BIBLIOMETRIC ANALYSIS OF RESEARCH ON DIGITAL MARKETING FROM 2010-20
This study aims to perform citation, trend, content, keyword & co-citation analysis of noteworthy body of scholarly publications on digital marketing published over the last decade. The research publications having “Digital Marketing” in their title were extracted from Scopus; around 296 such publications were identified, among them only 286 publications are being considered for the study. The data set is analyzed using VosViewer software and Voyant tool. The results indicate that the maximum research on digital marketing with the highest number of publications was done in the year 2019. The maximum citations on publications were observed in 2017 and the highest number of citations per publication was seen in the period of 2010-2013. India contributed the most to the research on digital marketing in terms of total number of publications. Digital marketing literature revolved around three key words: social, data and tourism.