Digital marketing vs. Luxury research: A Bibliometric Analysis

In the past decade, digital marketing has gained an increasing amount of attention in luxury research and among practitioners. However, it appears that few have kept pace with the evolution of advanced digital technologies in luxury marketing or have a thorough understanding of how to implement digital marketing in the luxury field strategically. Taking stock of the extant literature on digital marketing in luxury research, this study aims to track the changes in digital marketing when considering luxury-related topics and issues. Featuring contributions from a state-of-the-field review of the broader luxury research segment, this study uses VOSViewer data visualizer to identify the most influential studies and authors in the field. Through the combination of bibliometric analysis and literature review, this study aims to mitigate the limitations of traditional literature review (e.g. interpretation bias) and obtain insightful findings. With a view to developing a conceptual framework, we identify five major research clusters by analyzing emerging keywords, leading journals, and influential authors, and leveraging insights concerning the trends and networks in previous research. Ultimately, the study offers insightful directions for potential areas of research that would be highly relevant to both academics and practitioners.