research paper related to digital marketing

Trends and patterns in digital marketing research: bibliometric analysis

• Original Article
• Published: 12 August 2021
• Volume 10 , pages 158–172, ( 2022 )

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• Zahra Ghorbani 1 ,
• Sanaz Kargaran 1 ,
• Ali Saberi   ORCID: orcid.org/0000-0001-8839-6772 2 ,
• Manijeh Haghighinasab 1 ,
• Seyedh Mahboobeh Jamali   ORCID: orcid.org/0000-0001-8728-5827 3 &
• Nader Ale Ebrahim   ORCID: orcid.org/0000-0001-7091-4439 4  

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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.

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

Zahra Ghorbani, Sanaz Kargaran & Manijeh Haghighinasab

Farabi Campus, University of Tehran, Tehran, Iran

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

Seyedh Mahboobeh Jamali

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

Nader Ale Ebrahim

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Ghorbani, Z., Kargaran, S., Saberi, A. et al. Trends and patterns in digital marketing research: bibliometric analysis. J Market Anal 10 , 158–172 (2022). https://doi.org/10.1057/s41270-021-00116-9

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Revised : 14 December 2020

Accepted : 31 May 2021

Published : 12 August 2021

Issue Date : June 2022

DOI : https://doi.org/10.1057/s41270-021-00116-9

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Journal of Indian Business Research

ISSN : 1755-4195

Article publication date: 20 February 2023

Issue publication date: 3 March 2023

This study aims to analyze the available literature on the use of digital marketing and its impact on small- and medium-sized enterprises (SMEs). This study identifies the use of digital marketing practices and its impact on SMEs.

Design/methodology/approach

A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village, ISI Web of Knowledge database is used to search the research publications on the selected topic.

Although some SME firms use digital marketing, their impact is not similar where we can recommend a fixed strategy for applying digital marketing. This review provides an insight into how digital marketing has evolved over the period of time and how SMEs are adopting it for their sustenance.

Practical implications

This study will give theoretical analysis of various benefits received by SMEs because of digital marketing in the different capacities helping organizations to uplift their productivity. Mind mapping will give the idea of impact of SMEs on their various performances in rural as well as in the urban areas. This study will give further scope for digital marketers to approach those industries specifically at rural parts of the nation for bringing change into their marketing operations and also for increasing turnover by the use of digital marketing.

Originality/value

Research on the use of digital marketing by SMEs firms is still at the embryonic stage in India. This study is a pioneering effort to review the use of digital marketing in SMEs and identify research priorities for scholars and practitioners.

• Literature review
• Digital marketing
• Small and medium enterprises
• Impact on SMEs

Jadhav, G.G. , Gaikwad, S.V. and Bapat, D. (2023), "A systematic literature review: digital marketing and its impact on SMEs", Journal of Indian Business Research , Vol. 15 No. 1, pp. 76-91. https://doi.org/10.1108/JIBR-05-2022-0129

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