Scientometric analysis of scientific outputs in the field of digital marketing

• Published in: Majallah-i ʻilmʹsanjī-i Kāspiyan Vol. 11; no. 2; pp. 52 - 63
• Main Authors: Ismael Mostafavi, Yeganeh Dastar
• Format: Journal Article
• Language: Persian
• Published: Babol University of Medical Sciences 01.11.2024
• Subjects: content analysis; digital marketing; scientific mapping; scientometrics; web of science
• ISSN: 2423-4710; 2383-157X

Background and aim: The internet has provided marketers with a new path for greater creativity, resulting in increased transparency in marketing. The expansion of digital media platforms and the commercial use of the internet have transformed the business landscape. The present study aims to conduct a scientometric analysis of scholarly publications in the field of digital marketing from Web of Science database. Materials and methods: The present study is a descriptive-analytical and applied research conducted using a scientometric approach. The study population includes studies conducted in the field of digital marketing in the Web of Science database (1980-2024). Excel and RStudio software were used to analyze data and draw scientific maps. Findings: The content analysis roadmap of studies on digital marketing reveals the following: In the first quartile, the topics "Digital Marketing, Social Media, and COVID-19" and "Social Media Marketing, Consumer Behavior, and Credit" show the highest levels of development and relevance. The second quartile includes "Social Media", indicating subjects exclusive to this domain. Additionally, the cluster "Marketing and E-commerce" overlaps with the fourth quartile. In the third quartile, the cluster "Artificial Intelligence and Machine Learning" is found, exhibiting the lowest levels of development and relevance, thus considered underdeveloped and immature. Moreover, the cluster "Tourism and Technology" shares commonalities with the fourth quartile. Finally, in the fourth quartile, the cluster "Online Marketing" represents fundamental topics in the field. Conclusion: The studies primarily focus on thematic areas such as social media, social networks, digital marketing, e-commerce, business intelligence, customer relationship management, machine learning, digital strategy, influencer marketing, social media engagement, interactive advertising, and communication networks.