Digital Marketing: A Scientometric Assessment of World Literature during 2000 -2022

Authors

  • Lakshmi S.
  • Santhi L.

DOI:

https://doi.org/10.37591/joals.v10i1.3689

Abstract

This paper analyzes world publications on digital marketing research using quantitative and qualitative indicators using Web of Science (WoS) database. Digital Marketing research published a total of research articles in during the study period 2000 – 2020. The paper provides an outline of the most productive countries, organization, authors and journals on select bibliometrics indicators. The top 10 highly cited papers in this area are also analyzed.

References

Hofacker, C. (2018). Digital Marketing, communicating, selling and connecting. Edward Elgar.

Chaffey, D & Chadwick-Ellis, F. (2016). Digital Marketing, 6 th Edition, Pearson Education Limited.

Archana Jain, Varsha Srivastava, 2021. “An empirical study on Digital Marketing” Journal of emerging technologies and innovative research. Vol. 8 N. 8 pp. c281-c287

O. Lakshmi Narayana, 2018. “An empirical study on effectiveness of digital marketing in the new era” International Journal of Engineering Technology Science and Research. Vol.5 No.1 pp. 683- 693

Alekseeva, N., Stroganova, O., & Vasilenok, V. 2019. International Conference on Digital Transformation in Logistics and Infrastructure (ICDTLI 2019), Atlantis Highlights in Computer Sciences, Vol 1. Pp. 13- 16

Juran Kim, Seungmook Kang and Ki Hoon Lee. 2019. Evolution of Digital Marketing Communication: Bibliometric analysis and network visualization of key articles. Journal of Business Research. DOI: https://doi.org/10.1016/j.jbusres.2019.09.043

Zongshui Wang, Hong Zhao, and Yan Wang. 2015. Social networks in marketing research 2001-2014: a co-word analysis. Scientometrics. 105, 1, 65–82.

DOI:https://doi.org/10.1007/s11192-015-1672-9

Alawad, W. (2021). Marketing Themes and Topic: A Content Analysis of the Articles Published in the Top Marketing Journals from 2015 to 2020. European Journal of Business and Management Research, 6(4), 150-156. https://doi.org/10.24018/ejbmr.2021.6.4.962

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Published

2023-07-23

Issue

Vol. 10 No. 1 (2023)

Section

Review Article

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