Next Article in Journal
How Should E-Commerce Platforms Subsidize Retailers with Logistics Constraints during an Epidemic Scenario? Considering Power Structure and Altruistic Preference
Next Article in Special Issue
Pricing of Complementary Products in Online Purchasing under Return Policy
Previous Article in Journal
Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads
Previous Article in Special Issue
eWOM in C2C Platforms: Combining IAM and Customer Satisfaction to Examine the Impact on Purchase Intention
Review

Trends and Future Research in Electronic Marketing: A Bibliometric Analysis of Twenty Years

1
School of Management and Economics, Beijing Institute of Technology, Beijing 100083, China
2
ISCAL—Instituto Superior de Contabilidade e Administração de Lisboa, Instituto Politécnico de Lisboa, Avenida Miguel Bombarda, 20, 1069-035 Lisboa, Portugal
3
School of Management and Technology (ESGTS-IPS), Polytechnic Institute of Santarém, 2001-904 Santarém, Portugal
4
Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), 1649-026 Lisboa, Portugal
5
MUST Business School, Mirpur University of Science and Technology, Mirpur 10250, Pakistan
6
School of Business and Economics, University of Management and Technology, Lahore 54770, Pakistan
7
Department of Business Administration, Ilma University, Karachi 75190, Pakistan
*
Authors to whom correspondence should be addressed.
Academic Editors: Eduardo Álvarez-Miranda, Shib Sankar Sana and Sweety Sadhukhan
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1667-1679; https://doi.org/10.3390/jtaer16050094
Received: 26 March 2021 / Revised: 11 May 2021 / Accepted: 18 May 2021 / Published: 21 May 2021
(This article belongs to the Special Issue The New Era of Digital Marketing)
Electronic marketing (eM) is a flourishing phenomenon that is gaining intense concern because of a significant impact on organizational performance. Over the past few decades, the relevance of eM has been observed in numerous fields (e.g., consumers, organizational strategy, advertisement, and overall philosophy of management to understand the insights globally). To effectively maneuver the field, all stakeholders, particularly academicians and practitioners, must comprehend the current position of the eM theory and practices for dynamic utilization. A systematic bibliometric analysis can serve this issue by providing a holistic view of the publication trend and its trajectory in terms of various themes, including citations and publication metrics. This study analyzes the bibliometric data from 2000 to 2019 to reveal the most productive countries, universities, authors, journals, and prolific publications in electronic marketing. To this end, VOS viewer software was used to visualize the mapping based on co-citation, bibliographic coupling (BC), and co-occurrence (CC). The primary addition of this research is to provide an overview of eM tendencies and paths that may help researchers know the tendencies and future research directions worldwide. View Full-Text
Keywords: electronic marketing; bibliometric analysis; co-occurrence; bibliographic coupling electronic marketing; bibliometric analysis; co-occurrence; bibliographic coupling
Show Figures

Figure 1

MDPI and ACS Style

Gao, P.; Meng, F.; Mata, M.N.; Martins, J.M.; Iqbal, S.; Correia, A.B.; Dantas, R.M.; Waheed, A.; Xavier Rita, J.; Farrukh, M. Trends and Future Research in Electronic Marketing: A Bibliometric Analysis of Twenty Years. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1667-1679. https://doi.org/10.3390/jtaer16050094

AMA Style

Gao P, Meng F, Mata MN, Martins JM, Iqbal S, Correia AB, Dantas RM, Waheed A, Xavier Rita J, Farrukh M. Trends and Future Research in Electronic Marketing: A Bibliometric Analysis of Twenty Years. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1667-1679. https://doi.org/10.3390/jtaer16050094

Chicago/Turabian Style

Gao, Peng; Meng, Fanchen; Mata, Mário N.; Martins, José M.; Iqbal, Shahid; Correia, Anabela B.; Dantas, Rui M.; Waheed, Abdul; Xavier Rita, João; Farrukh, Muhammad. 2021. "Trends and Future Research in Electronic Marketing: A Bibliometric Analysis of Twenty Years" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1667-1679. https://doi.org/10.3390/jtaer16050094

Find Other Styles

Article Access Map by Country/Region

1
Back to TopTop