A Co-Word and Co-Citation Analysis of Digital Marketing Research

Xuan Pham, Phuong Nguyen, Giang Truong

OAI: oai:igi-global.com:304817 • DOI: 10.4018/IJSSMET.304817

As one of the most recent forms of marketing, digital marketing has emerged as the fastest-growing sector of the industry. A large number of academic studies have been published on different aspects of this field. The main objectives of this paper are to illustrate the evolution of the marketing field, examine the research focuses, and identify the future trends of digital marketing research using a combined bibliometric approach of co-word and co-citation analysis. Using the Web of Science (WoS) database, a representative set of 254 academic publications was selected and analyzed by VOSviewer software. The co-citation results represent four main research clusters, including digital marketing and business performance, opportunities and challenges, digital marketing development and research methodology, and digital marketing and customer behaviour. Similarly, the results of the co-keyword analysis reveal six themes, including foundation, digital marketing implications, digital marketing channels, content marketing, business sectors, and emerging trends.