Research Tendency of Digital Marketing in the Period Of 2011 – 2022: a Bibliometric Analysis

Abstract

Digital marketing considered as an alternative of marketing strategies in the digital era since the technology has developed rapidly. This study aims to present a bibliographic as well as a bibliometric review regarding to the emerging tendency of digital marketing. A bibliometric analysis used to conduct this research involving performance analysis, science mapping, and network analysis. A few of software such as VOSviewer and Publish or Perish (PoP) utilized in analyzing the document which published during 2011 to 2022 from the Scopus database. The results of this study showed that in the period 2011 – 2022, there were 43 publications and 336 citations regarding the digital marketing, however the development of publications and citations roundly fluctuated. Hereinafter, mostly, some marketing strategies such as e-marketing and b2b marketing were usually used in the digital era. Nowadays, generally, social media and internet had been utilized widely in the business field. It proves that social media and internet extremely help the entrepreneur in conducting the digital marketing. In addition, tourism was one of the business fields employing the digital marketing to advertise the tourism service. Also, qualitative research was the methodology trend employed in carrying out the research regarding the digital marketing. Mostly in the Covid-19 pandemic, the digital marketing was employed to advertise the goods or service to the consumers