A STUDY ON MAPPING THREE DECADES OF LITERATURE ON DIGITAL MARKETING USING GENERATIVE AI

Povzetek

The evolution of digital marketing over the last three decades has been transformative, reshaping business strategies and consumer behaviours globally. This study aims to systematically map the academic and practical advancements in digital marketing from its inception to the present. By conducting a comprehensive bibliometric analysis of key publications from 1990 to 2023, the research identifies major themes, emerging trends, and pivotal technologies that have driven the field's development. The study examines foundational concepts such as search engine optimization, pay-per-click advertising, and email marketing, while also exploring the impact of social media platforms, content marketing, and data-driven personalization. The rise of artificial intelligence, machine learning, and blockchain technologies is discussed in the context of their contributions to predictive analytics, customer engagement, and enhanced transparency.