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A broad overview of interactive digital marketing: A bibliometric network analysis

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  • Krishen, Anjala S.
  • Dwivedi, Yogesh K.
  • Bindu, N.
  • Kumar, K. Satheesh

Abstract

The widespread adoption of digital technologies and online social networks has revolutionized the way marketers engage with consumers. By deploying various digital platforms and information and communication technology (ICT) tools (e.g., smartphones, social media, mobile apps, electronic billboards, etc.), organizations can compete with more objective, relational, and interactive marketing techniques. The adoption of innovative devices and data-driven marketing, specifically in digital advertising, provides both a wide and efficient reach. Consequently, digital marketing (DM) triggered the creation of more informed, empowered, and connected groups of customers in both the real and virtual worlds. This paper tracks research dynamics in interactive digital marketing by identifying the stages of evolution of major topics, articles, citation and co-citation networks, using various computational techniques, including growth curve analysis and citation network analysis of bibliometric information. Finally, the study offers contributions to the field of interactive digital marketing as an international and interdisciplinary field of research.

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  • Krishen, Anjala S. & Dwivedi, Yogesh K. & Bindu, N. & Kumar, K. Satheesh, 2021. "A broad overview of interactive digital marketing: A bibliometric network analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 183-195.
    • Handle: RePEc:eee:jbrese:v:131:y:2021:i:c:p:183-195
    DOI: 10.1016/j.jbusres.2021.03.061
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    18. Federica Pascucci & Elisabetta Savelli & Giacomo Gistri, 2023. "How digital technologies reshape marketing: evidence from a qualitative investigation," Italian Journal of Marketing, Springer, vol. 2023(1), pages 27-58, March.

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