Abstract
Purpose: To highlight the major emerging trends and the author’s intellectual and social structure, amongst other indicators about digital transformation in marketing. Method: This is a bibliometric and scientometric work. Originality/Relevance: This work compiles previous research about digital transformation and how it has been used in marketing, accessing emerging topics and gaps not being addressed in previous studies, being a valuable reference for researchers who intend to contribute with this research area. Results: This work shows emerging trends in marketing practices considering digital transformation, the most productive/influential documents, authors, journals, and organizations, most frequently used keywords, authorship patterns and potential areas of research related with Digital Transformation practices in marketing. Theoretical/methodological contributions: This study contributes to overall understanding of the knowledge structure of D.T. in marketing based on quantitative and graphical knowledge mapping analyses, implying the growing engagement of D.T. in marketing and suggestions for future research.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
