TY - JOUR
T1 - An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises
T2 - utilizing bibliometric mapping
AU - Laila, Nisful
AU - Sucia Sukmaningrum, Puji
AU - Saini Wan Ngah, Wan Azman
AU - Nur Rosyidi, Luthfi
AU - Rahmawati, Indah
N1 - Publisher Copyright:
© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024
Y1 - 2024
N2 - 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.
AB - 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.
KW - Biblioshiny
KW - Digital marketing
KW - Ediz Akcay, Bournemouth University Talbot Campus: Bournemouth University, United Kingdom of Great Britain and Northern Ireland
KW - Entrepreneurship and Small Business Management
KW - Internet/Digital Marketing/e-Marketing
KW - Marketing
KW - Marketing Management
KW - Marketing Research
KW - Small Business Management
KW - VOSviewer
KW - bibliometric analysis
KW - small and medium-sized enterprises
KW - technology
UR - http://www.scopus.com/inward/record.url?scp=85189953806&partnerID=8YFLogxK
U2 - 10.1080/23311975.2024.2336565
DO - 10.1080/23311975.2024.2336565
M3 - Article
AN - SCOPUS:85189953806
SN - 2331-1975
VL - 11
JO - Cogent Business and Management
JF - Cogent Business and Management
IS - 1
M1 - 2336565
ER -