The Global Evolution of Digital Marketing Research: Mapping Conceptual, Interdisciplinary and Technological Trends with a Bibliometric Analysis

Authors : Faruk Dursun

Pages : 42-64

Doi:10.31006/gipad.1770675

View : 28 | Download : 109

Publication Date : 2025-12-25

Article Type : Research Paper

Abstract :This study aims to reveal the conceptual development dynamics of the discipline by systematically analyzing the intellectual structure of academic production, research trends, and the evolution of scientific collaborations in the field of digital marketing. A total of 6,432 academic publications retrieved from the Scopus database using the keyword “digital marketing” on August 15, 2025, were analyzed using bibliometric analysis methods. In the study, descriptive analyses were performed using Microsoft Excel, and co-authorship networks, institutional collaborations, and keyword co-occurrence maps were created using VOSviewer 1.6.20 software. The results of the study indicate that the digital marketing literature developed in three stages between 1980 and 2024: birth and discovery (1980-2000), slow rise (2001-2015), and explosive growth (2016-2024). Growth exceeding 300% has been recorded since 2021. In terms of geographical distribution, India (15.2%), the US (12.8%), Indonesia (8.4%), and the UK (7.9%) are in the lead. In terms of disciplinary distribution, Business-Management-Accounting (47.3%), Computer Science (38.2%), and Social Sciences (25.6%) stand out. Keyword analysis highlights the central role of the concepts “advertising” (103 occurrences), “artificial intelligence” (362 occurrences), and “consumer behavior” (271 occurrences). Digital marketing has reached academic maturity as an interdisciplinary, data-driven, and technologically innovative field. The integration of artificial intelligence, big data, and experiential technologies is shaping the future direction of the field.
Keywords : Dijital pazarlama, bibliyometrik analiz, bilimsel işbirlikleri, akademik eğilimler.

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