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

• Peng Gao ^[1] ; Fanchen Meng ^[1] ; Mário Nuno Mata ^[2] ; José Moleiro Martins ^[2] ; Shahid Iqbal ^[3] ; Anabela Batista Correia ^[4] ; Rui Miguel Dantas ^[4] ; Abdul Waheed ^[5] ; João Xavier Rita ^[4] ; Muhammad Farrukh ^[6]
  1. [1] Beijing Institute of Technology

     Beijing Institute of Technology

     China

     
  2. [2] Instituto Politécnico de Santarém

     Instituto Politécnico de Santarém

     Santarém (Marvila), Portugal

     
  3. [3] Mirpur University of Science and Technology

     Mirpur University of Science and Technology

     Pakistán

     
  4. [4] Instituto Politécnico de Lisboa

     Instituto Politécnico de Lisboa

     Socorro, Portugal

     
  5. [5] University of Management and Technology

     University of Management and Technology

     Estados Unidos

     
  6. [6] Ilma University

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• Localización: Journal of Theoretical and Applied Electronic Commerce Research, ISSN-e 0718-1876, Vol. 16, Nº. 5, 2021, págs. 1667-1679
• Idioma: inglés
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• Resumen

  • 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.