Exploring the Digital Transformation of Marketing: A Multidisciplinary Bibliometric Perspective

Abstract

The significance of digital marketing has grown throughout time in the current digital era as a way to provide clients with innovative properties for education, engagement, and the sale of goods and services. The purpose of the study is to evaluate research and development dynamics in the field of digital marketing (DM) from a multidisciplinary perspective by utilising bibliometric analysis to analyse the corpus of important research publications in the last twelve years (from 2012 to 2024). The Scopus database provided a total of 2403 published articles for the investigation. To provide more context, we evaluate patterns in the literature on digital marketing research in this study, considering the publication's year, author, keyword, and country. The findings showed that digital marketing research progressively grew during the study period. This bibliometric study generally provides the whole image of the field. It suggests that researchers focus on novel areas to add new findings and knowledge to the literature if they conduct digital marketing research.