Digital Marketing: A Bibliometric Analysis Based on the Scopus Database Scientific Publications

View Sample PDF

Author(s): Maria Isabel Barreiro Ribeiro (Instituto Politécnico de Bragança, Portugal), António José Gonçalves Fernandes (Instituto Politécnico de Bragança, Portugal)and Isabel Maria Lopes (Instituto Politécnico de Bragança, Portugal)
Copyright: 2020
Pages: 22
Source title: Digital Marketing Strategies and Models for Competitive Business
Source Author(s)/Editor(s): Filipe Mota Pinto (Polytechnic Institute of Leiria, Portugal)and Teresa Guarda (Universidad Peninsula de Santa Elena (UPSE), Ecuador)
DOI: 10.4018/978-1-7998-2963-8.ch003

Keywords: Business & Management / Business Science Reference / Marketing

Purchase

View Digital Marketing: A Bibliometric Analysis Based on the Scopus Database Scientific Publications on the publisher's website for pricing and purchasing information.

Abstract

This research aimed to identify the most developed themes in the field of digital marketing from 2010 to 2019. A total of 898 publications were selected from the Scopus database from the Business, Management and Accounting and Economics, Econometrics, and Finance domains. A bibliometric analysis was carried out using VOSviewer software and the term co-occurrence technique was used. Three clusters were identified. The first cluster relates digital marketing to the changes and adaptations of society and the economy since the emergence of the internet. The second cluster relates digital marketing to information technologies, e-commerce, and consumer behavior. Finally, the third cluster relates digital marketing with markets, social media, users, tourism, and electronic word-of-mouth (e-WOM).

The IRMA Community

Research IRM

Digital Marketing: A Bibliometric Analysis Based on the Scopus Database Scientific Publications

Purchase

Abstract

Related Content

IRMA Sponsors