Emrah SΔ±tkΔ± Yilmaz – Gaziantep University, Turkey
Hanifi Murat Mutlu –
Gaziantep University, Turkey

 

DOI: https://doi.org/10.31410/EMAN.2022.135

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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

Β 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 appliΒ­cations brought about by the distance economy, reveal new digital-focused research areas for researchers. By conducting a bibliometric analysis of reΒ­search articles with the keyword β€œdigital marketing” in their abstracts in onΒ­line β€œWeb of Science” databases, the aim of this study is to provide concepΒ­tual 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 biblioΒ­metric 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 marΒ­keting, detect different research-related factors, and contribute to future reΒ­search by pointing out research gaps. A discussion of the findings and adΒ­vice regarding the network connections between studies on digital marketΒ­ing concludes the study.

Keywords:

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

REFERENCES

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