arbiter
JournalsPricingAccount

Mapping the digital landscape: a bibliometric analysis of the role of digital marketing in customer engagement

Monika Sehgal & N.A. Kavita

International Journal of Business Competition and Growth2025https://doi.org/10.1504/ijbcg.2025.146830article
AJG 1
Weight
0.50

What the paper says

In a dynamic digital age, businesses are increasingly perceiving the vital role of customer engagement in achieving sustainable success in the long term. It has taken centre stage within a decade, as evidenced by publications ranging from sixteen in 2012 to 133 in 2023 and 103 in 2024. This study uncovers the bibliometric techniques to investigate the intellectual structure of the field and discovers highly influential areas and keywords in the dataset of 479 English-language scholarly articles drawn from the Scopus database, spanning from 2012 to 2025. VOS viewer is utilised to map prominent contributory journals, create a network of co-occurrences of keywords, identify prominent study areas, and lead future research fields. This study focuses on the impact of digital marketing on customer retention and business growth and provides insights for digital marketing consultants, academics, and practitioners.

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1504/ijbcg.2025.146830

Or copy a formatted citation

@article{monika2025,
  title        = {{Mapping the digital landscape: a bibliometric analysis of the role of digital marketing in customer engagement}},
  author       = {Monika Sehgal & N.A. Kavita},
  journal      = {International Journal of Business Competition and Growth},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijbcg.2025.146830},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Mapping the digital landscape: a bibliometric analysis of the role of digital marketing in customer engagement

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.