A Co-Word and Co-Citation Analysis of Digital Marketing Research

Abstract

As one of the most recent forms of marketing, digital marketing has emerged as the fastest-growing sector of the industry. A large number of academic studies have been published on different aspects of this field. The main objectives of this paper are to illustrate the evolution of the marketing field, examine the research focuses, and identify the future trends of digital marketing research using a combined bibliometric approach of co-word and co-citation analysis. Using the Web of Science (WoS) database, a representative set of 254 academic publications was selected and analyzed by VOSviewer software. The co-citation results represent four main research clusters, including digital marketing and business performance, opportunities and challenges, digital marketing development and research methodology, and digital marketing and customer behaviour. Similarly, the results of the co-keyword analysis reveal six themes, including foundation, digital marketing implications, digital marketing channels, content marketing, business sectors, and emerging trends.

Digital Marketing in the Age of Iot: A Review of Trends and Impacts

“…Through this exploration, the paper seeks to contribute to the academic and practical understanding of the evolving landscape of digital marketing in the age of IoT. To achieve these objectives, the paper employs a bibliometric approach, analyzing a representative set of academic publications to understand the evolution, research focuses, and future trends of digital marketing research in the context of IoT (Pham, X.L., Nguyen, P.M.B. and Truong, G.N.T., 2022).…”

A Comprehensive Bibliometric Study of Product Placement with an Ethical Emphasis

“…Researchers employing this methodology analyze publications, authors, and research paths to develop an understanding of the marketing landscape (Pham et al, 2022;Wani, 2023). Furthermore, bibliometric analysis aids in identifying emerging trends and potential opportunities within the realm of marketing for enterprises (SMEs) (Amiri et al, 2023).…”

“…This method empowers us to examine publishing patterns, citation networks and keyword trends to gain insights into marketing resources. Such studies hold value in assessing the importance and impact of marketing research endeavors (Amiri et al, 2023;Gao et al, 2021;Pham et al, 2022). Jain et al (2021) emphasized the effectiveness of this method in enhancing our comprehension of the patterns and trends found in publications regarding this matter.…”