How digital marketing evolved over time: A bibliometric analysis on scopus database.

Area of Science:

• Business and Marketing
• Information Science

Background:

• Customer engagement has shifted significantly towards social and digital media platforms.
• Marketers are increasingly allocating substantial portions of their advertising budgets to digital marketing strategies.

Purpose of the Study:

• To conduct a bibliometric analysis of digital marketing research.
• To identify dominant themes and influential works in the field.
• To determine the current research status and historical development of digital marketing.

Main Methods:

• Bibliometric analysis of 925 papers published in Scopus between 2000 and 2019.
• Quantitative analysis of authorship, collaboration, and publication trends.

Main Results:

• Average of 2.18 authors per paper, with a collaboration index of 2.71.
• Top contributing countries include the USA, India, and the UK.
• Three dominant research clusters identified: strategic planning, mobile marketing/app development, and customer demographic profiling.

Conclusions:

• Digital marketing research is characterized by increasing collaboration and global contributions.
• Key research areas focus on strategic integration, mobile technologies, and understanding customer demographics.
• The field has evolved significantly, with distinct thematic clusters emerging over the study period.