An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping
This study presents a bibliometric analysis of digital marketing research within small and medium-sized enterprises (SMEs) spanning from 1985 to 2024. By analyzing 699 publications from the Scopus database, it aims to provide a comprehensive overview of the field’s evolution and current research foc...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Cogent OA
2024
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| Online Access: | http://psasir.upm.edu.my/id/eprint/112856/ http://psasir.upm.edu.my/id/eprint/112856/1/112856.pdf |
| _version_ | 1848866057666691072 |
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| author | Laila, Nisful Sucia Sukmaningrum, Puji Saini Wan Ngah, Wan Azman Nur Rosyidi, Luthfi Rahmawati, Indah |
| author_facet | Laila, Nisful Sucia Sukmaningrum, Puji Saini Wan Ngah, Wan Azman Nur Rosyidi, Luthfi Rahmawati, Indah |
| author_sort | Laila, Nisful |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This study presents a bibliometric analysis of digital marketing research within small and medium-sized enterprises (SMEs) spanning from 1985 to 2024. By analyzing 699 publications from the Scopus database, it aims to provide a comprehensive overview of the field’s evolution and current research focuses. The analysis leverages VOSviewer and RStudio’s ‘Biblioshiny’ tools for their robustness in data handling and bias reduction, facilitating a detailed exploration of collaborative networks, key themes and impactful literature. Thematic analysis, enhanced by case studies, identifies emerging areas such as commerce, marketing, digital transformation, costs and Covid-19, offering insights into future research directions. Despite its reliance on Scopus-indexed articles as a limitation, the research contributes to the academic and practical understanding of digital marketing in SMEs, highlighting critical areas for future exploration and development. © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. |
| first_indexed | 2025-11-15T14:14:33Z |
| format | Article |
| id | upm-112856 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T14:14:33Z |
| publishDate | 2024 |
| publisher | Cogent OA |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1128562024-11-06T03:41:22Z http://psasir.upm.edu.my/id/eprint/112856/ An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping Laila, Nisful Sucia Sukmaningrum, Puji Saini Wan Ngah, Wan Azman Nur Rosyidi, Luthfi Rahmawati, Indah This study presents a bibliometric analysis of digital marketing research within small and medium-sized enterprises (SMEs) spanning from 1985 to 2024. By analyzing 699 publications from the Scopus database, it aims to provide a comprehensive overview of the field’s evolution and current research focuses. The analysis leverages VOSviewer and RStudio’s ‘Biblioshiny’ tools for their robustness in data handling and bias reduction, facilitating a detailed exploration of collaborative networks, key themes and impactful literature. Thematic analysis, enhanced by case studies, identifies emerging areas such as commerce, marketing, digital transformation, costs and Covid-19, offering insights into future research directions. Despite its reliance on Scopus-indexed articles as a limitation, the research contributes to the academic and practical understanding of digital marketing in SMEs, highlighting critical areas for future exploration and development. © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group. Cogent OA 2024 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/112856/1/112856.pdf Laila, Nisful and Sucia Sukmaningrum, Puji and Saini Wan Ngah, Wan Azman and Nur Rosyidi, Luthfi and Rahmawati, Indah (2024) An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping. Cogent Business and Management, 11 (1). art. no. 2336565. ISSN 2331-1975 https://www.tandfonline.com/doi/full/10.1080/23311975.2024.2336565 10.1080/23311975.2024.2336565 |
| spellingShingle | Laila, Nisful Sucia Sukmaningrum, Puji Saini Wan Ngah, Wan Azman Nur Rosyidi, Luthfi Rahmawati, Indah An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping |
| title | An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping |
| title_full | An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping |
| title_fullStr | An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping |
| title_full_unstemmed | An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping |
| title_short | An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping |
| title_sort | in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping |
| url | http://psasir.upm.edu.my/id/eprint/112856/ http://psasir.upm.edu.my/id/eprint/112856/ http://psasir.upm.edu.my/id/eprint/112856/ http://psasir.upm.edu.my/id/eprint/112856/1/112856.pdf |