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

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

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
DOI: 10.4018/978-1-7998-2963-8.ch003

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).
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Background

This section intent to present the literature review on Digital Marketing, bibliometrics concept and bibliometric indicators, and the most frequently used bibliometric databases.

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