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A Systematic Literature Review of Trends in Digital Marketing Research in Romania

Author

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  • Catană Ştefan-Alexandru

    (University of Bucharest, Bucharest, Romania)

  • Barbu Andreea

    (National University of Science and Technology POLITEHNICA Bucharest, Bucharest, Romania)

Abstract

In the contemporary world, the significance of technology has become increasingly paramount. Hence, we are living in times in which the theme of digitalization is a transformative force, reshaping our daily lives and fundamentally altering the way we interact, work, and perceive the world around us. The paper aims to conduct a bibliometric analysis of digital marketing research in Romania. A total of 37 studies were found and systematized using inclusion and exclusion criteria. The papers were selected only if they featured research on digital marketing in the Romanian market. Using this search strategy, a literature review was conducted based on papers extracted from the Web of Science database. As a result, 16 papers were evaluated. Although the analyzed articles highlight quite a variety of things, the papers emphasize that digital marketing is an emerging subject in the Romanian market. This paper adds to the existing body of knowledge that digital marketing can be viewed from three perspectives: the impact of digital marketing strategies on consumer behavior in the technology era, exploring the nexus of digital marketing and social media: consumer engagement, trends, and impact, and digital marketing transformations across industries: trends, challenges, and opportunities.

Suggested Citation

  • Catană Ştefan-Alexandru & Barbu Andreea, 2024. "A Systematic Literature Review of Trends in Digital Marketing Research in Romania," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 18(1), pages 2240-2247.
    • Handle: RePEc:vrs:poicbe:v:18:y:2024:i:1:p:2240-2247:n:1035
    DOI: 10.2478/picbe-2024-0187
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    References listed on IDEAS

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    1. Capatina, Alexandru & Kachour, Maher & Lichy, Jessica & Micu, Adrian & Micu, Angela-Eliza & Codignola, Federica, 2020. "Matching the future capabilities of an artificial intelligence-based software for social media marketing with potential users’ expectations," Technological Forecasting and Social Change, Elsevier, vol. 151(C).
    2. Drago? Tohãnean, , and & Alexandru Ilie Buzatu & Cristina-Andrada Baba & Bogdan Georgescu, 2020. "Business Model Innovation Through the Use of Digital Technologies: Managing Risks and Creating Sustainability," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 22(55), pages 758-758, August.
    3. Elena PELINESCU & Marioara IORDAN & Mihaela-Nona CHILIAN, 2021. "Digitization and Population Welfare in the New EU Member States," Journal for Economic Forecasting, Institute for Economic Forecasting, vol. 0(4), pages 59-75, December.
    4. Monica Raileanu Szeles & Mihaela Simionescu, 2021. "Improving the school-to-work transition for young people by closing the digital divide: evidence from the EU regions," International Journal of Manpower, Emerald Group Publishing Limited, vol. 43(7), pages 1540-1555, October.
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