تکامل ارتباطات بازاریابی دیجیتال
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تکامل ارتباطات بازاریابی دیجیتال

عنوان فارسی مقاله: تکامل ارتباطات بازاریابی دیجیتال: تجزیه و تحلیل کتاب شناختی و تجسم شبکه از مقالات کلیدی
عنوان انگلیسی مقاله: Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles
مجله/کنفرانس: مجله تحقیقات کسب و کار – Journal of Business Research
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی
کلمات کلیدی فارسی: ارتباطات بازاریابی دیجیتال، تجزیه و تحلیل کتابشناختی، تجزیه و تحلیل استنادی، تجزیه و تحلیل استناد شرکتی، تجسم داده ها
کلمات کلیدی انگلیسی: Digital marketing communication، Bibliometric analysis، Citation analysis، Co-citation analysis، Data visualization
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus – Master Journals List – JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.jbusres.2019.09.043
دانشگاه: Department of Business Administration, Jeonju University, Wansangu, Jeonju, Jeonbuk 55069, South Korea
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 5.352 در سال 2018
شاخص H_index: 158 در سال 2019
شاخص SJR: 1.684 در سال 2018
شناسه ISSN: 0148-2963
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 11
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: خیر
آیا این مقاله مدل مفهومی دارد: ندارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: ندارد
کد محصول: E14119
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


۱٫ Introduction


۲٫ Literature


۳٫ Methods


۴٫ Most cited authors and works


۵٫ Themes in the most cited works


۶٫ Co-citation network analysis


۷٫ Central nodes analysis in co-citation networks


۸٫ Discussion


Declaration of Competing Interest


References

نمونه متن انگلیسی مقاله

Abstract


Digital marketing is leading the way in offering new features to reach, inform, engage, offer, and sell products and services to customers, and is expected to continue to be at the forefront of the technological revolution. The purpose of this study is to identify influential cited works in digital marketing communication (DMC) research, to determine the current status of the research on DMC, and to indicate the extent to which influential works have shaped it. This bibliometric study assesses articles published over a 12-year period in core DMC-related journals. The analysis examines 5865 citations of 141 digital-related articles in the targeted journals in the given publications using both citation and co-citation analyses. After a broad disciplinary review of key cited DMC works, this study suggests thematic insights and implications for academics and practitioners that are promising avenues for creating effective DMC.


Introduction


Digital marketing offers new ways to reach, inform, and engage customers and to offer and sell them products and services. It does this very successfully and thus, digital marketing is expected to remain at the forefront of the technological revolution (Ko, 2019; Lamberton & Stephen, 2016; Martín-Consuegra, Faraoni, Díaz, & Ranfagni, 2018). Digital marketing via social and mobile media has rapidly become part of the daily life of millions of people, expanding into common social media activities, and often leading to the creation of customer relationships (Fujita, Harrigan, & Soutar, 2017; Han, Nguyen, & Nguyen, 2016; Kim, 2018; Woodside & Mir, 2019). Social engagement, diffusion, and interaction are keys to the digital marketing evolution, and have enhanced firms’ ability to engage customers by reaching out, informing them about products and services, and ultimately selling these products and services to customers (Ko, 2019; Lamberton & Stephen, 2016; Martín-Consuegra et al., 2018). Increasing numbers of marketing academics and practitioners have studied the rapid evolution of digital technology, social media, and mobile marketing, and the technological innovations this evolution has inspired. Digital marketing has evolved from marketing specific products and services to using digital channels for activities, institutions, and processes facilitated by digital technologies. Digital marketing refers to an adaptive, technology-enabled process by which firms collaborate with customers and partners to create, communicate, deliver, and sustain value for all stakeholders jointly (Guercini, Bernal, & Prentice, 2018; Lamberton & Stephen, 2016). Digital technologies allow for new adaptive processes and institutions in marketing communication. Institutions build foundational capabilities to create such value jointly for their customers and themselves, while processes create value through new customer experiences and interactions among customers in new digital environments.

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