Bibliographic Details
| Title: |
An in-depth analysis of digital marketing trends and prospects in small and medium-sized enterprises: utilizing bibliometric mapping. |
| Authors: |
Laila, Nisful1 nisful.laila@feb.unair.ac.id, Sukmaningrum, Puji Sucia1, Wan Ngah, Wan Azman Saini2, Rosyidi, Luthfi Nur1, Rahmawati, Indah1 |
| Source: |
Cogent Business & Management. 2024, Vol. 11 Issue 1, p1-22. 22p. |
| Subject Terms: |
*Small business, *Economic trends, *Digital transformation, *Marketing research, Bibliometrics |
| Abstract: |
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. [ABSTRACT FROM AUTHOR] |
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| Database: |
Business Source Complete |
