Charting the Intellectual Structure of Digital Marketing Research: A Scientometric Analysis

This scientometric study maps intellectual structures and research trends in digital marketing literature using a bibliometric analysis of 6306 publications over 1990-2023.Visualization and clustering reveal three predominant research focus on digital methods, marketing foundations and consumer behavior.However, data analytics, algorithms and chatbots manifest as relatively under-investigated niches despite their relevance.By identifying these knowledge gaps and areas of growth, the study offers practical implications for digital marketing research and practice regarding promising yet overlooked domains for future inquiry.