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Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles

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  • Kim, Juran
  • Kang, Seungmook
  • Lee, Ki Hoon

Abstract

Digital marketing is leading the way in offering new features to reach, inform, engage, offer, and sell products and services to customers, and is expected to continue to be at the forefront of the technological revolution. The purpose of this study is to identify influential cited works in digital marketing communication (DMC) research, to determine the current status of the research on DMC, and to indicate the extent to which influential works have shaped it. This bibliometric study assesses articles published over a 12-year period in core DMC-related journals. The analysis examines 5865 citations of 141 digital-related articles in the targeted journals in the given publications using both citation and co-citation analyses. After a broad disciplinary review of key cited DMC works, this study suggests thematic insights and implications for academics and practitioners that are promising avenues for creating effective DMC.

Suggested Citation

  • Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
  • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:552-563
    DOI: 10.1016/j.jbusres.2019.09.043
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