Online Marketing and Consumer: A Bibliometric Study

The online marketing develops not only in one country but globally. And there is a growth in the research on online marketing as well in the global level. This research aims to provide a global perspective regarding online marketing and consumer research, by identifying annual production, most productive authors, countries, institutions, journals and also Co-cited and bibliographically coupled authors, journals and documents. And to identify the future scope of research in online marketing and consumer. This research analysed 450 documents from the Scopus core collection from 1996 to 2023. The data analysis is conducted using Biblioshiny in R and VOS viewer. Results showed a growing trend in publishing of documents in the field of Analysis. The most productive author is Mackey TK, the most productive journal is Journal of research in interactive marketing. USA is the most productive region and University of California is the most productive Institution. The most important keywords are Online marketing, social media, social media marketing, consumer behaviour, e-commerce and others. The results also presented different networks of authors, documents and journals. Finally analysing the future research areas.