Eksplorasi Karakteristik Penelitian Manajemen Pemasaran Digital di Era Globalisasi
DOI:
https://doi.org/10.58812/jmws.v3i04.1105Kata Kunci:
Manajemen Pemasaran Digital, Era Globalisasi, Analisis BibliometrikAbstrak
Personalisasi dalam pemasaran telah menjadi semakin penting dalam konteks praktik bisnis yang berkelanjutan. Penelitian ini bertujuan untuk melakukan analisis bibliometrik yang komprehensif terkait personalisasi dalam implementasi manajemen pemasaran digital di era globalisasi. Pendekatan bibliometrik digunakan untuk mengeksplorasi tren penelitian, tema utama, dan kontribusi literatur dalam memahami praktik dan teori manajemen pemasaran digital. Data dianalisis dari periode 1984 hingga 2024 menggunakan basis data akademis yang terverifikasi. Hasil analisis menunjukkan dampak signifikan dari literatur dalam domain ini, dengan total 980 makalah dan 162.307 kutipan yang teridentifikasi. Analisis jaringan istilah mengungkapkan tema-tema utama seperti pemasaran internet, kecerdasan buatan, dan dampak pandemi COVID-19. Selain itu, peta densitas menyoroti area-area potensial untuk penelitian mendatang, termasuk penggunaan AI dalam pemasaran dan dampak digitalisasi dalam konteks global. Temuan ini memberikan wawasan yang berharga bagi praktisi bisnis dan akademisi dalam merancang strategi pemasaran yang efektif di era digital, serta memberikan kontribusi penting terhadap pengembangan teori dalam manajemen pemasaran digital.
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