Digital marketing innovation in managerial practices: A systematic literature review

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Abstract

Conventional literature reviews, as well as more developed systematic reviews, have been a central focus in evaluating any field’s epistemological progress. Nonetheless, research evaluating the types and characteristics of systematic literature review (SLR) journal articles produced in the digital marketing literature is limited. This study examines how digital marketing academicians have empirically validated reviews by using the reporting process for systematic items for meta-data analyses and systematic reviews. It also concentrates on reviewing literature in digital marketing subjects that were published in the Scopus database originally appeared from 2011 to 2021 and offers new perspectives and areas for further research. Data for the study was gathered from Scopus databases also chooses appropriately 923 articles and performs metadata evaluation. The study delineates research on important digital marketing papers with the main identification and overview of that papers. This study identifies influential authors, top journals, top contributing countries, top contributing institutions, and contributions by disciplines. This study presents a comprehensive but straightforward conceptual model of digital marketing. The study’s findings and suggestions for future research open up a new path of inquiry and contribution to this field.

Keywords: Systematic Review, Prisma, Digital Marketing

Authors’ individual contribution: Conceptualization — S.S. and H.S.S.; Methodology — S.S. and H.S.S.; Data Curation — S.S., H.S.S., and W.N.M.; Writing — Original Draft — S.S., H.S.S., and W.N.M.; Writing — Review & Editing — S.S., H.S.S., and W.N.M.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: N40, N47, H10

Received: 09.05.2022
Accepted: 28.09.2022
Published online: 30.09.2022

How to cite this paper: Shafi, S., Salleh, H. S., & Mohamed, W. N. (2022). Digital marketing innovation in managerial practices: A systematic literature review. Corporate Governance and Organizational Behavior Review, 6(4), 64–79. https://doi.org/10.22495/cgobrv6i4p6