AN OVERVIEW OF INTERACTIVE DIGITAL MARKETING IN ITS ENTIRETY:

Abstract:

A marketing network analysis has revolutionized how marketers interact with customers due to the widespread adoption of digital technologies and online social networks. By utilizing a variety of digital platforms and ICT tools (such as smartphones, social media, mobile apps, electronic billboards, etc.), Marketing strategies that are more relational, objective, and interactive can compete with organizations. A wide and effective audience is provided by the use of cutting-edge devices and data-driven marketing, particularly in digital advertising. As a result, both in the real and virtual worlds, digital marketing (DM) led to the development of groups of customers who were more knowledgeable, empowered, and connected. Using a variety of computational methods, such as growth curve analysis and citation network analysis of marketing information, this paper tracks the dynamics of research in interactive digital marketing by identifying the stages of evolution of major topics, articles, and citation and co-citation networks. Finally, the study contributes to the international and interdisciplinary field of research known as interactive digital marketing.

Introduction:

Digital marketing (DM) is the concept of marketing via electronic platforms and any technological device (DUBAI Marketing Association, 2021).Using the following electronic media and tools to implement metrics-based, objective, relational, and interactive marketing, DM has changed global marketing over the past two decades: electronic billboards, social media, television, radio, SMS, email, search engines, websites, mobile apps, and social networks. Digital advertising and marketing has become more convenient, cost-effective, and able to transcend time and distance thanks to the adoption of cutting- edge tools and methods. For the purpose of achieving marketing objectives in both consumer-to-consumer and business-to-consumer environments, digital marketing Ajman makes use of all forms of technology, including artificial intelligence (AI) and the Internet of Things (Iota) (Baha’is and Kolchak, 2021; Chaffey and Ellis-Chadwick, 2019; Dived et al.,Herhausen et al., 2020,Petrescu et al., 2020,2020).

DM sites based on retail platforms like Alabama, Amazon Marketplace, iTunes, eBay, Flipchart, Booking.com, and Expedia as well as communities for social media marketing both complement and substitute for traditional marketing strategies (Dived et al.,gentler et al., 2015,2012, gentler et al.,Kapoor et al. 2013,2018).As a result, digital marketing (DM) is an ever-evolving, multidisciplinary field that is able to adapt to emerging developments in information and communication technology (ICT) tools and platforms (e.g., Dubai 2019).Therefore, the current study was subjected to a definition that included all of the following: the perspectives of decision-making, customer relationship management (CRM), and customer-focused marketing (Dubai,UAE,Ajman and Sharjah 2017) et al., 20152012), media and social interactions (Sharjah et al.,2018, Kristen and others,2016), undertaking occasion promoting, objective advertising, advanced content showcasing, electronic verbal (ewe), computerized promoting examination (uae, Kristen, and Ajman, 2019), online feeling investigation (Cvijikj and Michaels’s, 2011) and virtual advertising networks (Dubai, UAE , 2009).Therefore, a comprehensive and broad definition of digital marketing in UAE might include: the use of data, ICT-based technology (such as artificial intelligence), platforms (such as social networks), media, and devices to expand the scope of marketing in both physical and virtual spaces with the goal of empowering, informing, influencing, and engaging customers and improving customer relationships. As a result, using social network analysis (SNA) to examine the corpus of pertinent research articles, the primary objective of this study is to investigate research and development dynamics in the field of digital marketing from a multidisciplinary perspective. We intend, using DM research as a basis, to:

Identify authors, research institutions, and journals that contribute a large volume of publications;
Investigate research and development dynamics and propose a topic evolution model to show trends;
provide a comprehensive view of the research domain by identifying the evolution of productive research collaborations and networks;
Synthesize interesting findings and trends in the broad field of interactive digital marketing. By first identifying major clusters, mapping them into five stages, providing information on citation and co-citation networks and finally offering contributions to the international and interdisciplinary field of research known as interactive digital marketing, this study proposes a model of the evolution of research topics.

Section pieces:

Background:

Since the DM research space is rapidly propelling, significant areas of interest, their advancement, arising patterns of exploration, and center examination teaming up gatherings, are important data to DM research researchers. Globally renowned international organizations that deal with the marketing of branded products are some of the major players in DM.

Methodology:

Marketing-based citation analysis tools provide a visual representation of scholarship networks to identify knowledge flow in various substantive research domains in order to investigate research and the core researchers from a broad and inclusive perspective (Dubai,UAE, 2014).The evolutionary trajectory, citation, co-citation, and co-author networks that are analyzed using social network analysis (SNA) tools like the Nephi and VOSviewer packages are constructed using the marketing information from the selected research (Bastian, Hermann, & Jalopy, 2009).

To locate the six countries and journals:

A pre-processed dataset of 45,260 records was extracted from Scopus and Wood’s data repository using the aforementioned keywords. Table 1 displays the institutions with the greatest number of publications. Computer science (23 percent), the social sciences (15 percent), engineering (7 percent), decision sciences (6 percent), economics, econometrics, and finance (5 percent), psychology (3 percent), and other subjects make up the majority of substantive areas.

The nation Findings and contribution:

Our study provides a variety of contributions by examining the development of current research trends and dynamics from a variety of perspectives. To begin, the study conducts a preliminary analysis to track the expansion of digital marketing-related research publications and identifies the major authors, co-authors, and research subjects. Five stages of development related to DM research topics are shown by the fitted growth curve. Second, the study identifies.

Limitations and directions for future research:

The current study has limitations and lays the groundwork for future research directions. The large number of articles used in the marketing analysis is one such limitation. This huge arrangement of writing, while at the same time giving a wide cluster of exploration and points, likewise makes an information and data over-burden. Meta-analyses in the future may focus on fewer disciplines and subject areas to delve deeper and more specifically, limiting the breadth of relevant fields. In contrast, UNLV's Dr. Anjali S. Kristen holds a B.S. in electrical engineering from Rice University; an M.S. in marketing from Virginia Tech, an MBA from UNLV, and a Ph.D. from UNLV. Before pursuing a doctorate, Kristen held management positions for thirteen years. She has published interdisciplinary research to date in a variety of journals, including the Journal of Business Research, Psychology & Marketing, the Journal of Services Marketing.