A Bibliometric Analysis of Digital Marketing Studies

6th International Scientific Conference – EMAN 2022 – Economics and Management: How to Cope With Disrupted Times, Ljubljana, Slovenia, March 24, 2022, CONFERENCE PROCEEDINGS, published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-57-8, ISSN 2683-4510

 Abstract:

Studies on digital marketing have a wide place in both national and international literature. The rapid growth in e-commerce transactions brought about by the COVID-19 pandemic, as well as the digitalization appli­cations brought about by the distance economy, reveal new digital-focused research areas for researchers. By conducting a bibliometric analysis of re­search articles with the keyword “digital marketing” in their abstracts in on­line “Web of Science” databases, the aim of this study is to provide concep­tual and methodological contributions as well as literature support for new research areas that emerged during the pandemic period. The basic criteria such as the number of authors and articles, author profile, publication place information, year, article subject, keywords, and resource usage, as well as the connection networks between these criteria, are examined by biblio­metric analysis, which has recently become widely used in the field of social sciences within the framework of a specific journal or a research topic. With this study, it is planned to identify research trends in the area of digital mar­keting, detect different research-related factors, and contribute to future re­search by pointing out research gaps. A discussion of the findings and ad­vice regarding the network connections between studies on digital market­ing concludes the study.

Keywords:

Digital marketing; Bibliometric analysis; Literature review; Web of Science

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