Bibliometric Analysis of the Relationship Between Digital Culture and Digital Marketing (2010-2024)

Abstract

This study has been conducted with the major aim of comprehensively reviewing the relationship between digital culture and digital marketing through a bibliometric analysis of documents published in the Scopus database between 2010 and 2024. The analysis is based on tracking trends and developments, identifying countries and research organizations, monitoring the evolution of concepts and terms, and uncovering the most influential authors and institutions up to the present and future using R Studio and VOSviewer software tools to assess the volume and scope of published research. According to the review of 320 research papers, the relationship between digital culture and digital marketing has grown, reflecting the importance of digital technology in marketing. The study results also included implications for technology and sustainability research, highlighting the importance of digital technology in commerce and business. Furthermore, the findings define the creation of knowledge maps for citation analysis groups and prominent publications and the analysis of current and future research trends for digital culture and digital marketing