Self-Disclosure and Purchase Intention in Digital Marketing: A Scientometric Review of Research Trends, Themes, and Core Foundations
Abstract
This study presents a bibliometric analysis of research on self-disclosure and purchase intention published between 2016 and 2025. Using 29 documents from 23 scholarly sources, the analysis examines publication trends, citation patterns, core journals, conceptual structures, and thematic developments. The findings show a 29.15% annual growth rate, with research activity rising notably in 2021, declining in 2023–2024, and increasing again in 2025. Citation patterns reveal the strong influence of foundational interpersonal communication theories, while keyword co-occurrence networks highlight self-disclosure as a central construct linking authenticity, parasocial interaction, digital trust, and consumer behavior. Bradford’s Law indicates that the literature is dispersed across marketing, communication, psychology, and information systems. Emerging themes such as AI-mediated disclosure and virtual influencers reflect evolving digital marketing environments. This study offers the first integrated mapping of the field’s intellectual landscape, providing theoretical and practical insights for strengthening consumer engagement and purchase intention.
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