Home⇛Psychology and Education: A Multidisciplinary Journal⇛vol. 50 no. 9 (2025)

Bibliometric Analysis of Digital Marketing: Mapping the Intellectual Landscape and Emerging Trends

Mary Ann Carranza | Allen Grace M. Sarmiento

Discipline: Education

 

Abstract:

Digital marketing has evolved into a multidisciplinary field that integrates management, economics, psychology, and information systems. This study conducts a bibliometric analysis of scholarly publications from 2010 to 2024 to map the intellectual and conceptual foundations of digital marketing. Using co-citation and co-occurrence techniques with VOSviewer, the research identifies seven co-citation clusters spanning consumer-centric branding, methodological rigor, strategic ecosystems, behavioral psychology, and quantitative modeling. Complementary keyword analysis reveals five thematic clusters highlighting social media engagement, technology acceptance, big data analytics, innovation ecosystems, and methodological validation. Findings demonstrate that digital marketing has transitioned from traditional promotional practices to interactive, data-driven, and strategically embedded ecosystems that cocreate value between firms and consumers. The analysis highlights opportunities, such as innovation, flexibility, and competitiveness, while also acknowledging challenges, including inequality, labor market disruptions, and ethical concerns. By delineating conceptual distinctions and tracing intellectual genealogies, this study positions digital marketing as a well-established scholarly domain intersecting with sustainability, inclusivity, and resilience. The results provide a roadmap for future research and practice, emphasizing the need for methodological rigor, humancentric approaches, and strategic alignment in the digital age.



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