A Bibliometric Analysis of the Development of Marketing Strategies in Global Palm Oil Industry
DOI:
https://doi.org/10.54518/ebh.5.5.2026.1546Keywords:
Branding, Digital Marketing, Marketing Strategy, Palm Oil, SustainabilityAbstract
The palm oil industry is a strategic global agribusiness sector, yet research on marketing strategies remains fragmented compared with studies on production, environmental issues, and trade. This study aims to examine and map the development of marketing strategy research in the global palm oil industry, focusing on research trends, major themes, gaps, and future directions. A bibliometric approach was employed using 45 publications indexed in Scopus. Data were analyzed using VOSviewer through publication trend analysis and keyword co-occurrence, network, overlay, and density visualizations. The findings show that research interest has increased substantially in recent years, with Indonesia contributing the largest number of publications. Keyword mapping identifies palm oil as the central research focus, closely associated with marketing, marketing strategy, green marketing, sustainability, commerce, and food supply. However, production, environmental, and technical themes remain more prominent than contemporary marketing dimensions. The findings reveal gaps in digital marketing, branding, consumer behavior, and customer engagement. Marketing strategy research in the palm oil industry is developing toward sustainability-oriented approaches but remains an emerging field with considerable opportunities for more consumer-centered and digitally driven research.
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