Digital Marketing Research trends: A bibliometric analysis from 2019 to 2024
Author: 
Wenting ChuAuthors Info & Claims
Wenting ChuAuthors Info & ClaimsPages 198 - 204
Abstract
Aiming to comprehend the most recent evolution in the landscape of digital marketing, this research applies VOSviewer and CiteSpace for a bibliometric study of key literature in the Web of Science, ranging from 2019 to 2024. Through quantitative methods such as keyword co-occurrence analysis and clustering, the research status, current hot spots, and development trends within the realm of digital marketing are introduced. This study reveals the most influential authors, organizations, countries, and journals in digital marketing, and proposes three main research themes in the field of digital marketing through keyword co-occurrence analysis and Burst keywords analysis: consumer behavior in social media, e-commerce and technology adoption, and brand building in online networks. Based on these directions, future research directions are proposed, providing an important perspective for understanding the research dynamics and future directions in the domain of digital marketing.
References
[1]
Abell, A., Morgan, C., & Romero, M. 2024. The Power of a Star Rating: Differential Effects of Customer Rating Formats on Magnitude Perceptions and Consumer Reactions. Journal of Marketing Research.
[2]
Abu Huson, Y., Sierra-García, L., & Garcia-Benau, M. A. 2023. A bibliometric review of information technology, artificial intelligence, and blockchain on auditing. Total Quality Management & Business Excellence, 35(1-2): 91-113.
[3]
Antoniadis, I., Paltsoglou, S., & Patoulidis, V. 2019. Post popularity and reactions in retail brand pages on Facebook. International Journal of Retail & Distribution Management, 47(9): 957-973.
[4]
Civelek, M., Ključnikov, A., Kmeco, L., & Hamarneh, I. 2022. The Influences of the Usage of Marketing Communication Tools on Innovations of the Functional Areas of Businesses: Perspectives for the Mining Industry. Acta Montanistica Slovaca, 26: 685-697.
[5]
Cooper, T., Stavros, C., & Dobele, A. R. 2023. The impact of social media evolution on practitioner-stakeholder relationships in brand management. Journal of Product and Brand Management, 32(8): 1173-1190.
[6]
Crespo-Almendros, E., Belen Prados-Pena, M., Porcu, L., & Alcantara Pilar, J. M. 2023. Building heritage brand equity through social media sales promotion: The role of Power Distance. International Journal of Tourism Research, 25(3): 305-317.
[7]
Das, S., Singh, A., Saha, S., & Maurya, A. 2024. Negative Review or Complaint? Exploring Interpretability in Financial Complaints. Ieee Transactions on Computational Social Systems.
[8]
Elia, G., Margherita, A., & Passiante, G. 2020. Digital entrepreneurship ecosystem: How digital technologies and collective intelligence are reshaping the entrepreneurial process. Technological Forecasting and Social Change, 150: 119791.
[9]
Elia, S., Giuffrida, M., Mariani, M. M., & Bresciani, S. 2021. Resources and digital export: An RBV perspective on the role of digital technologies and capabilities in cross-border e-commerce. Journal of Business Research, 132: 158-169.
[10]
Fujita, M., Harrigan, P., & Soutar, G. N. 2019. The strategic co-creation of content and student experiences in social media An identity theories perspective. Qualitative Market Research, 22(1): 50-69.
[11]
Gamage, T. C., Gnanapala, A., & Ashill, N. J. 2023. Understanding social customer relationship management adoption: qualitative insights. Journal of Strategic Marketing, 31(2): 421-445.
[12]
Ghorbani, Z., Kargaran, S., Saberi, A., Haghighinasab, M., Jamali, S. M., & Ale Ebrahim, N. 2021. Trends and patterns in digital marketing research: bibliometric analysis. Journal of Marketing Analytics: 1-15.
[13]
Grewal, L., Stephen, A. T., & Coleman, N. V. 2019. When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest. Journal of Marketing Research, 56(2): 197-210.
[14]
Gu, C., Lin, S., Wei, W., Yang, C., Chen, J., Miao, W., Sun, J., & Zeng, Y. 2023. How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising? Systems, 11(9).
[15]
Guenzi, P., & Habel, J. 2020. Mastering the Digital Transformation of Sales. California Management Review, 62(4): 57-85.
[16]
Ho, C.-W., & Wang, Y.-B. 2020. Does Social Media Marketing and Brand Community Play the Role in Building a Sustainable Digital Business Strategy? Sustainability, 12(16).
[17]
Johnson, R. W., Voorhees, C., & Khodakarami, F. 2023. Is Your Brand Protected? Assessing Brand Safety Risks In Digital Campaigns. Journal of Advertising Research, 63(3): 205-220.
[18]
Krizanova, A., Lăzăroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M., & Moravcikova, D. 2019. The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment. Sustainability, 11(24): 7016.
[19]
Melovic, B., Jocovic, M., Dabic, M., Vulic, T. B., & Dudic, B. 2020. The impact of digital transformation and digital marketing on the brand promotion, positioning and electronic business in Montenegro. Technology in Society, 63.
[20]
Moral-Muñoz, J. A., Herrera-Viedma, E., Santisteban-Espejo, A., & Cobo, M. J. 2020. Software tools for conducting bibliometric analysis in science: An up-to-date review. Profesional De La Informacion, 29(1).
[21]
Nurek, M., Michalski, R., Lizardo, O., & Rizoiu, M.-A. 2023. Predicting Relationship Labels and Individual Personality Traits From Telecommunication History in Social Networks Using Hawkes Processes. Ieee Access, 11: 8492-8503.
[22]
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. 2021. Business strategy and the management of digital marketing. Business Horizons, 64(2): 285-293.
[23]
Ruangkanjanases, A., Sivarak, O., Wibowo, A., & Chen, S.-C. 2022. Creating behavioral engagement among higher education's prospective students through social media marketing activities: The role of brand equity as mediator. Frontiers in Psychology, 13.
[24]
Sakas, D. P., Giannakopoulos, N. T., Kanellos, N., & Migkos, S. P. 2022. Innovative Cryptocurrency Trade Websites' Marketing Strategy Refinement, via Digital Behavior. Ieee Access, 10: 63163-63176.
[25]
Sakas, D. P., Giannakopoulos, N. T., Terzi, M. C., Kamperos, I. D. G., Nasiopoulos, D. K., Reklitis, D. P., & Kanellos, N. 2022. Social Media Strategy Processes for Centralized Payment Network Firms after a War Crisis Outset. Processes, 10(10).
[26]
Sakas, D. P., Giannakopoulos, N. T., Terzi, M. C., Kanellos, N., & Liontakis, A. 2023. Digital Transformation Management of Supply Chain Firms Based on Big Data from DeFi Social Media Profiles. Electronics, 12(20).
[27]
Sakas, D. P., & Reklitis, D. P. 2021. The Impact of Organic Traffic of Crowdsourcing Platforms on Airlines' Website Traffic and User Engagement. Sustainability, 13(16).
[28]
Sakas, D. P., Reklitis, D. P., Giannakopoulos, N. T., & Trivellas, P. 2023. The influence of websites user engagement on the development of digital competitive advantage and digital brand name in logistics startups. European Research on Management and Business Economics, 29(2).
[29]
Seyyedamiri, N., & Tajrobehkar, L. 2021. Social content marketing, social media and product development process effectiveness in high-tech companies. International Journal of Emerging Markets, 16(1): 75-91.
[30]
Urolagin, S., & Patel, S. 2024. User-Specific Loyalty Measure and Prediction Using Deep Neural Network From Twitter Data. Ieee Transactions on Computational Social Systems, 11(1): 1046-1061.
[31]
Vander Schee, B. A., Peltier, J., & Dahl, A. J. 2020. Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions. Journal of Research in Interactive Marketing, 14(2): 239-268.
[32]
Varzaru, A. A. 2023. Assessing Digital Transformation Acceptance in Public Organizations' Marketing. Sustainability, 15(1).
[33]
Vitsentzatou, E., Tsoulfas, G. T., & Mihiotis, A. N. 2022. The Digital Transformation of the Marketing Mix in the Food and Beverage Service Supply Chain: A Grey DEMATEL Approach. Sustainability, 14(22).
[34]
Wang, L., Yu, Z., Xiong, F., Yang, D., Pan, S., & Yan, Z. 2021. Influence Spread in Geo-Social Networks: A Multiobjective Optimization Perspective. IEEE Transactions on Cybernetics, 51(5): 2663-2675.
Index Terms
- Digital Marketing Research trends: A bibliometric analysis from 2019 to 2024
Recommendations
Understanding Future Trends in Digital Banking Research Through Bibliometric Analysis
AbstractTo generate a research overview of digital banking, we did a bibliometric analysis. In our bibliometric analysis, we identified 2475 papers about digital banking that were published in the previous 10 years (2013–2023) from 1492 different sources ...
Citation contagion: a citation analysis of selected predatory marketing journals
AbstractTo date, limited studies have examined the citations of articles published in predatory journals, and none appears to have been done in marketing. Using Google Scholar (GS) as a citation source, this study aims to examine the extent of citations ...
A bibliometric analysis of publications in computer networking research
Computer networking is a major research discipline in computer science, electrical engineering, and computer engineering. The field has been actively growing, in terms of both research and development, for the past hundred years. This study uses the ...
Comments
Information & Contributors
Information
Published In
July 2024
647 pages
ISBN:9798400710223
DOI:10.1145/3695080
Copyright © 2024 ACM.
Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than the author(s) must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected].
Publisher
Association for Computing Machinery
New York, NY, United States
Publication History
Published: 12 October 2024
Check for updates
Qualifiers
- Research-article
- Research
- Refereed limited
Conference
ICCBD 2024
ICCBD 2024: 2024 International Conference on Cloud Computing and Big Data
July 26 - 28, 2024
Dali, China
Contributors
Other Metrics
Bibliometrics & Citations
Bibliometrics
Article Metrics
- 0Total Citations
- 39Total Downloads
- Downloads (Last 12 months)39
- Downloads (Last 6 weeks)11
Reflects downloads up to 02 Mar 2025
Other Metrics
Citations
View Options
Login options
Check if you have access through your login credentials or your institution to get full access on this article.
Sign inFull Access
View options
View or Download as a PDF file.
PDFeReader
View online with eReader.
eReaderHTML Format
View this article in HTML Format.
HTML Format