A Study of Digital Marketing Research Using Bibliometric Analysis

摘要

Research on digital marketing with entrepreneurial spirit continues to develop but is limited to one country and/or one field. From the perspective of bibliometric analysis, this study purposes to visually research mapping and research trends in the field of digital marketing on an international scale. This study used bibliometric techniques with secondary data from Scopus. Analyze and visualize data using the VOSViewer program and the analyze search results function on Scopus. This study analyzed 1,023 scientific documents published from 1982 to 2019. According to the research, Bina Nusantara University, and Derek Holder had the most active affiliated institutions and individual scientists in digital marketing research. Business, management, and accounting; and "Journal of Direct Data and Digital Marketing Practice" were the most studied and disseminated outlets of digital marketing research. There were three category maps of collaborative researchers from around the world. Based on the identification of a collection of knowledge accumulated from over thirty-seven years of publication, this research proposes a grouping of digital marketing research themes: Commerce, Human, Information system, Decision support systems, Online marketing, Social networking, and Search engine optimization, abbreviated as CHIDOSS research themes.