Trends and patterns in digital marketing research: bibliometric analysis

Ghorbani, Zahra; Kargaran, Sanaz; Saberi, Ali; Haghighinasab, Manijeh; Jamali, Seyedh Mahboobeh; Ebrahim, Nader Ale

doi:10.1057/s41270-021-00116-9

Cited by 36 publications

(21 citation statements)

References 56 publications

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“…The main purpose of this study was to shed light on the s-commerce phenomenon and its intersection with purchase intention by using the literature on the issue to enhance knowledge about this new way of commerce gaining popularity since the 2010s. The bibliometric method gives comprehensive statistics about the developing trends and the direction of a specific area, and helps us focus on a narrow field in the literature [76].…”

Section: Discussionmentioning

confidence: 99%

Social Commerce and Purchase Intention: A Brief Look at the Last Decade by Bibliometrics

Dincer

Dinçer

2023

Sustainability

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Over the last decade, the development of smartphones, social networking sites, and applications led to a rise in social commerce, a new way for companies and individuals to carry on a trade. The s-commerce trend is based mostly on information exchange and social connections, and their effect on users’ purchase intention. This study seeks to observe trends in the literature on social commerce while investigating its interplay with purchase intention using bibliometric analysis. This analysis is one of the best tools to summarize the research in the field and to designate the trends and future directions. However, to eliminate data duplication and the cleaning process, only the ScienceDirect database is used with “social commerce” and “purchase intention” as keywords, providing us with 71 studies for the period 2013–2022. This study sorts these articles according to the following bibliographic indicators: year of publication, journal with most published research, authors, language, keywords, and citation frequency. The general themes and methods of the papers in the database are also investigated to better cover the topic. This analysis provides insight for this line of research into purchase intention in social commerce.

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Section: Discussionmentioning

confidence: 99%

Social Commerce and Purchase Intention: A Brief Look at the Last Decade by Bibliometrics

Dincer

Dinçer

2023

Sustainability

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“…The time and longitudinal evolution theme includes analytics and data analysis methods over time (Blozis 2022), as well as the insights of bibliometrics and their relevance in marketing research and analytics (Caputo and Kargina 2022;Ghorbani et al 2022). JMA studies also reflected on an essential topic in marketing analytics-i.e., prediction-in relation to performance and profitability, as well as machine learning methods (Valluri et al 2022;Vriens et al 2022).…”

Section: Time and Longitudinal Evolutionmentioning

confidence: 99%

Mapping 2022 in Journal of Marketing Analytics: what lies ahead?

Petrescu

Krishen

2023

J Market Anal

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The 27 peer-reviewed articles published in the Journal of Marketing Analytics (JMA) in 2022 present relevant insights regarding both the current state of marketing analytics and trends and topics to be considered by research and practice in 2023 and beyond. Considering the dynamic evolution of analytics, data science, and related technologies, we present here an overview of the essential questions and issues which may cross our paths in the weeks and months to come.A semantic analysis mapping of JMA's peer-reviewed articles is included in Fig. 1 (e.g., Krishen et al. 2019). The main themes identified in this unsupervised lexical analysis (via Leximancer) display the central areas of research in 2022. We will now expand on each of these themes. ConsumersArticles in the consumers theme reflected on analytics in the context of consumer engagement and retention (Bozkurt et al. 2022; Simões and Nogueira 2022), customer inertia (Kautish et al. 2022), and customer experience and preferences (Kaabachi et al. 2022; Yoo and Yoon 2022). Consumer communication in the context of the pandemic (Li and McCrary 2022) and the customer decision journey (Vollrath and Villegas 2022) were also topics approached in the context of marketing analytics.

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“…While digital marketing emerged in the 1990s was primarily related to advertising, its scope expanded with the emergence of mobile marketing and social media in the 2000s (Fierro et al, 2017). Digital marketing opens new doors in interacting with consumers (Ghorbani et al, 2021). Although the words opinion leader and influencer are used interchangeably sometimes, an influencer is an opinion leader emerging with social media (Belanche et al, 2021).…”

Section: Traditional Influencer Definitionmentioning

confidence: 99%

Intellectual Influencer as a New Ambassador in Digital Marketing Communication

Gürşen

2023

cejc

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This conceptual paper focuses on intellectual influencer concept to offer a differentiation tool for influencer marketing activities. First, influencer marketing is explained from the traditional point of view. Secondly, the historical development process of the public intellectual concept which was formerly a subject of non-marketing disciplines such as journalism, sociology, and philosophy is discussed. Subsequently, the relationship between these two concepts together with influencer marketing and related marketing communication activities are evaluated. Finally, marketing-related areas where intellectual influencers can produce content are elaborated. This study could open a fresh field in academic research by bringing a new dimension to influencer marketing. Also, it can offer a noteworthy alternative for businesses in terms of differentiation, attracting attention and reaching target markets.

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Trends and patterns in digital marketing research: bibliometric analysis

Cited by 36 publications

References 56 publications

Social Commerce and Purchase Intention: A Brief Look at the Last Decade by Bibliometrics

Social Commerce and Purchase Intention: A Brief Look at the Last Decade by Bibliometrics

Mapping 2022 in Journal of Marketing Analytics: what lies ahead?

Intellectual Influencer as a New Ambassador in Digital Marketing Communication

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