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

IF 1 Q4 MANAGEMENT

Intangible Capital Pub Date : 2022-07-22 DOI:10.3926/ic.1809

L. Cadavid, Alejandro Valencia-Arias

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引用次数: 1

Abstract

Purpose: To analyze and categorize the scientific production in the field of digital marketing in small and medium enterprises.Design/methodology/approach: We retrieved the bibliographic information of 294 publications in this field indexed in Scopus and employed technology-mining techniques and cluster analysis of keywords to gain insight 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 paint a broad picture of this research area, highlighting its most important journals, countries, researchers, and keywords, as well as their interactions. We also identified and explained five thematic clusters: electronic commerce, social media, specific social media, 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. Originality/value: This study offers updated information on the trends of the scientific production in said research field, covering a time window that goes up to the year 2021. This is beyond any traditional bibliometric analysis, and it reveals the structure of the knowledge in the field. This paper can be used as a reference point to define a future research agenda in this area.

查看原文本刊更多论文

中小企业数字营销研究的分析与分类

目的:对中小企业数字营销领域的科学生产进行分析和分类。设计/方法/方法:我们检索了Scopus检索的294篇该领域出版物的文献信息，并采用技术挖掘技术和关键词聚类分析来深入了解该研究领域最相关的趋势。我们执行了一个关键字清理过程，以消除歧义、同义词和明显的结果，并使用我们自己的Python脚本和R编程语言中的Bibliometrix包进行计算。研究结果:我们的研究结果描绘了这一研究领域的广阔图景，突出了最重要的期刊、国家、研究人员和关键词，以及它们之间的相互作用。我们还确定并解释了五个主题集群:电子商务、社交媒体、特定社交媒体、国际化和品牌。我们发现，社交媒体、大数据、搜索引擎优化、广告、国际化、网站和Facebook是这一领域的热门研究课题。原创性/价值:本研究提供了上述研究领域科学生产趋势的最新信息，涵盖了截至2021年的时间窗口。这超越了任何传统的文献计量学分析，它揭示了该领域的知识结构。本文可以作为一个参考点，以确定未来的研究议程在这一领域。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Intangible Capital MANAGEMENT-

CiteScore

1.50

自引率

16.70%

发文量

审稿时长

33 weeks

期刊介绍： The aim of Intangible Capital is to publish theoretical and empirical articles that contribute to contrast, extend and build theories that contribute to advance our understanding of phenomena related with management, and the management of intangibles, in organizations, from the perspectives of strategic management, human resource management, psychology, education, IT, supply chain management and accounting. The scientific research in management is grounded on theories developed from perspectives taken from a diversity of social sciences. Intangible Capital is open to publish articles that, from sociology, psychology, economics and industrial organization contribute to the scientific development of management and organizational science. Intangible Capital publishes scholar articles that contribute to contrast existing theories, or to build new theoretical approaches. The contributions can adopt confirmatory (quantitative) or explanatory (mainly qualitative) methodological approaches. Theoretical essays that enhance the building or extension of theoretical approaches are also welcome. Intangible Capital selects the articles to be published with a double bind, peer review system, following the practices of good scholarly journals. Intangible Capital publishes three regular issues per year following an open access policy. On-line publication allows to reduce publishing costs, and to make more agile the process of reviewing and edition. Intangible Capital defends that open access publishing fosters the advance of scientific knowledge, making it available to everyone. Intangible Capital publishes articles in English, Spanish and Catalan.