聚类、关键词突现等计量对比分析。研究发现：(1) 英文品牌社区研究呈现“多元并行”特征，其中中国发文量占比24.57%、美国发文量占比16.3%形成以两国为核心的国际合作网络；(2) 中文研究聚焦虚拟品牌社区内部机制，呈现由单一向多元演进的特征；英文研究侧重社交媒体环境下品牌社区的前置因素，并不断延伸出新兴的方向；(3) 中英文献研究在品牌忠诚度影响机制上形成共识，但中文文献在跨学科融合和理论创新方面仍存在滞后性。本研究通过构建中英文献的对比分析框架，揭示品牌社区相关研究的热点及趋势，为后续品牌社区学术研究提供参考。

Abstract: Using the CiteSpace visualization software, this study conducts a comparative bibliometric analysis of literature on brand community from SSCI and CSSCI sources between 2001 and 2024, focusing on keyword co-occurrence, keyword clustering, and burst keywords. The findings reveal that: (1) Research on brand communities in English literature demonstrates a “multi-parallel” development pattern. China and the United States form the core of the international collaboration network, accounting for 24.57% and 16.3% of publications respectively; (2) Chinese literature primarily focuses on the internal mechanisms of virtual brand communities, showing a shift from singular to diversified research perspectives. In contrast, English literature emphasizes the antecedents of brand communities in social media contexts and continues to expand into emerging directions; (3) Both Chinese and English studies reach a consensus on the influencing mechanisms of brand loyalty, but Chinese research still lags in interdisciplinary integration and theoretical innovation. This study constructs a comparative analysis framework between Chinese and English literature to uncover research hotspots and trends in the field of brand community, providing a valuable reference for future academic work.