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

Author

Listed:
  • Nisful Laila
  • Puji Sucia Sukmaningrum
  • Wan Azman Saini Wan Ngah
  • Luthfi Nur Rosyidi
  • Indah Rahmawati

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.

Suggested Citation

  • Nisful Laila & Puji Sucia Sukmaningrum & Wan Azman Saini Wan Ngah & Luthfi Nur Rosyidi & Indah Rahmawati, 2024. "An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2336565-233, December.
    • Handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2336565
    DOI: 10.1080/23311975.2024.2336565
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