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An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping


Citation

Laila, Nisful and Sucia Sukmaningrum, Puji and Saini Wan Ngah, Wan Azman and Nur Rosyidi, Luthfi and Rahmawati, Indah (2024) An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping. Cogent Business and Management, 11 (1). art. no. 2336565. ISSN 2331-1975

Abstract

This study presents a bibliometric analysis of digital marketing research within small and medium-sized enterprises (SMEs) spanning from 1985 to 2024. By analyzing 699 publications from the Scopus database, it aims to provide a comprehensive overview of the field’s evolution and current research focuses. The analysis leverages VOSviewer and RStudio’s ‘Biblioshiny’ tools for their robustness in data handling and bias reduction, facilitating a detailed exploration of collaborative networks, key themes and impactful literature. Thematic analysis, enhanced by case studies, identifies emerging areas such as commerce, marketing, digital transformation, costs and Covid-19, offering insights into future research directions. Despite its reliance on Scopus-indexed articles as a limitation, the research contributes to the academic and practical understanding of digital marketing in SMEs, highlighting critical areas for future exploration and development. © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.


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Additional Metadata

Item Type: Article
Divisions: School of Business and Economics
DOI Number: https://doi.org/10.1080/23311975.2024.2336565
Publisher: Cogent OA
Keywords: Bibliometric analysis; Biblioshiny; Digital marketing; Ediz akcay; Bournemouth university talbot campus: bournemouth university; United kingdom of great britain and northern ireland; Entrepreneurship and small business management; Internet/digital marketing/e-marketing; Marketing; Marketing management; Marketing research; Small and medium-sized enterprises; Small business management; Technology; Vosviewer
Depositing User: Ms. Azian Edawati Zakaria
Date Deposited: 06 Nov 2024 03:41
Last Modified: 06 Nov 2024 03:41
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1080/23311975.2024.2336565
URI: http://psasir.upm.edu.my/id/eprint/112856
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