Digital, Social, and Mobile Marketing: A Bibliometric Analysis and Future Directions

Abstract

Digital, Social, and Mobile Marketing (DSMM) has experienced a sensational evolution over time, pushing the boundaries of DSMM strategies in a transforming digital world and fundamentally reshaping the marketing landscape in previously unimaginable ways. This study meticulously compiles insights from 99 articles indexed in Scopus, published between 2016 and 2024. This study offers a comprehensive bibliometric analysis that shows publication trends, highlights the most-cited works, and explores significant collaborations within this dynamic field. A theoretical, contextual, conceptual, and methodological (TCCM) framework was implemented that analyzed not only existing literature but also found gaps that can be further explored. This study aims to understand the research gaps and drive meaningful transformation in the field of DSMM. Also, this study aims to inspire and guide researchers by throwing light on future research agendas identified through the TCCM framework. Finally, This study presents valuable recommendations for scholars and researchers to dive deep into the research area of DSMM.