Analisis Bibliometrik Pada Google Scholar Dengan Kata Kunci “Digital Marketing†Menggunakan Perangkat Lunak Vosviewer
Abstract
Trends in digital marketing research have often been carried out by many researchers. This has spawned a deep interest and discussion about digital marketing in recent years. Evidenced by the increasing number of companies that recognize the use of digital marketing in selling and promoting their products. Digital marketing is a series of strategies aimed at promoting brands on the internet. It differs from traditional marketing in that it involves the use of different online channels and methods that allow analysis of results in real time. This study uses a quantitative descriptive. Meanwhile, the analysis uses bibliometric analysis by collecting scientific article literature results obtained from Google Scholar with the keyword "Digital Marketing" using the Publish or Perish application. The search results for scientific work are stored in the RIS format and processed using VOSviewer. Map of the development of articles with topics about digital marketing in the category of article title, abstract, keywords in the period 1996 – 2022 divided into 57 clusters. These clusters contain several keywords, variables, and authors who made scientific articles about digital marketing in that period. These things are useful for research updates on digital marketing.
References
American Marketing Association. (2021). https://www.ama.org/what-is-digital-marketing/.
Chaffey, D. (2010). Applying organisational capability models to assess the maturity of digital-marketing governance. In Journal of Marketing Management (Vol. 26, Issues 3–4, pp. 187–196). https://doi.org/10.1080/02672571003612192
Chaffey, D., & Patron, M. (2012). From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital Marketing Practice, 14(1), 30–45. https://doi.org/10.1057/dddmp.2012.20
Effendy, F., Gaffar, V., Hurriyati, R., & Hendrayati, H. (2021). Analisis Bibliometrik Perkembangan Penelitian Penggunaan Pembayaran Seluler Dengan Vosviewer. Jurnal Interkom: Jurnal Publikasi Ilmiah Bidang Teknologi Informasi Dan Komunikasi, 16(1), 10–17.
Faruk, M., Rahman, M., & Hasan, S. (2021). How digital marketing evolved over time: A bibliometric analysis on scopus database. In Heliyon (Vol. 7, Issue 12). Elsevier Ltd. https://doi.org/10.1016/j.heliyon.2021.e08603
Ghorbani, Z., Kargaran, S., Saberi, A., Haghighinasab, M., Jamali, S. M., & Ale Ebrahim, N. (2022). Trends and patterns in digital marketing research: bibliometric analysis. Journal of Marketing Analytics, 10(2), 158–172. https://doi.org/10.1057/s41270-021-00116-9
Glänzel, W., & Schubert, A. (2003). A new classification scheme of science fields and subfields designed for scientometric evaluation purposes. Scientometrics, 56(3), 357–367.
Glenisson, P., Glänzel, W., Janssens, F., & De Moor, B. (2005). Combining full text and bibliometric information in mapping scientific disciplines. Information Processing & Management, 41(6), 1548–1572.
Hasibuan, L. T., & Soemitra, A. (2022). Bibliometric Analysis of the Role of Online Marketing on MSME Actors in the Pandemic Period Analisis Bibliometrika Peran Pemasaran Online terhadap Pelaku UMKM di Masa Pandemi (Vol. 1, Issue 2).
Järvinen, J. (n.d.). The Use of Digital Analytics for Measuring and Optimizing Digital Marketing Performance.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117–127. https://doi.org/10.1016/j.indmarman.2015.04.009
Key, T. M. (2017). Domains of Digital Marketing Channels in the Sharing Economy. Journal of Marketing Channels, 24(1–2), 27–38. https://doi.org/10.1080/1046669X.2017.1346977
Key, T. M., Czaplewski, A. J., & Ferguson, J. M. (2019). PREPARING WORKPLACE-READY STUDENTS WITH DIGITAL MARKETING SKILLS. Marketing Education Review, 29(2), 131–135. https://doi.org/10.1080/10528008.2019.1610331
Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. In Journal of Business Research (Vol. 131, pp. 183–195). Elsevier Inc. https://doi.org/10.1016/j.jbusres.2021.03.061
Ovsiannikova, Y. (2016). DIGITAL MARKETING AND ITS ROLE IN THE MODERN BUSINESS PROCESSES. In WSPÓÅPRACA EUROPEJSKA NR (Vol. 11, Issue 18).
Pandey, N. (n.d.). Digital Marketing Strategies for Firms in Post COVID-19 Era: Insights and Future Directions. www.business-standard.com
Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. In Journal of Business and Industrial Marketing (Vol. 35, Issue 7, pp. 1191–1204). Emerald Group Holdings Ltd. https://doi.org/10.1108/JBIM-06-2019-0283
Patrutiu Baltes, L. (2015). Content marketing-the fundamental tool of digital marketing. In Bulletin of the Transilvania University of Braşov Series V: Economic Sciences • (Vol. 8, Issue 57).
Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation and Knowledge, 6(2), 92–102. https://doi.org/10.1016/j.jik.2020.08.001
Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2021). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management. https://doi.org/10.1080/00472778.2021.1955127
Saura, J. R., Palos-Sanchez, P. R., & Correia, M. B. (2018). Digital Marketing Strategies Based on the E-Business Model (pp. 86–103). https://doi.org/10.4018/978-1-5225-7074-5.ch005
Saura, J. R., Palos-Sánchez, P., & Suárez, L. M. C. (2017). Understanding the digital marketing environment with kpis and web analytics. In Future Internet (Vol. 9, Issue 4). MDPI. https://doi.org/10.3390/FI9040076
Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management, 98, 161–178. https://doi.org/10.1016/j.indmarman.2021.08.006
Shah, S. H. H., Lei, S., Ali, M., Doronin, D., & Hussain, S. T. (2020). Prosumption: bibliometric analysis using HistCite and VOSviewer. Kybernetes, 49(3), 1020–1045.
Van Eck, N. J., & Waltman, L. (2014). Visualizing bibliometric networks. Measuring Scholarly Impact: Methods and Practice, 285–320.
Zha, D., Melewar, T. C., Foroudi, P., & Jin, Z. (2020). An assessment of brand experience knowledge literature: Using bibliometric data to identify future research direction. International Journal of Management Reviews, 22(3), 287–317.
Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429–472.
Chaffey, D. (2010). Applying organisational capability models to assess the maturity of digital-marketing governance. In Journal of Marketing Management (Vol. 26, Issues 3–4, pp. 187–196). https://doi.org/10.1080/02672571003612192
Chaffey, D., & Patron, M. (2012). From web analytics to digital marketing optimization: Increasing the commercial value of digital analytics. Journal of Direct, Data and Digital Marketing Practice, 14(1), 30–45. https://doi.org/10.1057/dddmp.2012.20
Effendy, F., Gaffar, V., Hurriyati, R., & Hendrayati, H. (2021). Analisis Bibliometrik Perkembangan Penelitian Penggunaan Pembayaran Seluler Dengan Vosviewer. Jurnal Interkom: Jurnal Publikasi Ilmiah Bidang Teknologi Informasi Dan Komunikasi, 16(1), 10–17.
Faruk, M., Rahman, M., & Hasan, S. (2021). How digital marketing evolved over time: A bibliometric analysis on scopus database. In Heliyon (Vol. 7, Issue 12). Elsevier Ltd. https://doi.org/10.1016/j.heliyon.2021.e08603
Ghorbani, Z., Kargaran, S., Saberi, A., Haghighinasab, M., Jamali, S. M., & Ale Ebrahim, N. (2022). Trends and patterns in digital marketing research: bibliometric analysis. Journal of Marketing Analytics, 10(2), 158–172. https://doi.org/10.1057/s41270-021-00116-9
Glänzel, W., & Schubert, A. (2003). A new classification scheme of science fields and subfields designed for scientometric evaluation purposes. Scientometrics, 56(3), 357–367.
Glenisson, P., Glänzel, W., Janssens, F., & De Moor, B. (2005). Combining full text and bibliometric information in mapping scientific disciplines. Information Processing & Management, 41(6), 1548–1572.
Hasibuan, L. T., & Soemitra, A. (2022). Bibliometric Analysis of the Role of Online Marketing on MSME Actors in the Pandemic Period Analisis Bibliometrika Peran Pemasaran Online terhadap Pelaku UMKM di Masa Pandemi (Vol. 1, Issue 2).
Järvinen, J. (n.d.). The Use of Digital Analytics for Measuring and Optimizing Digital Marketing Performance.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117–127. https://doi.org/10.1016/j.indmarman.2015.04.009
Key, T. M. (2017). Domains of Digital Marketing Channels in the Sharing Economy. Journal of Marketing Channels, 24(1–2), 27–38. https://doi.org/10.1080/1046669X.2017.1346977
Key, T. M., Czaplewski, A. J., & Ferguson, J. M. (2019). PREPARING WORKPLACE-READY STUDENTS WITH DIGITAL MARKETING SKILLS. Marketing Education Review, 29(2), 131–135. https://doi.org/10.1080/10528008.2019.1610331
Krishen, A. S., Dwivedi, Y. K., Bindu, N., & Kumar, K. S. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis. In Journal of Business Research (Vol. 131, pp. 183–195). Elsevier Inc. https://doi.org/10.1016/j.jbusres.2021.03.061
Ovsiannikova, Y. (2016). DIGITAL MARKETING AND ITS ROLE IN THE MODERN BUSINESS PROCESSES. In WSPÓÅPRACA EUROPEJSKA NR (Vol. 11, Issue 18).
Pandey, N. (n.d.). Digital Marketing Strategies for Firms in Post COVID-19 Era: Insights and Future Directions. www.business-standard.com
Pandey, N., Nayal, P., & Rathore, A. S. (2020). Digital marketing for B2B organizations: structured literature review and future research directions. In Journal of Business and Industrial Marketing (Vol. 35, Issue 7, pp. 1191–1204). Emerald Group Holdings Ltd. https://doi.org/10.1108/JBIM-06-2019-0283
Patrutiu Baltes, L. (2015). Content marketing-the fundamental tool of digital marketing. In Bulletin of the Transilvania University of Braşov Series V: Economic Sciences • (Vol. 8, Issue 57).
Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation and Knowledge, 6(2), 92–102. https://doi.org/10.1016/j.jik.2020.08.001
Saura, J. R., Palacios-Marqués, D., & Ribeiro-Soriano, D. (2021). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management. https://doi.org/10.1080/00472778.2021.1955127
Saura, J. R., Palos-Sanchez, P. R., & Correia, M. B. (2018). Digital Marketing Strategies Based on the E-Business Model (pp. 86–103). https://doi.org/10.4018/978-1-5225-7074-5.ch005
Saura, J. R., Palos-Sánchez, P., & Suárez, L. M. C. (2017). Understanding the digital marketing environment with kpis and web analytics. In Future Internet (Vol. 9, Issue 4). MDPI. https://doi.org/10.3390/FI9040076
Saura, J. R., Ribeiro-Soriano, D., & Palacios-Marqués, D. (2021). Setting B2B digital marketing in artificial intelligence-based CRMs: A review and directions for future research. Industrial Marketing Management, 98, 161–178. https://doi.org/10.1016/j.indmarman.2021.08.006
Shah, S. H. H., Lei, S., Ali, M., Doronin, D., & Hussain, S. T. (2020). Prosumption: bibliometric analysis using HistCite and VOSviewer. Kybernetes, 49(3), 1020–1045.
Van Eck, N. J., & Waltman, L. (2014). Visualizing bibliometric networks. Measuring Scholarly Impact: Methods and Practice, 285–320.
Zha, D., Melewar, T. C., Foroudi, P., & Jin, Z. (2020). An assessment of brand experience knowledge literature: Using bibliometric data to identify future research direction. International Journal of Management Reviews, 22(3), 287–317.
Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational Research Methods, 18(3), 429–472.
Published
2023-04-20
Section
Articles
