Digital Marketing Trends in Management Research Topics in the Corporate Buying and Selling Market Sector: A Bibliometric Analysis
DOI:
https://doi.org/10.37301/jmubh.v21i1.29138Abstract
The development of digital technology has changed marketing trends in marketing management literature. This study aims to analyse trends and directions in digital marketing research, identify dominant themes, and map the contributions of influential authors, journals, and countries, particularly in the context of corporate buying and selling market with digital marketing. The main problem is the lack of a systematic review that describes the conceptual dynamics and interconnections between researchers in this field. The method used is qualitative with a bibliometric analysis approach, using data from Scopus and VOSviewer software to visualise networks of keywords, authors, and research themes. From 280 documents published between 2020 and 2025, a significant increase in publications was found, peaking in 2024. The analysis identified six main clusters: brand promotion and image, consumer behaviour and purchase intent, buyer and salesperson perspectives, smart tourism and profit orientation, consumer credibility and trust, and e-marketing and digital innovation. The findings indicate a paradigm shift in digital marketing from one-way communication to interactive systems based on artificial intelligence and personalised consumer experiences. Research recommendations are directed towards exploring clusters that are still limited and strengthening data-based approaches for the effectiveness of digital marketing strategies in the corporate sector.
References
Ahmadi, A. (2023). Implementing Artificial Intelligence in IT Management: Opportunities and Challenges. Asian Journal of Computer Science and Technology, 12(2), 18–23. https://doi.org/10.51983/ajcst-2023.12.2.3704
Ahmed, I. (2025). Navigating ethics and risk in artificial intelligence applications within information technology: A systematic review. American Journal of Advanced Technology and Engineering Solutions, 01(01), 579–601. https://doi.org/10.63125/590d7098
Andayani, U. (2023). Hambatan Dan Tantangan Akuisi Dan Akses Jurnal Elektronik di Perpustakaan Perguruan Tinggi. Journal Al-Maktabah, 22.
Andriansyah, Anshori, M. I., & Andiyani, N. (2023). Trends in Digital Marketing Research Bibliometric Analysis for 2019 –2023. Jurnal Ilmiah Manajemen Kesatuan (JIMKES).
Anggraeni, I. A. (2023). Analisis Bibliometrik Penerapan Digital Marketing dalam Pengembangan Bisnis UMKM. Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis Dan Akuntansi, 02(01). ejournal.stiepena.ac.id/index.php/fokusemba
Brau, R., Aloysius, J., & Siemsen, E. (2023). Demand planning for the digital supply chain: How to integrate human judgment and predictive analytics. Journal of Operations Management, 69(6), 965–982. https://doi.org/10.1002/joom.1257
Cardona, M., Izquierdo, D., Barat, J. M., & Fernández-Segovia, I. (2023). Intrinsic and extrinsic attributes that influence choice of meat and meat products: techniques used in their identification. In European Food Research and Technology (Vol. 249, Issue 10, pp. 2485–2514). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/s00217-023-04301-1
Chen, B., & Ge, W. (2024). Design and optimization strategy of electricity marketing information system supported by cloud computing platform. Energy Informatics, 7(1). https://doi.org/10.1186/s42162-024-00366-8
Chotisarn, N., & Phuthong, T. (2025). Mapping the landscape of marketing technology: trends, theories and trajectories in ecosystem research. Cogent Business and Management, 12(1). https://doi.org/10.1080/23311975.2024.2448608
Dao, T. C., Liao, Y. K., Chen, G., Luu, T. M. N., & Le, T. M. (2025). The Influence of B2B Social Media Marketing and Relationship Marketing on Customer Relationship Management Effectiveness, WOM and Loyalty: A Mediator Analysis. International Review of Management and Marketing , 15(1), 71–81. https://doi.org/10.32479/irmm.17340
Dastane, O. (2020). Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management. Journal of Asian Business Strategy, 10(1), 142–158. https://doi.org/10.18488/journal.1006.2020.101.142.158
Donthu, N., Kumar, S., Mukherjee, D., Pandey, N., & Lim, W. M. (2021). How to conduct a bibliometric analysis: An overview and guidelines. Journal of Business Research, 133, 285–296. https://doi.org/10.1016/j.jbusres.2021.04.070
Elnour, A. A. M., Abdurahmani, N. H., Musa, K. H., & Abdulla, F. M. (2024). Bioactive compounds extracted from patchouli via microwave-assisted hydrodistillation: A 36-year bibliometric and systematic review analysis. In Phytomedicine Plus (Vol. 4, Issue 3). Elsevier B.V. https://doi.org/10.1016/j.phyplu.2024.100616
Emon, M. M. H. (2025). Digital transformation in emerging markets: Adoption dynamics of AI image generation in marketing practices. Telematics and Informatics Reports, 20. https://doi.org/10.1016/j.teler.2025.100267
Ena, Z., Sari, F., Kamal, I., & Masnun, A. (2023). Marketing Management Strategy; Challenges And Solutions In The Digital Era. Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi
Figueiredo, F., Gonçalves, M. J. A., & Teixeira, S. (2021). Information technology adoption on digital marketing: A literature review. In Informatics (Vol. 8, Issue 4). MDPI. https://doi.org/10.3390/informatics8040074
Finley, L. R., & Wickam, M. J. (2024). The AI Revolution: Awareness of and Readiness for AI-based Digital Tools and Technologies in Business Education. Journal of Research in Business Education, 64(1).
Ghorbani, Z., Kargaran, S., Saberi, A., Haghighinasab, M., Jamali, S. M., & Ale Ebrahim, N. (2022). Trends and patterns in digital marketing research: bibliometric analysis. Journal of Marketing Analytics, 10(2), 158–172. https://doi.org/10.1057/s41270-021-00116-9
Giang, N. T. P., Tan, T. D., & Nhung, L. T. H. (2025). Determinants of E-commerce adoption and its effect on marketing performance among Vietnamese SMEs: An PLS-SEM approach using the TOE framework. Journal of Open Innovation: Technology, Market, and Complexity, 11(4). https://doi.org/10.1016/j.joitmc.2025.100670
Gomez, C. J., Herman, A. C., & Parigi, P. (2022). Leading countries in global science increasingly receive more citations than other countries doing similar research. Nature Human Behaviour, 6(7), 919–929. https://doi.org/10.1038/s41562-022-01351-5
Handoko, L. H. (2020). Bibliometric analysis and visualization of islamic economics and finance articles indexed in scopus by Indonesian authors. Science Editing, 7(2), 169–176. https://doi.org/10.6087/KCSE.213
Haverila, M., Twyford, J. C., & Zarea, H. (2025). Analyzing the Interaction of Industry 4.0 and Sustainable Global Marketing Channel Development with Necessary Condition Analysis: The Role of Inter-Organizational Trust. Sustainability (Switzerland), 17(6). https://doi.org/10.3390/su17062489
Henkel, D. A., & Ivens, B. S. (2025). Conceptualizing the Industrial Metaverse: From Technological Layers to Business Value. Industrial Marketing Management, 131, 58–72. https://doi.org/10.1016/j.indmarman.2025.10.003
Hidayati, A., Susanti, E., Jamalong, A., Ginting, D., Suwanto, W., & Arifin, A. (2024). Marketing Analytics In The Era of Digital-Based Marketing Strategy. Jurnal Ilmiah Ilmu Terapan Universitas Jambi, 8(1), 61–75. https://doi.org/10.22437/jiituj.v8i1.31908
Istiqomah, N. H., Magfiroh, S., & Habibana, Z. N. (2024). Memahami Perilaku Konsumen: Tinjauan Aspek Psikologis dalam Keputusan Pembelian dan Strategi Pemasaran. HEI EMA : Jurnal Riset Hukum, Ekonomi Islam, Ekonomi, Manajemen Dan Akuntansi, 3 (2), 71–82. https://doi.org/https://doi.org/10.61393/heiema.v3i2.227
Ivasciuc, I. S., Candrea, A. N., Ispas, A., & Piuaru, B. A. (2024). A Bibliometric Analysis of Generation Z and Tourism Research: Insights from VOSviewer Mapping. Administrative Sciences, 14(12). https://doi.org/10.3390/admsci14120337
Julia, J., Supriatna, E., Isrokatun, I., Aisyah, I., Hakim, A., & Odebode, A. A. (2020). Moral education (2010-2019): A bibliometric study (Part 2). Universal Journal of Educational Research, 8(7), 2954–2968. https://doi.org/10.13189/ujer.2020.080724
Karabağ, O., & Tan, B. (2019). Purchasing, production, and sales strategies for a production system with limited capacity, fluctuating sales and purchasing prices. IISE Transactions, 51(9), 921–942. https://doi.org/10.1080/24725854.2018.1535217
Katsikeas, C., Leonidou, L., & Zeriti, A. (2020). Revisiting international marketing strategy in a digital era: Opportunities, challenges, and research directions. International Marketing Review, 37(3), 405–424. https://doi.org/10.1108/IMR-02-2019-0080
Kumar, S., Spais, G. S., Kumar, D., & Sureka, R. (2020). A Bibliometric History of the Journal of Promotion Management (1992–2019). Journal of Promotion Management, 26(1), 97–120. https://doi.org/10.1080/10496491.2019.1685622
Laudinsha, B. Y., & Sanggarwati, D. A. (2024). Strategi Efektif untuk Meningkatkan Kepuasan Pelanggan di Era Digital. Jurnal Ekonomi Manajemen Akuntansi Bisnis Dan Teknologi Informatika, 1(3), 3063–2595.
Li, S., Shi, Y., Wang, L., & Xia, E. (2023). A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions. Sustainability (Switzerland), 15(2). https://doi.org/10.3390/su15021486
Lisbet, Z. T., Al Faroqi, F., Evelyna, F., & Prihadi, D. J. (n.d.). The Nexus Between Data-Driven Decision-Making, Market Responsiveness, and Strategic Alliances in Boosting Business Growth of Start-Up Companies (Vol. 5, Issue 2). https://ijble.com/index.php/journal/index
Ludwig, S., Herhausen, D., Grewal, D., Bove, L., Benoit, S., de Ruyter, K., & Urwin, P. (2022). Communication in the Gig Economy: Buying and Selling in Online Freelance Marketplaces. Journal of Marketing, 86(4), 141–161. https://doi.org/10.1177/00222429211030841
Manoharan, A. A., & Rangaswamy, G. (2024). Comprehensive Bibliometric Analysis and Systematic Review of Two Decades of Food Vendors Study: Deciphering the Dynamics of Food Vendor Research. International Review of Management and Marketing , 14(6), 70–86. https://doi.org/10.32479/irmm.16866
Marcelo, J., Maliwat, M. C., & Salacata, I. D. S. (2024). Kotler’s Decision-Making Model as a Predictor of the Consumer Buying Behavior of Young Professionals in the Philippines. International Journal of Marketing and Digital Creative, 2(1), 59–70. https://doi.org/10.31098/ijmadic.v2i1.2257
Nasti, N., Lubis, A. H., & Rasyd MS, A. (2024). Analysis of the Influence of Digital Marketing on Increasing Customer Loyalty in the Industrial Era 4.0. International Journal of Economics (IJEC), 3(2), 1298–1306. https://doi.org/10.55299/ijec.v3i2.1049
Nazwa, L. A., & Faradila, S. (2024). Optimalisasi Strategi Hyper-Personalisasi untuk Meningkatkan Loyalitas Konsumen pada Platform E-Commerce Lokal ARTICLE INFO ABSTRACT. Cakrawala: Jurnal Ekonomi, Manajemen Dan Bisnis, 1(4), 1941–1945. https://jurnalamanah.com/index.php/cakrawala/index
Nikabadi, M. S., & Sepehrnia, A. (2019). The effect of knowledge-based information technology tools on the new product development processes in software companies. Int. J. Business Innovation and Research, 18(1), 19–46.
Nuseir, M. T., & Elrefae, G. (2022). The effects of facilitating conditions, customer experience and brand loyalty on customer-based brand equity through social media marketing. International Journal of Data and Network Science, 6(3), 875–884. https://doi.org/10.5267/j.ijdns.2022.2.009
Octavian, H. S., Riwoe, F. L. R., & Che-Ni, H. (2025). Development of Digital-Based Service Marketing Management: A Conceptual Framework. Jurnal Ilmiah Manajemen Kesatuan, 13(1), 645–662. https://doi.org/10.37641/jimkes.v13i1.3013
Octavini, N. A., Suryanisari, P., Rohmatulloh, P., Wiyanti, S., Horas Sarjana, S., Agi Sawitri, R., Abadi Mendrofa, S., Fadli, K., Fara Waidah, D., Tri Oktavia, N., Supriyadi, E., & Jaya Sutisna, A. (2023). PEMASARAN: Konsep dan Praktik (1st ed.). CV. Edupedia Publisher.
Ofosu-Ampong, K. (2024). Artificial intelligence research: A review on dominant themes, methods, frameworks and future research directions. In Telematics and Informatics Reports (Vol. 14). Elsevier B.V. https://doi.org/10.1016/j.teler.2024.100127
Oliveira, T., Thomas, M., Baptista, G., & Campos, F. (2016). Mobile payment: Understanding the determinants of customer adoption and intention to recommend the technology. Computers in Human Behavior, 61, 404–414. https://doi.org/10.1016/j.chb.2016.03.030
Paramesha, M., Liladhar Rane, N., & Rane, J. (2024). Big Data Analytics, Artificial Intelligence, Machine Learning, Internet of Things, and Blockchain for Enhanced Business Intelligence. Partners Universal Multidisciplinary Research Journal (PUMRJ), 01(2). https://doi.org/10.5281/zenodo.12827323
Paramitra, Y., Rijal, S., Thanos, G. A. C., Sam, T. H., Nurrachmi, I., Manalu, D. R., & Rahim, R. (2024). Advances in Data-Driven Marketing Technologies: A Bibliometric Analysis of Indonesian Research Trends. Journal of Applied Science, Engineering, Technology, and Education, 6(2), 201–210. https://doi.org/10.35877/454RI.asci3811
Pham, M., Nguyen, A. T. T., Tran, D. T., Mai, T. T., & Nguyen, V. T. (2023). The impact of entrepreneurship knowledge on students’ e-entrepreneurial intention formation and the moderating role of technological innovativeness. Journal of Innovation and Entrepreneurship, 12(1). https://doi.org/10.1186/s13731-023-00351-7
Pine, B. J., & Gilmore, J. H. (2013). The experience economy: Past, present and future. In Handbook on the Experience Economy (pp. 21–44). Edward Elgar Publishing Ltd. https://doi.org/10.4337/9781781004227.00007
Plangger, K., Grewal, D., de Ruyter, K., & Tucker, C. (2022). The future of digital technologies in marketing: A conceptual framework and an overview. Journal of the Academy of Marketing Science, 50(6), 1125–1134. https://doi.org/10.1007/s11747-022-00906-2
Prabowo, O. H., Merthayasa, A., & Saebah, N. (2023). Pemanfaatan Teknologi Informasi dan Manajemen Perubahan pada Kegiatan Bisnis di Era Globalisasi. Syntax Idea, 5(7). https://doi.org/10.46799/syntax-idea.v5i7.2416
Putri, A. A., & Iriani, I. (2023). Developing Marketing Strategies to Increase Customer Satisfaction. Jurnal Fokus Manajemen Bisnis, 13(2), 120–135. https://doi.org/10.12928/fokus.v13i2.8402
Rahman, SM. T., & Hye, A. (2022). DATA DRIVEN BUSINESS INTELLIGENCE TOOLS IN AGRIBUSINESS A FRAMEWORK FOR EVIDENCE-BASED MARKETING DECISIONS. International Journal of Business and Economics Insights, 02(01), 35–72. https://doi.org/10.63125/p59krm34
Rane, N., Choudhary, S., & Rane, J. (2024a). Gemini or ChatGPT? Capability, Performance, and Selection of Cutting-edge Generative Artificial Intelligence (AI) in Business Management. Studies in Economics and Business Relations, 5(1), 40–50. https://doi.org/10.48185/sebr.v5i1.1051
Rane, N., Choudhary, S., & Rane, J. (2024b). Gemini versus ChatGPT: applications, performance, architecture, capabilities, and implementation. Journal of Applied Artificial Intelligence, 5(1), 69–93. https://doi.org/10.48185/jaai.v5i1.1052
Sak, T., Mylko, I., Ivashko, O., Chulipa, I., Wołowiec, T., & Sokołowska-Woźniak, J. (2025). How the Digital Economy Is Revolutionizing Marketing Management and Driving Sustainable Development. Sustainability (Switzerland), 17(3). https://doi.org/10.3390/su17031130
Sanodia, G. (2024). Enhancing CRM Systems with AI-Driven Data Analytics for Financial Services. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 15(2), 247–265. https://doi.org/10.61841/turcomat.v15i2.14751
Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. In Review of Marketing Research (Vol. 10, pp. 25–61). https://doi.org/10.1108/S1548-6435(2013)0000010006
Seno, J. P., Pimenta, M. L., Hilletofth, P., & Eriksson, D. (2019). Cross-functional interconnectedness as an enabler of customer value. Journal of Business and Industrial Marketing, 34(4), 821–835. https://doi.org/10.1108/JBIM-04-2017-0101
Septian, A. (2025). Pengaruh Scarcity Persuasion terhadap Impulsive Buying yang dimoderasi oleh Shopping Motivation dalam E-Commerce Live Streaming : Platform Shopee Live. Economics and Digital Business Review, 6(1).
Setino, R. (2020). Critical Success Factors for implementation of a Supply Chain Management strategy in State Owned Entities in South Africa. Journal of Contemporary Management, 17(1), 183–201. https://doi.org/10.35683/jcm19101.61
Shaik, M. (2023). Impact of artificial intelligence on marketing. East Asian Journal of Multidisciplinary Research, 2(3), 993–1004. https://doi.org/10.55927/eajmr.v2i3.3112
Spring, M., Faulconbridge, J., & Sarwar, A. (2022). How information technology automates and augments processes: Insights from Artificial-Intelligence-based systems in professional service operations. Journal of Operations Management, 68(6–7), 592–618. https://doi.org/10.1002/joom.1215
Stoykova, S., & Shakev, N. (2023). Artificial Intelligence for Management Information Systems: Opportunities, Challenges, and Future Directions. In Algorithms (Vol. 16, Issue 8). Multidisciplinary Digital Publishing Institute (MDPI). https://doi.org/10.3390/a16080357
Swimbawa, M. K., & Lemy, D. M. (2023). Pengaruh Social Media Marketing terhadap Brand Awareness, Brand Image dan Brand Loyalty Pesona Indonesia. Bulletin of Community Engagement, 3. https://doi.org/https://doi.org/10.51278/bce.v3i2.968
Terho, H., Salonen, A., & Yrjänen, M. (2023). Toward a contextualized understanding of inside sales: the role of sales development in effective lead funnel management. Journal of Business and Industrial Marketing, 38(2), 337–352. https://doi.org/10.1108/JBIM-12-2021-0596
Thaha, A. R., Maulina, E., Muftiadi, A., Alexandri, M. B., Rahim Thaha, A., & Muftiadi, R. A. (2021). Digital Marketing and SMEs: A Systematic Mapping Study Digital Marketing and SMEs: A Systematic Mapping Study. Library Philosophy and Practice (e-Journal). https://doi.org/10.5281/zenodo.13285382
Vargo, S. L., & Lusch, R. (2006). Service-dominant logic: What it is, What it is not, What it might be. The service dominant logic of marketing: Dialog debate and directions. Journal of the Academy of Marketing Science.
Vinayavekhin, S., Phaal, R., Thanamaitreejit, T., & Asatani, K. (2023). Emerging trends in roadmapping research: A bibliometric literature review. Technology Analysis and Strategic Management, 35(5), 558–572. https://doi.org/10.1080/09537325.2021.1979210
Voramontri, D., & Klieb, L. (2019). Impact of social media on consumer behaviour. In Int. J. Information and Decision Sciences (Vol. 11, Issue 3). http://creativecommons.org/licenses/by/4.0/
Wang, Y., Rod, M., Ji, S., & Deng, Q. (2017). Social media capability in B2B marketing: toward a definition and a research model. Journal of Business and Industrial Marketing, 32(8), 1125–1135. https://doi.org/10.1108/JBIM-10-2016-0250
Xia, Y., & Madni, G. R. (2024). Unleashing the behavioral factors affecting the decision making of Chinese investors in stock markets. In PLoS ONE (Vol. 19, Issue 2 February). Public Library of Science. https://doi.org/10.1371/journal.pone.0298797
Xia, Z., & Shannon, R. (2025). Navigating the Digital Frontier: Exploring the Dynamics of Customer–Brand Relationships Through AI Chatbots. Sustainability (Switzerland), 17(5). https://doi.org/10.3390/su17052173
Yanti, P., Ratih Hurriyati, Vanessa Gaffar, & Puspo Dewi Dirgantari. (2024). Optimising MSMEs B2B Marketing Performance Through Marketing Automation In CRM Strategy. Jurnal Manajemen, 28(3), 495–518. https://doi.org/10.24912/jm.v28i3.1881
Yavuz, O. (2022). A Deep Learning Analysis Of Service Marketing And Purchase Behavior: A Consumer Behavior Form. Premium E-Journal of Social Sciences, 6(18), 0112. https://doi.org/http://dx.doi.org//pejoss.2216
Zhou, J., Shen, Y., Pantelous, A. A., & Liu, Y. (2024). Quality Function Deployment: A Bibliometric-Based Overview. IEEE Transactions on Engineering Management, 71, 1180–1201. https://doi.org/10.1109/TEM.2022.3146534
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Vicky Ayu Kusuma, Tony Wijaya
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with Jurnal Manajemen Universitas Bung Hatta agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in Jurnal Manajemen Universitas Bung Hatta.
- The author holds the copyright of the submitted and published articles, with the understanding that articles are disseminated under the Creative Commons Attribution-ShareAlike 4.0 International License..
- The editor team is entitled to do the editing in accordance with the guidelines for writing or template in the Jurnal Manajemen Universitas Bung Hatta.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
