Understanding the Digital Marketing Knowledge Network: A Co-authorship, Co-occurrence and Co-citation Analysis
Year: 2025
Type: article
Abstract: This study conducts a bibliometric analysis of digital marketing research using Scopus data and VOSviewer for network visualisation.Two thousand six hundred sixty-seven records were analysed to identify key authors, institutions, countries, research themes, and citation patterns.The co-authorship analysis highlights Heikki Karjaluoto, Jennifer Rowley, and Yogesh K. Dwivedi as influential authors, with strong institutional collaborations in Jordan, the UAE, and Finland.The United States and the United Kingdom lead in citation impact, while India
Author: Sunil Kumar M.
Language: English
Subfield: Statistics, Probability and Uncertainty
Field: Decision Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4414931344
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