BIBLIOMETRIC ANALYSIS OF DIGITAL MARKETING WITH VISUAL MAPPING TECHNIQUE

Authors : Emine ŞENBABAOĞLU DANACI

Pages : 101-113

Doi:10.54452/jrb.1165618

View : 63 | Download : 40

Publication Date : 2023-06-22

Article Type : Research Paper

Abstract :Digital marketing is a very important position in line with the ever-advancing technology and the changing customer demands and needs. Due to the increase in studies on digital marketing in recent years, this study has been carried out in order to present the studies in the relevant literature to researchers together. In this study, the literature in the field of digital marketing is examined. This study, which examines the literature in the field of digital marketing, offers a quantitative-based approach to current trends in digital marketing. The paper used Vosviewer to analyze 858 digital marketing records from the Web of Science database between 1975 and 2021. This paper explores the whole picture of digital marketing research and shows a visual information structure and evolution of digital marketing. It is thought that this study, in which the dynamism of scientific publication activity is investigated, will shed light on other studies in the field of digital marketing. In this direction, it provides an important reference for academics in order to show the current situation and effective trends in the digital marketing field.
Keywords : Dijital pazarlama literatürü, Bibliyometrik analiz, Bilim haritalama analizi, VOSviewer, Web of Science

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