Управленец

2218-5003

2686-7923

10.29141/2218-5003-2024-15-6-4

OWWAAG

https://upravlenets.usue.ru/ru/-2024/1717

Библиометрический анализ исследовательских трендов в сфере цифрового и data-driven маркетинга

Research trends in digital marketing and data-driven marketing: A bibliometric analysis

Акар

Кара Т.

Акар

Кара Т.

Acar

Kara T.

tugcekara@aydin.edu.trОрман

Ф.

Орман

Ф.

Orman

ferhatorman@beykent.edu.tr

Istanbul Aydın UniversityУниверситет Айдын

Istanbul Beykent UniversityУниверситет Бейкент

16012025

15648591203202412062024

CC BY-NC 4.0

Активное развитие цифровых технологий и интернета обусловливает переход от традиционной к цифровой модели маркетинга. Статья посвящена библиометрическому анализу зарубежных исследований в области цифрового маркетинга (ЦМ) и маркетинга на основе данных (МД), направленному на определение текущего уровня научного интереса к рассматриваемой тематике и выявление ключевых тенденций ее развития. Методологической основой послужили базовые положения библиометрии и наукометрического менеджмента. Использовались методы статистической оценки и наукометрического анализа. Информационную базу составили материалы МНБД Web of Science с момента индексации первой публикации по каждому из направлений: для цифрового маркетинга объем выборки составил 1541 статью за период 2006-2024 гг.; для маркетинга, основанного на данных, - 58 статей за период 2003-2024 гг. Обработка данных осуществлялась в статистической среде R. Результаты анализа свидетельствуют о постоянно возрастающем интересе научного сообщества к изучаемым концепциям. Выявлены журналы, публикующие основной массив исследований в области ЦМ (журнал Sustainability ) и МД (Journal of Business Research); определены страны - лидеры по количеству профильных публикаций в сферах ЦМ (США) и МД (Китай); идентифицированы наиболее распространенные ключевые слова в ЦМ («impact» - «влияние») и МД («management» - «менеджмент»). Результаты анализа состава и частотности ключевых слов легли в основу тематических карт для визуализации «локомотивного» («моторного»), нишевого, базового и зарождающегося / затухающего направлений исследований в области цифрового и data-driven маркетинга.

The accelerated development of digital technologies and the Internet stimulates the transition from the traditional to the digital model of marketing. The study presents a bibliometric analysis to examine international publications in the field of digital marketing (DM) and data-driven marketing (DDM) with a holistic approach, determine the current level of research interest in the topic under review and identify key development trends. The fundamental principles of bibliometrics and scientometric management constitute the methodological framework of the paper. Among the research methods applied are statistical and scientometric analyses. The data used in the study were retrieved from the Web of Science. Bibliometric analysis was carried out with 1,541 and 58 articles on digital and data-driven marketing, respectively. The data set covers the period of 2006-2024, when the first study on digital marketing emerged, and the period of 2003-2024 for data-driven marketing. The obtained data were processed using the R Project. The findings indicate a constantly growing research interest in the concepts under consideration. We have identified journals with most publications on digital marketing (Sustainability) and data-driven marketing (Journal of Business Research); established the countries publishing most studies on DM (USA) and DDM (China); and revealed the most frequently used keywords in DM (‘impact’) and DDM (‘management’). The results of keywords’ occurrence analysis were utilized to create thematic maps for visualizing motor, niche, basic and emerging/declining research areas in the field of digital and data-driven marketing.

библиометрический анализцифровой маркетингмаркетинг на основе данныхтематическая картаанализ ключевых слов

digital marketingkeyword analysisthematic mapbibliometric analysisdata-driven marketing

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