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Objective: The purpose of this article is to investigate brand advocacy reviews and conduct a systematic analysis utilizing bibliometric analysis to investigate the evolving research in the marketing sector, specifically consumer behavior. Method: Based on a bibliometric examination of 736 research publications from the Scopus data-based index from 2010 to 2023, this study employed citation, co-citation, and co-occurrence of authors' keyword analysis. Results and conclusion: This current study elucidates the development of brand advocacy research during the past decade. The research on brand loyalty for service marketing among young clients reveals three areas of particular significance. In addition to studies on brand advocacy and the potential future direction of this research subject, no other topics are covered. Implications of the research: This study is limited by its reliance on a single database and its inability to provide contextual information regarding the citation structure of the publications discovered throughout the review process. Originality/value: This study aims to identify the philosophical framework of brand advocacy literature and to trace the sector's historical development.
Suwarsi et al. (Tue,) studied this question.