Recent Digital Marketing Research Trend: A Bibliometric Analysis

Digital marketing publications have flourished in the last two decades, but the literature remains fragmented and juvenile. This review maps the recent digital marketing landscape. 323 articles published between 2019 and 2023 were retrieved from Web of Science, Scopus, and ProQuest databases. Boolean Operators were applied to search documents using search keys like "interactive marketing," "digital marketing", "online marketing," "internet marketing," "web marketing," and "e-marketing". A bibliometric analysis was done using VosViewer 1.6.20 software. The results exhibited incremental trends in digital marketing publications during the last five years and will remain a growing global research agenda. Digital marketing as an umbrella term started occurring most frequently after 2021. Indonesia, India, Ukraine, the USA, and the UK were the top five contributors to the digital marketing literature. The Journal of Sustainability, Economic and Social Development Book of Proceedings, and Cogent Business and Management Journal were the top three publishers. Web marketing, omnichannel marketing, augmented reality, social media influencers, tourism, higher education, and SMEs were the most frequently studied contexts. The least researched areas were digital competencies, privacy, personal data protection, security measures, and prospects and obstacles to adopting digital marketing.