REVIEW OF DIGITAL MARKETING LITERATURE BY BIBLIOMETRIC AND VISUALIZATION ANALYSIS

Abstract

The study aims to examine the publications related to digital marketing published in 1985- 2021 with the social network analysis method and to reveal the research trends in the digital marketing field. For this aim, publications with “digital marketing” in the title were scanned in the Scopus database. In the study, bibliometric data of 469 publications downloaded from the Scopus database were used. Bibliometric analysis was carried out for publication language, publication year, publication types, journal citation network, keyword and subject trends, and author co-citation network. According to the results, the interest in the digital marketing research field has increased since 2017. Publications mainly consist of conference proceedings and articles. The languages of the publications are English, Portuguese, and Spanish. The countries of origin of the publications are India, America, and the United Kingdom. While the Digital Marketing journal is the most frequently cited journal, Kannan and Li (2017) is identified it as the most cited paper. The interests of young adults, evolving big data, and consumer buying behavior are the most studied topics. The most commonly used keywords in publications were digital marketing, marketing, commerce, social media, sales, social networks, human, artificial intelligence, internet, and big data.