Introduction
The way marketers interact with consumers has changed dramatically as a result of the broad adoption of digital technology and online social networks. Organizations can compete with more objective, relational, and interactive marketing tactics by utilizing numerous digital platforms and information and communication technology (ICT) resources (e.g., smartphones, social media, mobile applications, electronic billboards, etc.). Adoption of cutting-edge technology andf data-driven marketing, particularly in digital advertising, offers a broad and effective reach. As a result, both in the physical and virtual worlds, groups of customers have become more knowledgeable, empowered, and linked thanks to digital marketing (DM). Using various computational techniques, such as growth curve analysis and covariance network analysis, this paper analyses research dynamics in interactive digital marketing by identifying the stages of evolution of key subjects, publications, and citation and co-citation networks.
As a result, the primary goal of this study is to evaluate research and development dynamics in the field of digital marketing from a multidisciplinary perspective by employing social network analysis to analyse the corpus of pertinent research publications (SNA). We aim to: (1) analyse the growth pattern of substantive areas; (2) identify authors, research institutions, and journals contributing a large volume of publications; (3) investigate research and development dynamics and propose a topic evolution model to show trends; (4) provide a holistic view of the research domain by identifying the evolution of productive research collaborations and networks; and (6) synthesise interesting findings from related research.
Background
Major study fields, their development, rising research trends, and key research collaborating groups are all important pieces of knowledge for DM research researchers because the field is developing so swiftly. Globally renowned international organisations that deal with the marketing of branded items are some of the key players in DM. This work explores research and the key researchers from a comprehensive and inclusive perspective by examining the bibliographic information of relevant.
Methodology
Tools for analysing citations based on bibliometric data offer a visual picture of the flow of knowledge across distinct substantive study topics (Van Eck & Waltman, 2014). The social network analysis (SNA) software packages Gephi and VOSviewer are used to build the evolutionary trajectory, citation, co-citation, and co-author networks from the bibliometric data from the chosen research (Bastian, Heymann, & Jacomy, 2009). To find the...
Countries and journals
The dataset extracted from the data repository of Scopus and WoS using the previously mentioned keywords includes 45,260 records after pre-processing. The institutions with the highest number of publications are presented in Table 1. The major substantive areas are business, management, and accounting (25%), computer science (23%), social sciences (15%), engineering (7%), decision sciences (6%), economics, econometrics and finance (5%), psychology (3%), and others (16%). The country.
Conclusion
Our research examines the development of research trends and the present dynamics of research from many angles and makes a variety of contributions. The study begins by performing a preliminary analysis to track the expansion of research papers in digital marketing and to identify the key researchers, co-researchers, and interactive digital marketing-related research topics. The growth curve that was fitted reveals five stages of DM research subject development. The report also identifies.
You must be logged in to post a comment.