Purpose

This paper aims to analyse the publication trend and trajectories of the Journal of Social Marketing (JSOCM) from its inception in 2011 to 2020.

Design/methodology/approach

The bibliometric approach is used to present publication characteristics. For so doing, the bibliographic data was extracted from the Scopus database.

Findings

The results show an increasing trend in the publication and in the number of citations. Moreover, the findings also revealed that although JSOCM received publications worldwide, countries from the developed world such as Australia and the USA are the most productive countries.

Originality/value

As the first retrospection of the journal, this study not only educates and enriches JSOCM’s global readers and aspiring contributors but may also be helpful to its editorial board, as it provides several inputs to navigate the way forward.

中文翻译：

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塑造社会营销研究：社会营销杂志回顾

目的

本文旨在分析《社会营销杂志》（JSOCM）从2011年到2020年创刊的趋势和轨迹。

设计/方法/方法

文献计量方法用于呈现出版物特征。为此，书目数据是从 Scopus 数据库中提取的。

发现

结果表明，发表量和引用次数呈上升趋势。此外，调查结果还显示，尽管 JSOCM 在全球范围内都有出版物，但来自澳大利亚和美国等发达国家的国家是生产力最高的国家。

原创性/价值

作为该期刊的第一次回顾，这项研究不仅教育和丰富了 JSOCM 的全球读者和有抱负的贡献者，而且还可能对其编辑委员会有所帮助，因为它提供了一些信息来指导前进的方向。