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The IUP Journal of Management Research

A Bibliometric Analysis of Research on Digital Marketing

Article Details

Pub. Date	: Oct, 2023
Product Name	: The IUP Journal of Management Research
Product Type	: Article
Product Code	: IJMR031023
Author Name	: Priya Bansal, Surinder Singh and Anchal Bansal
Availability	: YES
Subject/Domain	: Arts & Humanities
Download Format	: PDF Format
No. of Pages	: 16

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Abstract

The study employs bibliometric analysis to look at the patterns and developments in digital marketing research from 1989 to 2021. The investigation uses a total of 1708 published articles from the Scopus database. The findings show a consistent growth in the amount of research on digital marketing, with year 2021 registering the highest number of papers published (404). The findings also shed light on the most impactful works, the intellectual linkage between authors and their works, major study trends, and future scope for research on digital marketing-related areas.

Introduction

The term "digital marketing" came into prominence in the 1990s, but the spotlight was primarily on customer advertising. However, the idea bloomed between 2000 and 2010 when new social media and mobile tools debuted (Fierro et al., 2017). The prominence of digital marketing has grown in the current digital era in education, engagement, sale of goods and services and so on (Ghorbani et al., 2022). Innovative methods of contacting clients, educating them, maintaining their attention, and selling them products and services can all be accomplished through the use of digital marketing. Its growth was aided by the expansion of mobile communications and social media in the first two decades of the 21st century (Ko, 2019). Today, digital marketing is expected to continue to be at the forefront of technical development (Fierro et al., 2017). Digital marketing encompasses a variety of other