Title: Search marketing: systematic literature review

Authors: Nurdin Hidayah; Vanessa Gaffar; Meta Arief

Addresses: Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Bandung 40154, Indonesia; Department of Tourism, Politeknik Pariwisata NHI Bandung, Bandung 40141, Indonesia ' Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Bandung 40154, Indonesia ' Faculty of Economics and Business Education, Universitas Pendidikan Indonesia, Bandung 40154, Indonesia

Abstract: This study aims a systematic and thorough evaluation of the literature on search marketing (SM). To assess the evolution of SM research through time, this work synthesises the literature on SM with the preferred reporting items for systematic reviews and meta-analysis (PRISMA) approach and divides the analysis based on theory, context, characteristics, and methods (TCCM). The examination of the literature demonstrates that research on SM is restricted to the fields of search engine marketing and search engine optimisation. We have also created an integrated conceptual framework that illustrates the interrelationships between variables based on the synthesis. In addition, we have suggested some future study topics and identified several neglected settings and priorities. This review adds to the realm of internet marketing both theoretically and practically.

Keywords: search engine marketing; SEM; search engine optimisation; SEO; search marketing; SM; apps search optimisation; search optimisation on marketplace; SOM; systematic literature review; SLR.

DOI: 10.1504/IJIMA.2025.145058

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.2, pp.162 - 186

Received: 29 Dec 2022
Accepted: 31 Aug 2023
Published online: 18 Mar 2025 *

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