A Bibliometric Analysis of Global Online Marketing Research Trends

Abstract

The revolution of the internet technology has increased the demand for online marketing strategies. Over the years, online marketing has received considerable attention owing to its advantages to both individuals and organizations. This study sought to analyze the global online marketing research trends from 1975 to 2019 through a bibliometric analysis procedure. A total of 789 published articles were retrieved from the Scopus database for the analysis. The results suggest that between 2001-2010, Google AdWords, affiliate marketing, e-mail marketing, search engine advertising (SEA), search engine marketing (SEM), search engine optimization (SEO), social media marketing, and convergent mobile technologies is the most preferred online marketing platform in the hospitality, tourism, hotel, multi-national corporations (MNCs), construction, and software industry. Between 2011-2019, online marketing study focused more on social media marketing platforms such as Facebook, Instagram, Twitter, blogs, and dual-channel (i.e., YouTube). Also, the online marketing trend switched its focus from multi-national corporations (MNCs), construction, and software industry in 2001-2010 to small and medium enterprises (SMEs), business-to-business marketing, and agribusiness in 2011-2019. The findings of this study provide useful information to academic researchers and industry practitioners to aid their understanding of online marketing research development and online marketing roles in strategizing marketing plans. This paper innovates by identifying new areas for investigation and potential research opportunities in the field of online marketing. It is one of the pioneer studies which provides a greater understanding of online marketing research by investigating its evolution through bibliometric analysis.

Academic research output on social capital: a bibliometric and visualization analysis

“…With regard to research collaborations between countries, the USA and England were found to be the two most productive countries in terms of co-authored publications involving social capital (260 and 142 documents, respectively), as similarly revealed in previous studies (Garrigos-Simon et al. , 2018; Patrick and Hee, 2020). These two nations are in the center of Figure 8, in which the 38 countries that meet the threshold of five co-authored documents are shown (out of the total of 77 countries which have published on the topic of social capital).…”

Analisis Bibliometrik Corporate Social Responsibility pada Pangkalan Data ProQuest

“…Ozkose dan Gancer (2017) mendefinisikan analisis bibliometrik sebagai pendekatan dalam metode kuantitatif yang dapat menafsirkan pola publikasi melalui perhitungan statistika dan matematika (Demir et al, 2020). Pemilihan analisis bibliometrik karena pendekatan ini dapat digunakan untuk menganalisis tren global pada area atau topik tertentu yang diunggah pada jurnal akademik atau artikel (Patrick & Hee, 2020). Jurnal atau artikel akademik yang digunakan pada penelitian ini adalah jurnal atau artikel mengenai penelitian tanggung jawab sosial perusahaan pada bidang komunikasi dan kehumasan yang berasal dari pangkalan data ProQuest.…”

Analisis Bibliometrik Terhadap Online Marketing

“…Studi analisis bibliometrik adalah pendekatan kuantitatif untuk menganalisis tren penelitian global di bidang atau topik tertentu berdasarkan jurnal atau artikel akademik yang diterbitkan (Patrick & Hee, 2020).…”

“…Studi pemetaan menggunakan analisis blibiometrik dengan topik tren global dalm riset pemasaran online yang telah dilakukan oleh Zurina Patrick dan Ong Choon Hee (Patrick & Hee, 2020). Studi tersebut meninjau 789 artikel penelitian yang diterbitkan dari tahun 1975 sampai 2019.…”