A Bibliometric Study of Digital Marketing Strategy

Prahardika Prihananto, Syarifa Hanoum and Raihan Putra Satyas ()
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Prahardika Prihananto: Department of Business Management, Institute Technology of Sepuluh Nopember
Syarifa Hanoum: Department of Business Management, Institute Technology of Sepuluh Nopember
Raihan Putra Satyas: Department of Business Management, Institute Technology of Sepuluh Nopember

A chapter in Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022), 2023, pp 256-269 from Springer

Abstract: Abstract The development of information technologies and selling through digital marketing should represent a turning point in marketing techniques. Currently the Covid19 pandemic is affecting almost all areas of life, especially in business and economy. The objectives of this research are to review publications related to marketing strategies in the field of digital marketing, identify industry sectors that use digital marketing, identify frequently cited articles and analyze the evolution of research trends before the Covid19 pandemic. This study uses a bibliometric analysis method with a Scopus information of 222 articles connected to promoting ways within the field of digital marketing. The results show that the number of publications increased in the descriptive analysis.The marketing strategies Internet marketing, social media marketing, digital marketing, eWOM are widely used in this research. Hence the.countries.that have contributed the most to this research, namely: the United Kingdom, the United States and Australia. The widely used methodology is quantitative, four industry sectors use digital marketing in this study, Citation results are divided into 7 groups with different discussion topics, three articles are cited more frequently in other studies, Citation results have completed what there was 5 related and distinct clusters discussion topics..Research Implications adds insights into marketing strategy research trends in digital marketing for scholars and professionals to implement digital marketing during the current pandemic.

Keywords: Marketing Strategy; Digital Marketing/ Internet Marketing; Covid-19; Citation Analysis; Co-Citation Analysis (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-216-3_20

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DOI: 10.2991/978-94-6463-216-3_20

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