Global Research Output on Digital Marketing

a scientometric study

Abstract

Currently, there has been a major shift in the use of marketing techniques from traditional to digital forms. Marketing teams, therefore, are concentrating a major part of their financial budget on digital marketing. Hence, the present study primarily aims to review the articles on digital marketing to identify the top countries producing more research articles and determine the current status of digital marketing research and how the works have been shaping since 1999. There were 26391 articles published from 1999 to 2019 as reflected in the WoS-Web of Science database. These results show that the average citation per document is 28.36 and the average
citation per year per document is 2.77. Journal of Business Research had the highest contribution of research papers. The USA has the highest MCP ratio at 14.8%. Lee D is the leading author with a high degree of betweenness of 44.5% having more control of the flow of information in the research area. The study also proves that the research output in the study domain of digital marketing is mostly published by western countries which implies that digital marketing research is thriving in other parts of the world and provides  research scholars with insights into the subject area that needs to be concentrated.