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The current research landscape in digital marketing scientific literature in libraries: exploration through performance and science mapping

Javaid Ahmad Wani (Department of Library and Information Science, University of Kashmir, Srinagar, India)

Digital Library Perspectives

ISSN: 2059-5816

Article publication date: 9 October 2023

Issue publication date: 13 February 2024

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Abstract

Purpose

This study aims to analyse and understand the current state of research in the field of digital marketing in “library and information science”.

Design/methodology/approach

This study used a “bibliometric research design.” A lexical title search was used to obtain the required data set for executing this study, and a comprehensive “indexing and abstracting” database, Web of Science, was used as a data harvesting source. Louvain’s clustering algorithm was used for network metrics.

Findings

The findings revealed that research productivity and impact have grown considerably over time, indicating significant attention towards digital marketing research in library and information science (LIS). Moreover, the results showed that the overall author collaboration patterns were weak, hence creating room for development in the author’s collaboration patterns.

Practical implications

The current study could be very beneficial in providing a comprehensive and up-to-date overview of the “digital marketing” research field scholarly output in LIS, which can be used by researchers, practitioners and policymakers to guide their work and make informed decisions.

Originality/value

The originality of this bibliometric study lies in its comprehensive and up-to-date analysis of the current state of research in the field of “digital marketing” in LIS. This study provides a unique and in-depth understanding of the key authors, venues and papers in the field, as well as the trends and patterns in the research.

Keywords

Acknowledgements

The author acknowledges that this project was conducted without external funding, and the author is grateful for the opportunities the project has provided for personal and professional growth. Further, the author would like to thank the editorial team and anonymous reviewers for the valuable time and critical review. Finally, a special thanks to Dr Peerzadah Sabzar Ahmad, Faculty of Business and Management, University of Kashmir for the expert views on digital marketing regarding the paper.

Citation

Wani, J.A. (2024), "The current research landscape in digital marketing scientific literature in libraries: exploration through performance and science mapping", Digital Library Perspectives, Vol. 40 No. 1, pp. 35-52. https://doi.org/10.1108/DLP-07-2023-0059

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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