Digital marketing: a quantitative approach on the scientific production
by Danilo Magno Marchiori; Arminda Maria Finisterra Do Paço; Helena Maria Batista Alves; Paulo Alexandre De Oliveira Duarte; Ricardo José De Ascensão Gouveia Rodrigues
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 11, No. 4, 2020

Abstract: The available technological infrastructure and the use of digital platforms by individuals and companies are in rapid growth worldwide. Companies, following this movement, invest more in marketing activities in environments mediated by information technology. Therefore, digital marketing, also known as internet marketing, e-marketing, web marketing, and mobile marketing, gains more space in scientific literature, attracting researchers from all over the world. In this context, due to the lack of similar studies that compile, organise and summarise the existing knowledge on this area of research, this article examines previous literature on digital marketing published between 1998 and April 2017 using bibliometric analysis techniques, especially the analyses of co-occurrence, co-citation, and coupling bibliographic. A total of 377 scientific articles were extracted from the Web of Science database, allowing the identification of the origins and evolution of the research on the subject, its foundations, and intellectual structures. Follow up of the results addresses their implication for the evolution of research on the new and promising field of digital marketing.

Online publication date: Thu, 12-Nov-2020

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