Title: Digital marketing effectiveness and success factors for small and medium enterprises

Authors: Yashmita Awasthi; Anubha Srivastava; Aakanksha Uppal; Vaijayanti Anand; Anjita Srivastava

Addresses: School of Commerce, Finance and Accountancy, Christ University, Bengaluru, India ' Department of Management Studies, Institute of Technology and Science, Ghaziabad, India ' Symbiosis Law School, Constituent of Symbiosis International (Deemed) University, Noida, Uttar Pradesh, India ' Department of Management Studies, Institute of Technology and Science, Ghaziabad, India ' Budelkhand University, Jhansi, Uttar Pradesh, India

Abstract: Digital marketing is crucial for the organisation success. Therefore, this paper explores how research in digital marketing can enhance marketing strategies, drive consumer engagement and boost revenue generation. It highlights how businesses of varying sizes can leverage these insights to thrive in the competitive online market. The study conducts a bibliometric analysis of digital marketing research, tracing its evolution from inception to present day. Focusing on authorship patterns, international collaborations, and geographical influences, it assesses the potential future impact of research in this area. Using the Scopus database, 1,126 relevant articles were selected for detailed analysis. Employing the R Software and bibliometric package, an extensive scientific mapping analysis was performed. The findings present a thorough exploration of author contributions, source evaluations, document analytics, cluster mapping-citations, and collaborative networks. These findings provide valuable guidance for researchers and practitioners interested in emerging domain of digital marketing.

Keywords: digital marketing; bibliometric analysis; R Studio; factor analysis; science mapping.

DOI: 10.1504/IJESB.2026.153133

International Journal of Entrepreneurship and Small Business, 2026 Vol.58 No.1, pp.85 - 109

Received: 10 Dec 2024
Accepted: 24 Dec 2024
Published online: 23 Apr 2026 *

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