The reputation of the creative industry: a bibliometric study

Abstract

Creative sectors generate billions of dollars globally. Despite their financial power and contribu-tion to a country’s economic and social development, companies and professionals in the creative industry face challenges in adding value to their work and raising funds. With some exceptions, part of this situation stems from a low level of knowledge regarding how to build trust with stakeholders through reputation management. Along these lines, this article aims to identify scientific research that discusses and bridges the concepts of reputation and the creative industry. Regarding methodological procedures, we conducted a bibliometric study using the keywords “Reputation” and “Creative Industries” in the Scopus databases. This selection is justified by its importance as the world’s largest scientific database. As a result, the research reveals that scientific production on the topic presents a structural asymmetry. While the concept of “Reputation”, on its own, is well-established with 71,354 documents, its specific application to the creative sector reveals an incipient production, totaling only 77 global records, led by the United Kingdom and concentrated in the Social Sciences, highlighting a gap in publications that associate both terms.