Branding Emosional dan Storytelling: Analisis Bibliometrik Strategi Naratif dalam Pemasaran
DOI:
https://doi.org/10.58812/jmws.v4i08.2600Kata Kunci:
Branding Emosional, Storytelling, Pemasaran, Analisis Bibliometrik, Strategi NaratifAbstrak
Penelitian ini bertujuan untuk menganalisis perkembangan, tren, dan keterkaitan topik penelitian terkait branding emosional dan storytelling dalam strategi pemasaran melalui pendekatan bibliometrik. Data diperoleh dari basis data Scopus dengan rentang waktu 2000–2025 menggunakan kombinasi kata kunci “emotional branding”, “storytelling”, dan “marketing”. Analisis dilakukan menggunakan perangkat lunak VOSviewer untuk memetakan co-occurrence kata kunci, co-authorship penulis dan negara, peta temporal, serta density visualization. Hasil penelitian menunjukkan bahwa storytelling merupakan simpul sentral yang menghubungkan berbagai konsep penting seperti branding, digital marketing, emotional branding, dan customer experience. Evolusi riset menunjukkan pergeseran fokus dari narasi korporat dan isu etika (fake news) menuju penguatan hubungan emosional merek-konsumen dan integrasi strategi digital. Penelitian ini memberikan kontribusi teoritis dengan memperkuat pemahaman tentang pemasaran berbasis narasi dan kontribusi praktis melalui panduan implementasi storytelling yang relevan dengan tren terkini.
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