Search marketing: systematic literature review

Nurdin Hidayah, Vanessa Gaffar and Meta Arief

International Journal of Internet Marketing and Advertising, 2025, vol. 22, issue 2, 162-186

Abstract: This study aims a systematic and thorough evaluation of the literature on search marketing (SM). To assess the evolution of SM research through time, this work synthesises the literature on SM with the preferred reporting items for systematic reviews and meta-analysis (PRISMA) approach and divides the analysis based on theory, context, characteristics, and methods (TCCM). The examination of the literature demonstrates that research on SM is restricted to the fields of search engine marketing and search engine optimisation. We have also created an integrated conceptual framework that illustrates the interrelationships between variables based on the synthesis. In addition, we have suggested some future study topics and identified several neglected settings and priorities. This review adds to the realm of internet marketing both theoretically and practically.

Keywords: search engine marketing; SEM; search engine optimisation; SEO; search marketing; SM; apps search optimisation; search optimisation on marketplace; SOM; systematic literature review; SLR. (search for similar items in EconPapers)
Date: 2025
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