scopus fix_digital marketing.xlsx

This study conducts a bibliometric analysis of digital marketing literature in small and medium enterprises (SMEs) over the past two decades, using 295 documents from the Scopus database and employing VOSviewer and RStudio with "biblioshiny." It explores co-authorship, co-occurrence, and co-citation patterns to reveal collaborative networks, research focus, and influential works in this domain. The findings offer valuable insights for future research on SME digital marketing, aiding future studies and informing SME marketing strategies. They also emphasize the critical role of digital transformation and technology integration in SME growth. The study's scope is limited to Scopus research publications, yet it enhances comprehension of research developments and future directions in SME-focused digital marketing. This paper stands out due to its unique combination of SME digital marketing focus and bibliometric mapping methodology. By conducting such analysis, it offers a systematic, data-driven approach to identify key trends and research areas in SME digital marketing, enabling a comprehensive assessment of existing literature and spotlighting noteworthy topics and potential research gaps.<br>