The Trend of Digital Marketing in Agriculture : A Bibliometric Analysis
Abstract
The primary objective of this analysis was to scrutinize bibliographic material, aiming to discern trends and prioritize areas for the investigation of digital marketing in agriculture. The Scopus database was utilised for storing and analysing bibliographic data related to digital marketing in agriculture. The data underwent processing and visualising using Scopus tools, allowing for grouping based on publication frequency and creating graphical representations. VOS viewer software was employed to construct network maps illustrating keyword connectivity, author collaboration, and the temporal dimension of research in 83 scientific publications. Derived from the outcomes of the research, conclusions were made regarding the fluctuations in the quantity of digital marketing publications within the agricultural domain, nations exhibiting the highest publication rates, universities with the most extensive publication records, prominent journals, prolific authors, and frequently occurring keywords in research, as well as analyzing opportunities and exploring additional digital marketing studies. The increasing trend in digital marketing research in agriculture over the past 5 years, particularly in China, suggests a growing interest. While current publication numbers are modest, this underscores untapped research opportunities. Future studies can explore effective digital marketing strategies in China's agricultural markets, enhance publication quality, and delve into methodologies employed by leading researchers. Additionally, there is potential to develop models to improve marketing efficiency in the agricultural sector. Recognising major contributors and identifying key keywords provide a foundation for in-depth research, fostering international collaboration for innovative development.
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