Saturday 14 August 2021

Trends and patterns in digital marketing research: Bibliometric analysis

 

 Source: https://link.springer.com/article/10.1057/s41270-021-00116-9#auth-Nader-Ale_Ebrahim

Trends and patterns in digital marketing research: Bibliometric analysis

Journal of Marketing Analytics (2021)Cite this article

Abstract

In today’s digital era, the importance of digital marketing has increased from one year to another as a way of providing novel properties for informing, engaging, and selling services and products to clients. The research’s aim is to investigate trends and patterns in the area of digital marketing research from 1979 to June 2020 through a bibliometric analysis technique. A total of 924 articles published were obtained from the Scopus database for the analysis. In this paper, we examine variant bar charts including the year of publication, writer, publication, keyword, and country to provide more insights. Results indicated that digital marketing research steadily increased during the study period and the maximum publications occurred in the year 2019 that reach to 163 documents. The trend of publications is still growing. The top 20 documents based on the times cited per year (TCpY) were qualitatively analyzed. The largest number of multiple (MCP) and single (SCP) publications was from the USA, followed by the UK and China. The top 20 most repeated authors’ keywords out of 1909 with their trends illustrated. The “real-time bidding”, “machine learning”, “big data”, “social media marketing”, and “influencer marketing” are the emerging keywords in the digital Marketing area. This bibliometric study generally provides the whole image of the field and suggests that researchers focus on novel areas to add new findings and knowledge in the literature if they conduct digital marketing research.

This is a preview of subscription content, access via your institution.

References

  1. Abedini, A., R. Rahman, H.S. Naeini, and N. Ale Ebrahim. 2017. The 100 most cited papers in’industrial design’: A bibliometric analysis. Exacta – EP, São Paulo 15 (3): 515–526.

  2. Aghaei Chadegani, A., H. Salehi, M. Yunus, H. Farhadi, M. Fooladi, M. Farhadi, and N. Ale Ebrahim. 2013. A comparison between two main academic literature collections: Web of Science and Scopus databases. Asian Social Science 9 (5): 18–26.

    Google Scholar 

  3. Aksnes, D.W. 2003. Characteristics of highly cited papers. Research Evaluation 12 (3): 159–170.

    Article  Google Scholar 

  4. Ale Ebrahim, S., A. Ashtari, M.Z. Pedram, N. Ale Ebrahim, and A. Sanati-Nezhad. 2020. Publication trends in exosomes nanoparticles for cancer detection. International Journal of Nanomedicine 15: 4453.

    Article  Google Scholar 

  5. Aria, M., and C. Cuccurullo. 2017. Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics 11 (4): 959–975. https://doi.org/10.1016/j.joi.2017.08.007.

    Article  Google Scholar 

  6. Barnes, S.J., and E. Scornavacca. 2004. Mobile marketing: The role of permission and acceptance. International Journal of Mobile Communications 2 (2): 128–139.

    Article  Google Scholar 

  7. Baumgartner, H., and R. Pieters. 2003. The structural influence of marketing journals: A citation analysis of the discipline and its subareas over time. Journal of Marketing 67 (2): 123–139.

    Article  Google Scholar 

  8. Bethu, S., V. Sowmya, B.S. Babu, G.C. Babu, and Y.J.N. Kumar. 2018. Data science: Identifying influencers in social networks. Periodicals of Engineering and Natural Sciences 6 (1): 215–228.

    Article  Google Scholar 

  9. Bharadwaj, V., P. Chen, W. Ma, C. Nagarajan, et al. 2012. Shale: An efficient algorithm for allocation of guaranteed display advertising. Paper presented at the Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining, 1195–1203. https://doi.org/10.1145/2339530.2339718.

  10. Brodie, R.J., and B. Juric. 2018. Customer engagement: Developing an innovative research that has scholarly impact. Journal of Global Scholars of Marketing Science 28 (3): 291–303.

    Article  Google Scholar 

  11. Cai, H., K. Ren, W. Zhang, K. Malialis, J. Wang, Y. Yu, and D. Guo. 2017. Real-time bidding by reinforcement learning in display advertising. Paper presented at the Proceedings of the Tenth ACM International Conference on Web Search and Data Mining, 661–670. https://doi.org/10.1145/3018661.3018702.

  12. Cavallo, R., R.P. McAfee, and S. Vassilvitskii. 2015. Display advertising auctions with arbitrage. ACM Transactions on Economics and Computation (TEAC) 3 (3): 1–23.

    Article  Google Scholar 

  13. Diodato, V. 1994. Dictionary of bibliometrics psychology press. Binghamton: The Haworth Press.

    Google Scholar 

  14. Ferreira, M.P. 2011. A bibliometric study on Ghoshal's managing across borders. Multinational Business Review 19 (4): 357–375.

  15. Ferreira, M.P., J.C. Santos, M.I.R. de Almeida, and N.R. Reis. 2014. Mergers & acquisitions research: A bibliometric study of top strategy and international business journals, 1980–2010. Journal of Business Research 67 (12): 2550–2558.

    Article  Google Scholar 

  16. Fierro, I., D.A. Cardona Arbelaez, and J. Gavilanez. 2017. Digital marketing: A new tool for international education. Pensamiento & Gestión 42: 241–260.

    Google Scholar 

  17. Franceschini, F., and D. Maisano. 2011. Regularity in the research output of individual scientists: An empirical analysis by recent bibliometric tools. Journal of Informetrics 5 (3): 458–468.

    Article  Google Scholar 

  18. Fujita, M., P. Harrigan, and G. Soutar. 2017. A netnography of a university’s social media brand community: Exploring collaborative co-creation tactics. Journal of Global Scholars of Marketing Science 27 (2): 148–164.

    Article  Google Scholar 

  19. Ghanbari Baghestan, A., H. Khaniki, A. Kalantari, M. Akhtari-Zavare, E. Farahmand, E. Tamam, and M. Danaee. 2019. A crisis in “open access”: Should communication scholarly outputs take 77 years to become open access? SAGE Open 9 (3): 2158244019871044.

    Article  Google Scholar 

  20. Ghosh, A., P. McAfee, K. Papineni, and S. Vassilvitskii. 2009. Bidding for representative allocations for display advertising. Paper presented at the International workshop on internet and network economics, 208–219.

  21. Ghosh, A., B.I.P. Rubinstein, S. Vassilvitskii, and M. Zinkevich. 2009. Adaptive bidding for display advertising. Paper presented at the 18th International World Wide Web Conference, WWW 2009, Madrid, 251–260.

  22. Gordhamer, S. 2009. Ways social media is changing business. New York: Mashable. Retrieved from http://Mashable.ComMedia-Business/2009/09/22/Social-Media-Business/.

  23. Guercini, S., P.M. Bernal, and C. Prentice. 2018. New marketing in fashion e-commerce. Journal of Global Fashion Marketing 9 (1): 1–8.

    Article  Google Scholar 

  24. Han, S.-L., T. Thao Nguyen, and V. Anh Nguyen. 2016. Antecedents of intention and usage toward customers’ mobile commerce: Evidence in Vietnam. Journal of Global Scholars of Marketing Science 26 (2): 129–151.

    Article  Google Scholar 

  25. Hay, A.M., and K.S. Beavon. 1979. Periodic marketing: A preliminary graphical analysis of the conditions for part time and mobile marketing. Tijdschrift Voor Economische En Sociale Geografie 70 (1): 27–34.

    Article  Google Scholar 

  26. Järvinen, J., and H. Karjaluoto. 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management 50: 117–127.

    Article  Google Scholar 

  27. Jayawardhena, C., A. Kuckertz, H. Karjaluoto, and T. Kautonen. 2009. Antecedents to permission based mobile marketing: an initial examination. European Journal of Marketing 43 (3/4): 473–499.

  28. Kalantari, A., A. Kamsin, H.S. Kamaruddin, N.A. Ebrahim, A. Gani, A. Ebrahimi, and S. Shamshirband. 2017. A bibliometric approach to tracking big data research trends. Journal of Big Data 4 (1): 1–18.

    Article  Google Scholar 

  29. Kamal, Y. (2016). Study of trend in digital marketing and evolution of digital marketing strategies. International Journal of Engineering Science 6 (5): 5300–5302.

  30. Kaplan, A.M., and M. Haenlein. 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53 (1): 59–68.

    Article  Google Scholar 

  31. Kargaran, S., M. J. Pour, and H. Moeini. 2017. Successful customer knowledge management implementation through social media capabilities. VINE Journal of Information and Knowledge Management Systems, 47 (3): 353–371.

  32. Karjaluoto, H., and T. Alatalo. 2007. Consumers’ attitudes towards and intention to participate in mobile marketing. International Journal of Services Technology and Management 8 (2–3): 155–173.

    Article  Google Scholar 

  33. Khodabandelou, R., N. Aleebrahim, A. Amoozegar, and G. Mehran. 2019. Revisiting three decades of educational research in Iran: A bibliometric analysis. Iranian Journal of Comparative Education 2 (1): 1–21.

    Google Scholar 

  34. Kim, J. 2018. Social dimension of sustainability: From community to social capital. Journal of Global Scholars of Marketing Science 28 (2): 175–181.

    Article  Google Scholar 

  35. Kim, E.Y., and K. Yang. 2018. Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity. Journal of Global Fashion Marketing 9 (4): 287–304.

    Article  Google Scholar 

  36. Ko, E. 2019. Bridging Asia and the world: Global platform for the Interface between marketing and management. New York: Elsevier.

    Google Scholar 

  37. LABS, X. 2017. How is big data influencing digital marketing strategy? Retrieved from https://www.xcubelabs.com/blog/how-is-big-data-influencing-digital-marketing-strategy/.

  38. Lamberton, C., and A.T. Stephen. 2016. A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing 80 (6): 146–172.

    Article  Google Scholar 

  39. Levy, S., and Y. Gvili. 2015. How credible is e-word of mouth across digital-marketing channels?: The roles of social capital, information richness, and interactivity. Journal of Advertising Research 55 (1): 95–109.

    Article  Google Scholar 

  40. Li, S., J.Z. Li, H. He, P. Ward, and B.J. Davies. 2011. WebDigital: A Web-based hybrid intelligent knowledge automation system for developing digital marketing strategies. Expert Systems with Applications 38 (8): 10606–10613.

    Article  Google Scholar 

  41. Maghami, M.R., M.E. Rezadad, N.A. Ebrahim, and C. Gomes. 2015. Qualitative and quantitative analysis of solar hydrogen generation literature from 2001 to 2014. Scientometrics 105 (2): 759–771.

    Article  Google Scholar 

  42. Martín-Consuegra, D., M. Faraoni, E. Díaz, and S. Ranfagni. 2018. Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model. Journal of Global Fashion Marketing 9 (3): 237–251.

    Article  Google Scholar 

  43. Nerur, S.P., A.A. Rasheed, and V. Natarajan. 2008. The intellectual structure of the strategic management field: An author co-citation analysis. Strategic Management Journal 29 (3): 319–336.

    Article  Google Scholar 

  44. Perlich, C., B. Dalessandro, R. Hook, O. Stitelman, T. Raeder, and F. Provost. 2012. Bid optimizing and inventory scoring in targeted online advertising. Paper presented at the Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining, 804–812. https://doi.org/10.1145/2339530.2339655.

  45. Poushter, J., C. Bishop, and H. Chwe. 2018. Social media use continues to rise in developing countries but plateaus across developed ones. Retrieved from https://www.pewresearch.org/global/2018/06/19/social-media-use-continues-to-rise-in-developing-countries-but-plateaus-across-developed-ones/.

  46. Ramos-Rodríguez, A.R., and J. Ruíz-Navarro. 2004. Changes in the intellectual structure of strategic management research: A bibliometric study of the Strategic Management Journal, 1980–2000. Strategic Management Journal 25 (10): 981–1004.

    Article  Google Scholar 

  47. Ren, K., W. Zhang, K. Chang, Y. Rong, Y. Yu, and J. Wang. 2017. Bidding machine: Learning to bid for directly optimizing profits in display advertising. IEEE Transactions on Knowledge and Data Engineering 30 (4): 645–659.

    Article  Google Scholar 

  48. Ren, K., W. Zhang, Y. Rong, H. Zhang, Y. Yu, and J. Wang. 2016. User response learning for directly optimizing campaign performance in display advertising. Paper presented at the Proceedings of the 25th acm international on conference on information and knowledge management, 679–688. https://doi.org/10.1145/2983323.2983347.

  49. Saura, J.R., P. Palos-Sánchez, and L.M. Cerdá Suárez. 2017. Understanding the digital marketing environment with KPIs and web analytics. Future Internet 9 (4): 76.

    Article  Google Scholar 

  50. Shafique, M. 2013. Thinking inside the box? Intellectual structure of the knowledge base of innovation research (1988–2008). Strategic Management Journal 34 (1): 62–93.

    Article  Google Scholar 

  51. Taiminen, H.M., and H. Karjaluoto. 2015. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development 22 (4): 633–651. https://doi.org/10.1108/JSBED-05-2013-0073.

    Article  Google Scholar 

  52. Taylor, C.R., Y.-N. Cho, C.M. Anthony, and D.B. Smith. 2018. Photoshopping of models in advertising: A review of the literature and future research agenda. Journal of Global Fashion Marketing 9 (4): 379–398.

    Article  Google Scholar 

  53. Van Eck, N.J., and L. Waltman. 2010. Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics 84 (2): 523–538. https://doi.org/10.1007/s11192-009-0146-3.

    Article  Google Scholar 

  54. Wang, J., W. Zhang, and S. Yuan. 2016. Display advertising with real-time bidding (RTB) and behavioural targeting. arXiv:1610.03013.

  55. Weinberg, T. 2009. The new community rules: Marketing on the social web. Journal of Applied Communications 96(2): 11.

  56. Whiting, A., and D. Williams. 2013. Why people use social media: A uses and gratifications approach. Qualitative Market Research 16 (4): 362–369.

    Article  Google Scholar 

  57. Willett, P. 2007. A bibliometric analysis of the Journal of Molecular Graphics and Modelling. Journal of Molecular Graphics and Modelling 26 (3): 602–606.

    Article  Google Scholar 

  58. Woodside, A.G., and P. Bernal Mir. 2019. Clicks and purchase effects of an embedded, social-media, platform endorsement in internet advertising. Journal of Global Scholars of Marketing Science 29 (3): 343–357.

    Article  Google Scholar 

  59. Yang, Z., Y. Shi, and B. Wang. 2015. Search engine marketing, financing ability and firm performance in E-commerce. Procedia Computer Science 55: 1106–1112.

    Article  Google Scholar 

  60. Yin, C., S. Ding, and J. Wang. 2019. Mobile marketing recommendation method based on user location feedback. Human-Centric Computing and Information Sciences 9 (1): 1–17.

    Article  Google Scholar 

  61. Yodel, G. 2017. What is influencer marketing. Huffington Post. https://www.huffpost.com/entry/what-is-influcner-marketing_b_10778128#:~:text=Influencer%20marketing%20is%20simply%20the,the%20character%20of%20a%20brand.&text=Anyone%20with%20internet%20access%20can,well%20enough%2D%20become%20an%20influencer.

  62. Yuan, S., J. Wang, and X. Zhao. 2013. Real-time bidding for online advertising: measurement and analysis. Paper presented at the Proceedings of the Seventh International Workshop on Data Mining for Online Advertising.

  63. Zarrella, D. 2009. The social media marketing book. Sebastopol: O’Reilly Media Inc.

    Google Scholar 

  64. Zhang, M., and N. Dholakia. 2018. Conceptual framing of virtuality and virtual consumption research. Journal of Global Scholars of Marketing Science 28 (4): 305–319.

    Article  Google Scholar 

  65. Zhang, W., Y. Rong, J. Wang, T. Zhu, and X. Wang. 2016. Feedback control of real-time display advertising. Paper presented at the Proceedings of the Ninth ACM International Conference on Web Search and Data Mining, 407–416. https://doi.org/10.1145/2835776.2835843.

  66. Zhang, W., and J. Wang. 2015. Statistical arbitrage mining for display advertising. Paper presented at the Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 1465–1474. https://doi.org/10.1145/2783258.2783269.

  67. Zhang, W., Yuan, S., and Wang, J. (2014). Optimal real-time bidding for display advertising. Paper presented at the Proceedings of the 20th ACM SIGKDD international conference on Knowledge discovery and data mining, 1077–1086. https://doi.org/10.1145/2623330.2623633.

Download references

Author information

Affiliations

  1. Social Science and Economics Department, Alzahra University, Vanak, Tehran, Iran

    Zahra Ghorbani, Sanaz Kargaran & Manijeh Haghighinasab

  2. Farabi Campus, University of Tehran, Tehran, Iran

    Ali Saberi

  3. Ministry of Education District 7, Eshragh Institute, Tehran, Iran

    Seyedh Mahboobeh Jamali

  4. Research and Technology Department, Alzahra University, Vanak, Tehran, Iran

    Nader Ale Ebrahim

Corresponding author

Correspondence to Zahra Ghorbani.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and Permissions

About this article

Verify currency and authenticity via CrossMark

Cite this article

Ghorbani, Z., Kargaran, S., Saberi, A. et al. Trends and patterns in digital marketing research: bibliometric analysis. J Market Anal (2021). https://doi.org/10.1057/s41270-021-00116-9

Download citation

Keywords

  • Digital marketing
  • Electronic commerce marketing
  • Search engine marketing
  • VoSviewer
  • Bibliometric
Posted by at
Labels: , , , ,

No comments:

Post a Comment

Subscribe to: Post Comments (Atom)