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A bibliometric study of marigold flower towards digital marketing

Author

Listed:
  • Lana Sularto
  • Dharma Tintri Ediraras
  • R. Dewi Agushinta
  • Sri Hermawati
  • Ira Phajar Lestari
  • Nelli Kozlova
  • Herik Sugeru

Abstract

Marigold is a flowering plant with bright yellow or orange petals. In Indonesia, it is commonly grown as an ornamental plant in both highland and lowland residential areas. Marigold flowers have long been recognised for their roles in herbal medicine, decoration, and as materials in religious ceremonies. The pharmaceutical sector also acknowledges marigolds for their health benefits. Numerous cross-country studies have explored marigold variety development, utilisation and marketing. This study employs a literature review to map research themes related to marigold flowers and digital marketing. Bibliometric analysis using science mapping is applied to examine global research on marigolds, digital marketing, cross-country advantages, and sustainability. Data were collected from 1,000 journal articles indexed on Google Scholar, published between 2018 and 2024 and analysed using VOSviewer software. The results reveal four main research clusters, highlighting interconnections among digital marketing, sustainability, and marigold-based products, with health benefits and sustainable agriculture as focal points.

Suggested Citation

  • Lana Sularto & Dharma Tintri Ediraras & R. Dewi Agushinta & Sri Hermawati & Ira Phajar Lestari & Nelli Kozlova & Herik Sugeru, 2026. "A bibliometric study of marigold flower towards digital marketing," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 40(9), pages 1-26.
    • Handle: RePEc:ids:ijbire:v:40:y:2026:i:9:p:1-26
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