Digital and Interactive Marketing: A Bibliometric Review and Research Agenda
Keywords:
Bibliometric, Biblioshiny, Digital Marketing, Interactive Marketing, SystematicAbstract
This study aims to synthesize the existing literature on digital and interactive marketing in the garment business. To determine the top contributors to research in terms of authors, publications, nations, and institutions, this study looked at research articles pertaining to digital and interactive marketing in the garment sector. Open-source bibliometric tools like biblioshiny and VOSviewer were used in the study to examine the body of literature throughout the search period and to spot new prospective directions for research. Based on bibliometric data, it is evident that this research domain has garnered significant attention. The bibliometric analysis that was conducted on a sample of 191 research articles sourced from the Scopus database indicates that the top 10 journals account for 45 percent of the published literature within global trends in digital and interactive marketing research. This observation indicates a notable prevalence of research papers within these journals. Typically, the subject of research in question has been predominantly influenced by two nations, namely the United States and China, which have established robust co-authorship connections. The research articles in the sample set are predominantly contributed by the top 10 countries, which collectively represent more than seventy percent of the total. An analysis of the most commonly utilized author keywords reveals the following digital marketing exerts influence across various domains such as marketing, social media, commerce, human behavior, internet infrastructure, digital storage, human interaction, online social networking, communication, and electronic commerce.References
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