Analysis and categorization of studies of digital marketing in small and medium enterprises

Abstract

Purpose: To analyze and categorize the scientific production in the field of digital marketing in small and medium enterprises.Design/methodology/approach: We retrieved the bibliographic information of 294 publications in this field indexed in Scopus and employed technology-mining techniques and cluster analysis of keywords to gain insight into the most relevant trends in this research area. We conducted a keyword cleaning process to remove ambiguity, synonyms, and obvious results and employed our own Python scripts and the Bibliometrix package in the R programming language for the calculations.Findings: Our results paint a broad picture of this research area, highlighting its most important journals, countries, researchers, and keywords, as well as their interactions. We also identified and explained five thematic clusters: electronic commerce, social media, specific social media, internationalization, and brand. We found that social media, big data, search engine optimization, advertisement, internationalization, websites, and Facebook are hot research topics in this field. Originality/value: This study offers updated information on the trends of the scientific production in said research field, covering a time window that goes up to the year 2021. This is beyond any traditional bibliometric analysis, and it reveals the structure of the knowledge in the field. This paper can be used as a reference point to define a future research agenda in this area.

Mapping digital marketing research in social networks: A short-term bibliometric analysis (2018-2023)

“…Kumar et al (2020), focusses their research on the evolution of literature on digital mediation in B2B markets. Cadavid & Valencia-Arias (2022), conduct an analysis of publications centered on digital marketing in the context of small and medium-sized enterprises. Finally, Krishen et al (2021) delve into the research and development dynamics in the field of digital marketing from a multidisciplinary perspective.…”

The reciprocal relationship between search engine optimization (SEO) success and brand equity (BE): an analysis of SMEs

“…Particularly, the technological revolution of the internet has not only benefited large enterprises but also has enabled SMEs to penetrate global mass markets that would have been inaccessible otherwise. However, SMEs are often late adopters of digital tools, preferring traditional technologies because they are inexpensive and easy to use, which leaves them ill-prepared for the rapid changes brought about by the technological environment and market evolution (Cadavid and Valencia-Arias, 2022).…”