Applying an automatic approach for showing up the hidden themes in financial marketing research (1961–2010)

This paper analyses the academic research conducted in financial marketing from 1961 to 2010. To do so, an automatic approach for detecting and visualising the hidden themes is applied. This automatic approach, based on co-word analysis, combines performance analysis and science mapping. It permits visualising the division of the financial marketing research (FMR) into several subfields, and indicate the relationships between them. These outcomes are completed with a systematic review, where a content analysis is used to explore the type of methodologies and topics most frequently used.The results allow us to identifying trends that will presumably be developed in FMR in coming years. In addition, these results also help both experts and novices to understand the current state of the art of FMR and to predict where future research could lead.

► We discover the usefulness of bibliometric studies complemented by previous studies.
► Co-words analysis uncovers the structure and trends of financial marketing research.
► We detect an increase in emotional variables and methodological sophistication.
► It is expected more studies focus in mobile trading and stock market behaviour.
► Also more studies about the adoption of specific channels (mobile and e-banking).