The Digital Transformation: The Forty Years of Marketing Communication Research

Abstract

This in-depth analysis provides insight into the evolution and trends in marketing communication research using data from the Web of Science database. The study reveals a steady annual growth rate of 6.09% in publications, with the United States, China, and the United Kingdom as leading contributors. The field is characterized by its collaborative and interdisciplinary nature, with 71,630 authors contributing significantly. The thematic evaluation highlights the shift to contemporary themes like social media, digital marketing, and ICT. Advanced concepts like blockchain and artificial intelligence suggest future research directions. Keyword analysis highlights the prevalence of digital technologies. IEEE, Elsevier, and Springer Nature are found to be the most productive publishers. Influential authors, including Bacik, Radovan, Fedorko, Richard, and Gil Saura, provide insights into the field’s key contributors. This study offers significant insights for academics, professionals, and policymakers to comprehend the historical, current, and prospective marketing communication pathways.