Artículo

Analysis and categorization of studies of digital marketing in small and medium enterprises

Resumen

Purpose: This study analyzes and categorizes the scientific production in the field of digital marketing in the specific context of small and medium enterprises. Design/methodology: We retrieved the bibliographic information of 294 publications in this field indexed in Scopus database and employed technology-mining techniques and cluster analysis of keywords to gain insights into the most relevant trends in this research area. We conducted a keyword cleaning process to remove ambiguity, synonyms, and obvious results and employed our own Python scripts and the Bibliometrix package in the R programming language for the calculations. Findings: Our results depict a broad picture of this research area, highlighting the most important journals, countries, researchers, and keywords, as well as their interactions. We also identified and explained five thematic clusters: electronic commerce, social media, corporate websites, internationalization, and brand. We found that social media, big data, search engine optimization, advertisement, internationalization, websites, and Facebook are hot research topics in this field.In addition, we present a number of pending research questions in the field related to thematic and methodological issues. Originality/value: This study offers updated information on the trends of the scientific production in the above mentioned research field, covering a time window from 1989 until 2021. This review goes beyond existing traditional bibliometric analysis, and reveals the structure of the knowledge in the field. This paper is expected to be used as a reference point from which to define a future research agenda in this area.
Farias, Miriam Leite (57220120696); Alcoforado, Daniela Gomes (57219166657); Patriota, Verônyca Kezya Santos Sousa (57226809061); Palha, Armando Perez (57226815268); de Souza-Leão, André Luiz Maranhão (55337966500)
Qualitative research in marketing: Overview of the Brazilian scientific production from 2010 to 2019
2021
10.5585/REMARK.V20I3.16603
https://www.scopus.com/inward/record.uri?eid=2-s2.0-85112740906&doi=10.5585%2fREMARK.V20I3.16603&partnerID=40&md5=73a94c0f1af4b927cbabea86a79be751
All Open Access; Gold Open Access
Scopus
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