Evolution and Impact of Web and Mobile Applications in Digital Marketing Through Bibliometric Analysis

The rapid evolution of digital technology has transformed marketing strategies, especially through the integration of web and mobile applications. This study applies a bibliometric approach to analyze 145 Scopus-indexed publications from 2014 to 2024 using Biblioshiny. The findings reveal growing scholarly attention to mobile-first strategies, AI-driven personalization, and user-centric engagement. Thematic mapping highlights a shift from infrastructure-focused to behavior-oriented systems. Underexplored areas such as natural language processing and data privacy present promising research opportunities. These insights contribute to understanding how mobile platforms shape digital marketing and offer direction for future innovation in a technology-driven, data-sensitive marketing environment.