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Digital Marketing: Reviewing the Field Through Science Mapping Technique
Abstract
The continuous development of technology makes marketing scholars and practitioners more dynamic and open to apply new approaches and make new investigations about digital marketing. One of these techniques, the VOSviewer science mapping, was used in this study. This technique is capable of processing thousands of data, as well as providing more systematic, comprehensive, and representative results. This study aims to review the field of digital marketing and reveal the themes under the field to make a comprehensive description of digital marketing so that marketing researchers and practitioners can quickly discover impactful and/or under-developed themes in the field. Thirteen thousand nine hundred ninety-four articles published about digital marketing since 1974 were analysed through the VOSviewer software program. A digital marketing map was created consisting of four topic clusters and three visualization styles. In this way, a visual inference was made about the current state of digital marketing, and its current situation was also discussed.
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