Understanding the Digital Marketing Knowledge Network: A Co-authorship, Co-occurrence and Co-citation Analysis
Author(s): Dr. Sunil Kumar M.
Abstract - This study conducts a bibliometric analysis of digital marketing research using Scopus data and VOSviewer for network visualisation. Two thousand six hundred sixty-seven records were analysed to identify key authors, institutions, countries, research themes, and citation patterns. The co-authorship analysis highlights Heikki Karjaluoto, Jennifer Rowley, and Yogesh K. Dwivedi as influential authors, with strong institutional collaborations in Jordan, the UAE, and Finland. The United States and the United Kingdom lead in citation impact, while India has the highest research output but lower citation influence. “Digital Marketing,” “Social Media,” “Artificial Intelligence,” and “Digital Transformation” emerge as dominant research themes. Philip Kotler, Dave Chaffey, and Yogesh K. Dwivedi are among the most frequently cited scholars. The Journal of Business Research and Marketing is a key source shaping the field. Findings emphasise the need for stronger international collaborations and interdisciplinary research. This study offers valuable insights for digital marketing scholars, practitioners, and policymakers.
Keywords - Digital Marketing, Co-authorship, Co-occurrence, Co-citation, Network Analysis, Network Visualisation, VOSviewer.
DOI URL: https://doi.org/10.26761/ijrls.11.3.2025.1938
Cite This Article As: Sunil Kumar M. (2025) Understanding the Digital Marketing Knowledge Network: A Co-authorship, Co-occurrence and Co-citation Analysis. International Journal of Research in Library Science (IJRLS), 11(3) 274-284. www.ijrls.in
Copyright © 2025 Author(s) retains the copyright of this article. This article is published under the terms of the Creative Commons Attribution License 4.0.
Paper ID: IJRLS-1938 Page: 274-284 Publication Date: 08 September 2025