A Bibliometric Analysis of Digital Marketing Research in the Scopus Database (2016–2026)

Abstract

The study aims to analyze the scientific literature on the topic of digital marketing using biometric analysis. This was during the period 2016-2026, when papers in the Scopus database were examined. 11,919 research papers were collected and 2,340 published articles were selected for analysis on the topic of digital marketing using the VOSviewer program for co-citation, co-presence and co-authorship.

We found a development in publishing, as we noticed an increase in publishing during the period studied, as the United States of America led in publishing, and the specialization of business, management and accounting was in first place in terms of published scientific papers. The keyword digital marketing also topped the highest correlation strength, and Hong Kong University topped the list as the best active research institution on the subject.