أبحاث إقتصادية معاصرة
Volume 9, Numéro 2, Pages 79-96
2026-11-04
Emerging Trends In Marketing And Digital Transformation: A Bibliometric Analysis Of The Scopus Database For The Period 2021-2025
Authors : Ababba Ali .
Abstract
Digital transformation has rapidly reshaped marketing, generating substantial scientific literature at this intersection. This study conducts a bibliometric analysis of marketing and digital transformation research indexed in Scopus (2020–2025). An initial search yielded 3,043 documents; after applying inclusion/exclusion criteria, 198 documents formed the final sample. Using VOSviewer, the study examined publication trends, citations, leading authors, countries, institutions, and journals, alongside keyword co-occurrence analysis to identify key themes. Results show a marked rise in publications, with emerging themes including artificial intelligence in marketing, digital consumer behavior, social media, and big data-driven marketing. The analysis also mapped collaboration networks among researchers and countries and identified remaining research gaps, offering a scientific basis for future research directions.
Keywords
Digital Marketing ; Digital Transformation ; Bibliometric Analysis ; VosViewer ; Emerging Trends
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