Visualisation of global research trends and future research directions of digital marketing in small and medium enterprises using bibliometric analysis

被引:19
作者
Amiri, Amiri Mdoe [1 ]
Kushwaha, Bijay Prasad [2 ]
Singh, Rajkumar [3 ]
机构
[1] Chandigarh Univ, Univ Sch Business, Mohali, India
[2] Vellore Inst Technol, VIT Business Sch, Vellore, India
[3] Graph Era Hill Univ, Sch Management, Dehra Dun, India
关键词
Digital marketing; Small and medium enterprises; Bibliometric analysis; Co-citation analysis; Bibliographic coupling; SOCIAL MEDIA; ADOPTION; USAGE; SMES; PERSPECTIVE; PERFORMANCE; TECHNOLOGY; STRATEGIES; LESSONS; EXPORT;
D O I
10.1108/JSBED-04-2022-0206
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose - The purpose of this research is to undertake a bibliometric analysis of digital marketing research in small and medium enterprises (SMEs). The study examines papers over the last two decades and performed performance analysis, co-citation analysis, bibliographic coupling and scientific mapping. Design/methodology/approach - The study examines 247 documents retrieved from the Scopus database using bibliometric analysis, performance analysis and thematic clustering. The study looked at the scientific productivity of papers, prolific authors, most influencing papers, institutions and nations, keyword cooccurrence, thematic mapping, co-citations and authorship and country collaborations. VOSviewer was employed as a tool in the research to conduct the performance analysis and thematic clustering. Findings - The most productive year was 2021 with 56 publications and the most impactful institute and countries are the University of Birmingham, UK, and the country is United Kingdom, respectively. Similarly, the most influential journal is "Industrial Marketing Management, and the most productive journal is "International Journal of Internet Marketing and Advertising". Furthermore, the most cited article is "Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands". The authors also identified five thematic clusters of digital marketing research in SMEs. Research limitations/implications - It informs and directs researchers on the current state of study in the field of digital marketing literature in SMEs. It also outlines future research directions in this field. Originality/value - This is the first study which provides the performance analysis and scientific mapping of the digital marketing literature in SMEs.
引用
收藏
页码:621 / 641
页数:21
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