Mapping the two decades of Islamic marketing research using bibliometric analysis and novel machine learning topic modeling

PurposeThis study aims to systematically assess and map the evolution, themes and trends within Islamic marketing research, with a focus on identifying areas of high growth potential and guiding future research directions. Design/methodology/approachUsing a bibliometric analysis and advanced structured topic modeling (STM) techniques, this research analyzes Islamic marketing studies published between 2000 and 2024. The comprehensive database search, centered on Scopus-listed publications, provides a macroscopic view of the field's development over the past two decades. FindingsThis study reveals significant insights into the field of Islamic marketing, including the identification of key research themes, the growth in literature and geographical hotspots of scholarly activity. Emerging trends suggest a growing focus on consumer behavior, brand loyalty, Halal certification and ethical marketing practices. Research limitations/implicationsThis research is limited by its reliance on the Scopus database for source materials, and by focusing primarily on English-language publications. These constraints may have excluded relevant research in other languages or published in nonindexed formats. Practical implicationsThis study offers valuable insights for marketers, businesses and policymakers aiming to engage the Islamic market. Understanding the dynamics of Islamic marketing can help in developing strategies that align with Muslim consumers' values and preferences. Originality/valueThis research contributes to the Islamic marketing literature by using bibliometric analysis and STM, offering a unique, comprehensive overview of the field's evolution, trends and future directions. It underscores the importance and growth of Islamic marketing as an independent academic discipline.