Evolving Trends in Digital and Social Marketing: A Bibliometric Perspective
Ratan Kumar Behera
Research Scholar
Dept. of Business Administration, Sambalpur University, Jyotivihar
e-mail: ratankb21@gmail.com
Prof. Monalisha Pattnaik
Professor & Head
Dept. of Statistics, Sambalpur University, Jyotivihar
e-mail: monalisha_1977@yahoo.com
Laxmi Priya Panda
Research Scholar
Dept. Business Administration, Sambalpur University, Jyotivihar
e-mail: laxmipriyapanda.1992@gmail.com
Abstract: The fields of digital and social marketing have seen substantial transformation due to the quick changes in consumer behavior and technology, which has resulted in a rise in both industrial and scholarly applications. With a thorough review of the major subjects, significant works, top writers, and developing fields of study during the previous 15 years, this study offers a bibliometric analysis of the changing patterns in digital and social marketing. We trace the intellectual structure and thematic growth of these domains by analyzing a dataset of peer-reviewed articles, conference papers, and reviews using bibliometric methods and approaches. The results show how big data, artificial intelligence, and personalized communication are driving the confluence of digital platforms and social marketing tactics. Important topics that come up as being at the heart of the conversation include customer involvement, behavioral change initiatives, and ethical issues. Additionally, we pinpoint institutional and geographic contributions, demonstrating the worldwide scope of these fields' study. In addition to revealing past trends, this research identifies potential future paths, highlighting the influence of technology and interdisciplinary methods on marketing's development.
Keywords: digital marketing, social marketing, digital transformation, customer engagement, bibliometric analysis
