16 DECEMBER, 2022: One of the manuscripts co-authored by Parvathy, a current Pre-doc student at IIMB, has been accepted for publication in Psychology & Marketing, one of the top journals. Titled A Bibliometric Analysis of Gift Giving, the paper provides readers with a state-of-the-art overview of consumer gift-giving literature and identifies opportunities for future gift-giving research.
Parvathy has been guided by Prof. Gopal Das, faculty in the Marketing area, and the co-author of this manuscript.
Gift-giving, a typical consumer behaviour with important implications for both consumers and marketers, has received attention from marketing scholars. A bibliometric analysis of 237 articles on gift-giving from the Web of Science (WOS) database has been carried out in this paper, and the analysis identifies the bibliometric attributes of the gift-giving literature, including its publication trend, influential outlets, impactful articles, prolific scholars, international scope, state of collaboration, and featured topics and themes.
Using content analysis, three themes that categorize the consumer gift-giving literature’s key segments have been identified in this paper. They are: (1) broad and nuanced outlooks of the social side of gift-giving, (2) the less pleasant side of gift-giving, and (3) the foundational research on consumer gift-giving.
The acceptance of this paper is a testament to the hard work of Parvathy, who is, in all probability, the first Pre-doc student to publish in a top journal, with support from the Pre-doc chairperson, committee and office.