Trends and patterns in digital marketing research: Bibliometric analysis

Journal of Marketing Analytics, https://doi.org/10.1057/s41270-021-00116-9

28 Pages Posted: 16 Aug 2021

See all articles by Zahra Ghorbani

Zahra Ghorbani

Alzahra University

Sanaz Kargaran

Alzahra University

Ali Saberi

University of Tehran

Manijeh Haghighinasab

affiliation not provided to SSRN

Seyedh Mahboobeh Jamali

Universiti Sains Malaysia (USM) - School of Educational Studies

Nader Ale Ebrahim

Centre for Research Services, Institute of Management and Research Services (IPPP), University of Malaya (UM); University of Malaya (UM) - Department of Engineering Design and Manufacture

Date Written: August 12, 2021

Abstract

In today’s digital era, the importance of digital marketing has increased from one year to another as a way of providing novel properties for informing, engaging, and selling services and products to clients. The research’s aim is to investigate trends and patterns in the area of digital marketing research from 1979 to June 2020 through a bibliometric analysis technique. A total of 924 articles published were obtained from the Scopus database for the analysis. In this paper, we examine variant bar charts including the year of publication, writer, publication, keyword, and country to provide more insights. Results indicated that digital marketing research steadily increased during the study period and the maximum publications occurred in the year 2019 that reach to 163 documents. The trend of publications is still growing. The top 20 documents based on the times cited per year (TCpY) were qualitatively analyzed. The largest number of multiple (MCP) and single (SCP) publications was from the USA, followed by the UK and China. The top 20 most repeated authors’ keywords out of 1909 with their trends illustrated. The “real-time bidding”, “machine learning”, “big data”, “social media marketing”, and “influencer marketing” are the emerging keywords in the digital Marketing area. This bibliometric study generally provides the whole image of the field and suggests that researchers focus on novel areas to add new findings and knowledge in the literature if they conduct digital marketing research.

Keywords: Digital marketing, Electronic commerce marketing, Search engine marketing, VoSviewer, Bibliometric

JEL Classification: L11, L1, L2, M11, M12, M1, M54, Q1, O1, O3, P42, P24, P29, Q31, Q32, L17

Suggested Citation

Ghorbani, Zahra and Kargaran, Sanaz and Saberi, Ali and Haghighinasab, Manijeh and Jamali, Seyedh Mahboobeh and Ale Ebrahim, Nader and Ale Ebrahim, Nader, Trends and patterns in digital marketing research: Bibliometric analysis (August 12, 2021). Journal of Marketing Analytics, https://doi.org/10.1057/s41270-021-00116-9, Available at SSRN: https://ssrn.com/abstract=3905359

Zahra Ghorbani

Alzahra University ( email )

Vanak
Tehran, 1993891176
Iran

Sanaz Kargaran

Alzahra University ( email )

Vanak
Tehran, 1993891176
Iran

Ali Saberi

University of Tehran ( email )

Amirabad e shomali, kuye daneshgah e Tehran
Tehran, UT Tehran 5433174616
Iran

Manijeh Haghighinasab

affiliation not provided to SSRN

Seyedh Mahboobeh Jamali

Universiti Sains Malaysia (USM) - School of Educational Studies ( email )

Penang, 11800
Malaysia

Nader Ale Ebrahim (Contact Author)

University of Malaya (UM) - Department of Engineering Design and Manufacture ( email )

Kuala Lumpur, 50603
Malaysia

Centre for Research Services, Institute of Management and Research Services (IPPP), University of Malaya (UM) ( email )

Kuala Lumpur, Wilayah Persekutuan 50603
University of Malaya (UM)
Kuala Lumpur, Wilayah Persekutuan 50603
Malaysia

HOME PAGE: http://https://umresearch.um.edu.my/

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