Web of science-based virtual brand communities: a bibliometric review between 2000 and 2020

With the continuous development of Internet technology, virtual brand communities (VBCs) have increasingly become essential fronts for enterprises and consumers to carry out professional communication and the leading platform for consumers and other consumers to engage in social and brand discussion. Meanwhile, numerous scholars began to pay attention to VBCs as their research topic. However, there is no systematic understanding of the existing literature on the VBCs research. Therefore, this study aims to provide a comprehensive and systematic review of VBCs research over the past twenty years.

Based on HistCite and CiteSpace software, descriptive statistics and bibliometric analysis were conducted in this study. Specifically, by adopting research cooperation network analysis, co-citation analysis of literature, cluster analysis and co-word analysis, the authors analyzed 1,157 articles on VBCs in the Web of Science database from 2000 to 2020.

This study summarizes the research of VBCs from three aspects. First, the general characteristics of VBCs literature are analyzed. Second, knowledge bases, research contents, theoretical foundations and theoretical contributions of VBCs are dug and integrated into a knowledge framework. Third, the evolution and trend of VBCs research topics are visualized and analyzed in two phases (from 2005 to 2012 and from 2013 to 2020).

This study describes the research status, knowledge structure and famous topics of VBCs research over the past twenty years. Further, the research topics for VBCs have maintained continuity in the last twenty years. Furthermore, the research topics have also been evolving with the development of network technology and changes in the external environment. These results also provide valuable clues about this field's future directions and practical implications.