A BIBLIOMETRIC ANALYSIS OF DIGITAL MARKETING RESEARCH IN MALAYSIA

Abstract

This study aims to investigate the landscape of digital marketing research in Malaysia through two key research questions. Firstly, it examines the current publication trends within the field of digital marketing, uncovering evolving research interests from the time span of 1997 to 2024. Secondly, the article analyses the current scientific production and citation patterns of publications on digital marketing in Malaysia. Utilizing bibliometric methods, this study identifies 167 documents from the Scopus database. It presents an analysis of annual scientific production, average citations per year, top 10 source titles, sources' production over time, most relevant authors, most relevant affiliations, and the most frequent words found in the dataset. By providing insights into the state of digital marketing research in Malaysia, this study aims to inform businesses, researchers, and policymakers, offering a foundation for strategic decision-making, guiding research directions, and enhancing understanding of the dynamic landscape of digital marketing in the Malaysian context.