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

Nisful Laila, Puji Sucia Sukmaningrum, Wan Azman Saini Wan Ngah, Luthfi Nur Rosyidi, Indah Rahmawati

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Article number2336565
JournalCogent Business and Management
Volume11
Issue number1
DOIs
Publication statusPublished - 2024

Keywords

  • Biblioshiny
  • Digital marketing
  • Ediz Akcay, Bournemouth University Talbot Campus: Bournemouth University, United Kingdom of Great Britain and Northern Ireland
  • Entrepreneurship and Small Business Management
  • Internet/Digital Marketing/e-Marketing
  • Marketing
  • Marketing Management
  • Marketing Research
  • Small Business Management
  • VOSviewer
  • bibliometric analysis
  • small and medium-sized enterprises
  • technology

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