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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Journal La Sociale Journal of Economic, Business, and Administration JEBA Formosa Journal of Sustainable Research (FJSR) Jurnal Ilmu Manajemen dan Bisnis The Eastasouth Management and Business West Science Business and Management
Anani, Siske
Universitas Bina Mandiri Gorontalo
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Library & Information Science Public Health Social Sciences Other

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A Bibliometric and Thematic Analysis of Digital Marketing Research in Reputable Journals (2010-2024) Judijanto, Loso; Rauf, Nuzmerini; Anani, Siske; Idrus, Rini Angriani
West Science Business and Management Vol. 3 No. 02 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i02.1991

Abstract

This study presents a bibliometric and thematic analysis of digital marketing research published in reputable journals between 2010 and 2024, utilizing VOSviewer to map structural, conceptual, and temporal developments in the field. A total of curated Scopus-indexed journal articles were analyzed to identify key trends, prolific authors, collaborative networks, and evolving research themes. The results reveal that digital marketing has undergone significant transformation, with a shift from early emphases on technological enablers such as big data and artificial intelligence to more recent interests in consumer behavior, social media engagement, and sustainability. Co-authorship analysis highlights dominant scholarly clusters in both Western and emerging economies, reflecting a globally distributed knowledge base. Country-level collaboration networks further underscore the increasing contribution of nations like India, Indonesia, and Spain to the digital marketing discourse. Thematic clustering and temporal mapping indicate a maturation of the field, with growing interdisciplinary integration and practical relevance. This study provides critical insights for academics, practitioners, and policymakers aiming to navigate and contribute to the evolving landscape of digital marketing research.
Co-Authors Artit Dalangko Aryati Hamzah DARMAN Dini Ariyasanti Djamila Podungge Ely Ibrahim Frista Iin Wahyuni Frista Iin Wahyuni Idrus, Rini Angriani Imam Mashudi Imam Mashudi isfan y. igris Judijanto, Loso juliaty daaliwa Kadir, Susanti Linda Ali Maman Musa Ma’ruf, Fatmah mooduto, William Indra S.Mooduto Nanda Hidayati ngasemi iryana Ntoe, Pratiwi Nuzmerini Rauf Piyohu, Saripin Podungge, Djamila Rizal Rizal Rizal S.Mooduto, Willian Indra Sayi, Wilda setri pasandre Setyowati Subroto Sitti Husna Noviana Djou Sri Rahmatia Ali Susanti Kadir Syamsinah Syamsinah Tahir, Ismail Wahyuni, Frista Iin Witna Febrianti Lasalewo wiwin biluwa Yahya, Siskawaty Yamin, Rahmat