IDEAS home Printed from https://ideas.repec.org/a/igg/jssmet/v13y2022i1p1-20.html
   My bibliography  Save this article

A Co-Word and Co-Citation Analysis of Digital Marketing Research

Author

Listed:
  • Xuan Lan Pham

    (School of Management, University of Economics Ho Chi Minh City, Vietnam)

  • Phuong Minh Binh Nguyen

    (University of Economics Ho Chi Minh City, Vietnam)

  • Giang Nu To Truong

    (School of Management, University of Economics Ho Chi Minh City, Vietnam)

Abstract

As one of the most recent forms of marketing, digital marketing has emerged as the fastest-growing sector of the industry. A large number of academic studies have been published on different aspects of this field. The main objectives of this paper are to illustrate the evolution of the marketing field, examine the research focuses, and identify the future trends of digital marketing research using a combined bibliometric approach of co-word and co-citation analysis. Using the Web of Science (WoS) database, a representative set of 254 academic publications was selected and analyzed by VOSviewer software. The co-citation results represent four main research clusters, including digital marketing and business performance, opportunities and challenges, digital marketing development and research methodology, and digital marketing and customer behaviour. Similarly, the results of the co-keyword analysis reveal six themes, including foundation, digital marketing implications, digital marketing channels, content marketing, business sectors, and emerging trends.

Suggested Citation

  • Xuan Lan Pham & Phuong Minh Binh Nguyen & Giang Nu To Truong, 2022. "A Co-Word and Co-Citation Analysis of Digital Marketing Research," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global, vol. 13(1), pages 1-20, January.
    • Handle: RePEc:igg:jssmet:v:13:y:2022:i:1:p:1-20
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJSSMET.304817
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jung-Hwan Kim & Sharron J. Lennon, 2017. "Descriptive Content Analysis on E-Service Research," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global, vol. 8(1), pages 18-31, January.
    2. Sini-Kaisu Kinnunen & Antti Ylä-Kujala & Salla Marttonen-Arola & Timo Kärri & David Baglee, 2018. "Internet of Things in Asset Management: Insights from Industrial Professionals and Academia," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global, vol. 9(2), pages 104-119, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ha, Kyoo-Man, 2019. "Integrating the resources of Korean disaster management research via the Johari window," Evaluation and Program Planning, Elsevier, vol. 77(C).
    2. Jalal Rajeh Hanaysha & Mohammed Emad Al-Shaikh & Shanmugan Joghee & Haitham M. Alzoubi, 2022. "Impact of Innovation Capabilities on Business Sustainability in Small and Medium Enterprises," FIIB Business Review, , vol. 11(1), pages 67-78, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jssmet:v:13:y:2022:i:1:p:1-20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.