A Bibliometric Analysis of Digital Marketing Studies
A Bibliometric Analysis of Digital Marketing Studies

Author(s): Emrah Sitki Yilmaz, Hanifi Murat Mutlu
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Digital marketing; Bibliometric analysis; Literature review; Web of Science
Summary/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.

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