Emerging Technologies and Marketing Strategy: A Bibliometric Review of Digital Marketing and Innovation
Article Sidebar
Main Article Content
Abstract
The landscape of marketing strategies is undergoing a profound transformation fueled by the rapid emergence of technologies. This study employs a comprehensive bibliometric analysis to explore the dynamic relationship between emerging technologies, marketing strategies, digital marketing, and innovation. Through co-citation analysis, bibliographic coupling, keyword co-occurrence analysis, and VOSviewer visualizations, the research objectives are achieved, unraveling trends, influential authors, institutions, and research themes within the multidimensional field. Findings underscore the multidisciplinary nature of the domain, highlighting clusters ranging from customer satisfaction and digital platforms to market orientation and social media marketing. Prominent keywords like "Social Medium," "Performance," and "Digital Transformation" reveal the industry's focus on platforms, effectiveness assessment, and adaptability. Keywords with fewer occurrences, such as "Product Innovation" and "Artificial Intelligence," pinpoint specialized areas of exploration. The study contributes a holistic understanding of the evolving relationship between emerging technologies and marketing strategies, informing future research directions and guiding innovative practices in the digital era.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
G. Chen, “Transformations of Marketing Strategies in the Era of Cyber-Economy,” in 2020 International Conference on Advanced Education, Management and Social Science (AEMSS2020), 2020, pp. 116–119.
T.-H. Cham, J.-H. Cheah, M. A. Memon, K.-S. Fam, and J. László, “Digitalization and its impact on contemporary marketing strategies and practices,” J. Mark. Anal., vol. 10, no. 2, pp. 103–105, 2022.
S. P. Mangalam, “SIVAM: The Development of Hierarchy of Effects Model for Unmentionable Product Advertisements,” Asian J. Res. Bus. Manag., vol. 4, no. 3, pp. 182–192, 2022.
X. Xu, “Analysis on the Changes of Internet Marketing and Its Influence under the Guidance of Integrated Marketing Communication: Taking Genki Forest as an Example,” in 2nd International Conference on Management, Economy and Law (ICMEL 2021), 2021, pp. 92–97.
A. Giri, S. Chatterjee, P. Paul, and S. Chakraborty, “Determining the impact of artificial intelligence on’developing marketing strategies’ in organized retail sector of West Bengal, India,” Int. J. Eng. Adv. Technol., vol. 8, no. 6, pp. 3031–3036, 2019.
M. Li, “Research on the Impact of the Epidemic on Marketing,” in 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022), 2022, pp. 65–70.
J. R. Saura, A. Reyes Menéndez, P. R. Palos Sánchez, and F. Filipe, “Discovering UGC communities to drive marketing strategies: Leveraging data visualization,” J. Spat. Organ. Dyn. 7 (3), 261-272., 2019.
L. Cicogna, “The impact of digitalization on marketing strategies: empirical evidence in BtoB and BtoC firms.”.
F. Martino et al., “The nature and extent of online marketing by big food and big alcohol during the COVID-19 pandemic in Australia: content analysis study,” JMIR public Heal. Surveill., vol. 7, no. 3, p. e25202, 2021.
A. Jain, K. K. Ramachandran, S. Sharma, T. Sharma, P. Pareek, and B. Pant, “Detailed investigation of influence of machine learning (ML) and big data on digital transformation in marketing,” in 2022 2nd International Conference on Advance Computing and Innovative Technologies in Engineering (ICACITE), 2022, pp. 1061–1065.
K. Kano, L. K. Choi, and B. subhan Riza, “Implications of digital marketing strategy the competitive advantages of small businesses in indonesia,” Startupreneur Bus. Digit. (SABDA Journal), vol. 1, no. 1, pp. 44–62, 2022.
T. Amjad, M. M. Dent, and N. N. Abu Mansor, “A bibliometric analysis and text mining of the entrepreneurial marketing domain: emerging trends and future research directions,” J. Res. Mark. Entrep., 2023.
P. Kalia, D. Mladenović, and Á. Acevedo-Duque, “Decoding the trends and the emerging research directions of digital tourism in the last three decades: a bibliometric analysis,” SAGE Open, vol. 12, no. 4, p. 21582440221128180, 2022.
P. C. Bahuguna, R. Srivastava, and S. Tiwari, “Two-decade journey of green human resource management research: a bibliometric analysis,” Benchmarking An Int. J., vol. 30, no. 2, pp. 585–602, 2023.
N. Agrawal and A. P. Tripathi, “A bibliometric analysis of halal food and certification: Existing research & future directions,” Delhi Bus. Rev., vol. 22, no. 2, pp. 9–20, 2021.
A. Collins and R. Halverson, Rethinking education in the age of technology: The digital revolution and schooling in America. Teachers College Press, 2018.
H. Liu and H.-T. Liao, “From the word-of-mouth to social impact: A bibliometric analysis of social media marketing,” in 2021 IEEE 2nd International Conference on Technology, Engineering, Management for Societal impact using Marketing, Entrepreneurship and Talent (TEMSMET), 2021, pp. 1–6.
M. Bala and D. Verma, “A Critical Review of Digital Marketing Paper Type: - Review and Viewpoint,” Int. J. Manag. IT Eng., vol. 8, no. 10, pp. 321–339, 2018.
J. Chen and H. Li, “Development prospect of China’s new consumer economy in the new situation—concurrently discussing the impact of COVID-19,” Open Journal of Business and Management. scirp.org, 2020.
A. Thoumrungroje and O. C. Racela, “Linking SME international marketing agility to new technology adoption,” Int. Small Bus. J., vol. 40, no. 7, pp. 801–822, 2022.
A. Yadav and H. Sondhi, “Systematic Literature Review on Sustainable Marketing and Artificial Intelligence,” in 2023 10th International Conference on Computing for Sustainable Global Development (INDIACom), 2023, pp. 583–588.
I. Muis, T. M. Adhi, and R. F. Kamalia, “Digital Marketing and Innovation Effects on Marketing Performance,” in 4th Social and Humanities Research Symposium (SoRes 2021), 2022, pp. 180–188.
S.-U. Jung and V. Shegai, “The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size,” Sustainability, vol. 15, no. 7, p. 5711, 2023.
N. S. S. Sugiana, A. Rahayu, L. A. Wibowo, V. Gafar, and P. D. Dirgantari, “Hidden Cost Marketing: Descriptive Analysis of Digital Marketing Strategies and Creating Branding for MSMEs,” J. Mark. Innov., vol. 3, no. 1, 2023.
F. Reken, B. Modding, and R. Dewi, “Pengaruh Pemasaran Digital Terhadap Peningkatan Volume Penjualan Pada Ciputra Tallasa Jo Makassar,” Tata Kelola, vol. 7, no. 2, pp. 142–153, 2020, doi: 10.52103/tatakelola.v7i2.144.
I. A. C. S. Mandasari and I. G. S. Pratama, “use of e-commerce during COVID-19 pandemic towards revenue and volume of MSMEs sales,” Int. Res. J. Manag. IT Soc. Sci., vol. 7, no. 6, pp. 124–130, 2020, doi: 10.21744/irjmis.v7n6.1022.
G. Corral de Zubielqui and J. Jones, “How and when does internal and external social media use for marketing impact B2B SME performance?,” J. Bus. Ind. Mark., 2022.
D. Bello Manjarrez, “Social Media in Business-to-Business Marketing and Sales: Review of Literature & Research Recommendations,” 2020.
W. K. S. D. Keni, “Pengaruh Social Network Marketing (Snm) Dan Electronic Word Of Mouth (Ewom) Terhadap Minat Beli Pelanggan,” J. Manaj. Bisnis dan Kewirausahaan, vol. 2, no. 6, pp. 68–74, 2019, doi: 10.24912/jmbk.v2i6.4910.
G. Chen, “Transformations of Marketing Strategies in the Era of Cyber-Economy,” in 2020 International Conference on Advanced Education, Management and Social Science (AEMSS2020), 2020, pp. 116–119.
T.-H. Cham, J.-H. Cheah, M. A. Memon, K.-S. Fam, and J. László, “Digitalization and its impact on contemporary marketing strategies and practices,” J. Mark. Anal., vol. 10, no. 2, pp. 103–105, 2022.
S. P. Mangalam, “SIVAM: The Development of Hierarchy of Effects Model for Unmentionable Product Advertisements,” Asian J. Res. Bus. Manag., vol. 4, no. 3, pp. 182–192, 2022.
X. Xu, “Analysis on the Changes of Internet Marketing and Its Influence under the Guidance of Integrated Marketing Communication: Taking Genki Forest as an Example,” in 2nd International Conference on Management, Economy and Law (ICMEL 2021), 2021, pp. 92–97.
A. Giri, S. Chatterjee, P. Paul, and S. Chakraborty, “Determining the impact of artificial intelligence on’developing marketing strategies’ in organized retail sector of West Bengal, India,” Int. J. Eng. Adv. Technol., vol. 8, no. 6, pp. 3031–3036, 2019.
M. Li, “Research on the Impact of the Epidemic on Marketing,” in 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022), 2022, pp. 65–70.
J. R. Saura, A. Reyes Menéndez, P. R. Palos Sánchez, and F. Filipe, “Discovering UGC communities to drive marketing strategies: Leveraging data visualization,” J. Spat. Organ. Dyn. 7 (3), 261-272., 2019.
L. Cicogna, “The impact of digitalization on marketing strategies: empirical evidence in BtoB and BtoC firms.”.
F. Martino et al., “The nature and extent of online marketing by big food and big alcohol during the COVID-19 pandemic in Australia: content analysis study,” JMIR public Heal. Surveill., vol. 7, no. 3, p. e25202, 2021.
A. Jain, K. K. Ramachandran, S. Sharma, T. Sharma, P. Pareek, and B. Pant, “Detailed investigation of influence of machine learning (ML) and big data on digital transformation in marketing,” in 2022 2nd International Conference on Advance Computing and Innovative Technologies in Engineering (ICACITE), 2022, pp. 1061–1065.
K. Kano, L. K. Choi, and B. subhan Riza, “Implications of digital marketing strategy the competitive advantages of small businesses in indonesia,” Startupreneur Bus. Digit. (SABDA Journal), vol. 1, no. 1, pp. 44–62, 2022.
T. Amjad, M. M. Dent, and N. N. Abu Mansor, “A bibliometric analysis and text mining of the entrepreneurial marketing domain: emerging trends and future research directions,” J. Res. Mark. Entrep., 2023.
P. Kalia, D. Mladenović, and Á. Acevedo-Duque, “Decoding the trends and the emerging research directions of digital tourism in the last three decades: a bibliometric analysis,” SAGE Open, vol. 12, no. 4, p. 21582440221128180, 2022.
P. C. Bahuguna, R. Srivastava, and S. Tiwari, “Two-decade journey of green human resource management research: a bibliometric analysis,” Benchmarking An Int. J., vol. 30, no. 2, pp. 585–602, 2023.
N. Agrawal and A. P. Tripathi, “A bibliometric analysis of halal food and certification: Existing research & future directions,” Delhi Bus. Rev., vol. 22, no. 2, pp. 9–20, 2021.
A. Collins and R. Halverson, Rethinking education in the age of technology: The digital revolution and schooling in America. Teachers College Press, 2018.
H. Liu and H.-T. Liao, “From the word-of-mouth to social impact: A bibliometric analysis of social media marketing,” in 2021 IEEE 2nd International Conference on Technology, Engineering, Management for Societal impact using Marketing, Entrepreneurship and Talent (TEMSMET), 2021, pp. 1–6.
M. Bala and D. Verma, “A Critical Review of Digital Marketing Paper Type: - Review and Viewpoint,” Int. J. Manag. IT Eng., vol. 8, no. 10, pp. 321–339, 2018.
J. Chen and H. Li, “Development prospect of China’s new consumer economy in the new situation—concurrently discussing the impact of COVID-19,” Open Journal of Business and Management. scirp.org, 2020.
A. Thoumrungroje and O. C. Racela, “Linking SME international marketing agility to new technology adoption,” Int. Small Bus. J., vol. 40, no. 7, pp. 801–822, 2022.
A. Yadav and H. Sondhi, “Systematic Literature Review on Sustainable Marketing and Artificial Intelligence,” in 2023 10th International Conference on Computing for Sustainable Global Development (INDIACom), 2023, pp. 583–588.
I. Muis, T. M. Adhi, and R. F. Kamalia, “Digital Marketing and Innovation Effects on Marketing Performance,” in 4th Social and Humanities Research Symposium (SoRes 2021), 2022, pp. 180–188.
S.-U. Jung and V. Shegai, “The Impact of Digital Marketing Innovation on Firm Performance: Mediation by Marketing Capability and Moderation by Firm Size,” Sustainability, vol. 15, no. 7, p. 5711, 2023.
N. S. S. Sugiana, A. Rahayu, L. A. Wibowo, V. Gafar, and P. D. Dirgantari, “Hidden Cost Marketing: Descriptive Analysis of Digital Marketing Strategies and Creating Branding for MSMEs,” J. Mark. Innov., vol. 3, no. 1, 2023.
F. Reken, B. Modding, and R. Dewi, “Pengaruh Pemasaran Digital Terhadap Peningkatan Volume Penjualan Pada Ciputra Tallasa Jo Makassar,” Tata Kelola, vol. 7, no. 2, pp. 142–153, 2020, doi: 10.52103/tatakelola.v7i2.144.
I. A. C. S. Mandasari and I. G. S. Pratama, “use of e-commerce during COVID-19 pandemic towards revenue and volume of MSMEs sales,” Int. Res. J. Manag. IT Soc. Sci., vol. 7, no. 6, pp. 124–130, 2020, doi: 10.21744/irjmis.v7n6.1022.
G. Corral de Zubielqui and J. Jones, “How and when does internal and external social media use for marketing impact B2B SME performance?,” J. Bus. Ind. Mark., 2022.
D. Bello Manjarrez, “Social Media in Business-to-Business Marketing and Sales: Review of Literature & Research Recommendations,” 2020.
W. K. S. D. Keni, “Pengaruh Social Network Marketing (Snm) Dan Electronic Word Of Mouth (Ewom) Terhadap Minat Beli Pelanggan,” J. Manaj. Bisnis dan Kewirausahaan, vol. 2, no. 6, pp. 68–74, 2019, doi: 10.24912/jmbk.v2i6.4910.