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Abstract

This study investigates the trends, methods, research types, and focus areas of digital marketing applications in retail from 2018 to 2022. Through a systematic mapping of fifty articles, the study aims to identify key contributions by country, prevalent research methods, types, and focal areas. The analysis reveals an overall increase in publications over the period, with a notable decline in 2022. In 2021, the United States and the United Kingdom emerged as the leading contributors to research in this field. Quantitative methods and Validation Research were found to be predominant, with Solution Papers following. A significant focus of recent research has been on Social Media Marketing and Emerging Technologies. The study provides a thorough review of recent developments in digital retail marketing, laying the groundwork for future research advancements

Keywords

Systematic Mapping Study Digital Marketing Retail Sectors Analysis

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Indiani, D., Ria Arifianti, & Anang Muftiadi. (2024). Digital Marketing Applications in the Retail Sector: A Systematic Mapping Study. Ilomata International Journal of Management, 5(2), 617-636. https://doi.org/10.61194/ijjm.v5i2.1168

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