The revolution of the internet technology has increased the demand for online marketing strategies. Over the years, online marketing has received considerable attention owing to its advantages to both individuals and organizations. This study sought to analyze the global online marketing research trends from 1975 to 2019 through a bibliometric analysis procedure. A total of 789 published articles were retrieved from the Scopus database for the analysis. The results suggest that between 2001-2010, Google AdWords, affiliate marketing, e-mail marketing, search engine advertising (SEA), search engine marketing (SEM), search engine optimization (SEO), social media marketing, and convergent mobile technologies is the most preferred online marketing platform in the hospitality, tourism, hotel, multi-national corporations (MNCs), construction, and software industry. Between 2011-2019, online marketing study focused more on social media marketing platforms such as Facebook, Instagram, Twitter, blogs, and dual-channel (i.e., YouTube). Also, the online marketing trend switched its focus from multi-national corporations (MNCs), construction, and software industry in 2001-2010 to small and medium enterprises (SMEs), business-to-business marketing, and agribusiness in 2011-2019. The findings of this study provide useful information to academic researchers and industry practitioners to aid their understanding of online marketing research development and online marketing roles in strategizing marketing plans. This paper innovates by identifying new areas for investigation and potential research opportunities in the field of online marketing. It is one of the pioneer studies which provides a greater understanding of online marketing research by investigating its evolution through bibliometric analysis.

The primary objective of affiliate marketing is to promote products or services via online distribution channels through third parties. However, its application has remained scarce despite being acknowledged as an efficient means of encouragement for SMEs to compete globally. This research adopts various technology adoption models to identify determining factors of intention to use affiliate marketing among SMEs. Developmental culture is included in the research model to assess its moderating effect. An online survey questionnaire has successfully obtained 180 usable responses for data analysis. The findings show that perceived usefulness, observability, and social influence are significant determinants of intention to use affiliate marketing. Developmental culture is found to moderate the results. Low developmental culture enhances the relationship between perceived usefulness and the intention to use affiliate marketing whereas high developmental culture strengthens the relationship between compatibility and the intention to use affiliate marketing. Implications of this study are discussed.

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Studies on entrepreneurship intention in Malaysia focused more on postgraduate students than undergraduate students. The students' entrepreneurial intention, particularly factors contributing to the undergraduate students' decisions not to become entrepreneurs were not well discussed. Small and Medium Enterprises (SMEs) have long been a positive factor to the improvement of the country's economy and the nation's well-being. Although there are many government assistances, there are still many undergraduate students who choose not to be involved in business or run their own business. Research on factors hindering the undergraduate students from starting a business while studying is important as the future working environment largely depends on the enthusiasm, agility, and creativity of these generations. The objective of this study is to review the entrepreneurship intention literature within the context of business start-up among university students. This study also proposes a conceptual model to increase the understanding of the factors hindering undergraduate students from starting a business while studying. This model, which enhances knowledge of entrepreneurship intention among undergraduate students, enriches the theory of Psychological School of Thought and Social Networking Theory in entrepreneurship intention research.

Customer satisfaction is a major concern in every organization, including fitness. The fitness industry has grown steadily as consumers seek a healthier lifestyle and a more productive workout environment. The 7Ps marketing mix is considered a crucial determinant of consumer satisfaction. Understanding what influences customer satisfaction is critical to measuring and managing it in gyms and fitness clubs. This study focuses on the 7Ps marketing mix: product, price, place, promotion, people, physical evidence, and process. The conceptual framework includes theoretical framework and hypotheses development, research methodology, research implication, conclusion, as well as limitation and further research. Through the understanding of these factors, the researchers aim to show a better understanding of the 7Ps marketing mix concept and the factors that affect the customer satisfaction of gyms and fitness clubs in Malaysia.