Twenty-Eight Years of the Journal of Interactive Marketing: a Retrospective Overview (1997-2024)

The Journal of Interactive Marketing (JIM) publishes research that bridges theory and practice, addressing critical managerial issues. This study employs bibliometric methods to analyze the development of JIM from 1997 to 2024. The dataset utilized was obtained from the Scopus database and includes bibliographic information from 657 articles published in JIM, comprising article titles, authors, citation counts, publication years, and keywords. Analyses were conducted using VOSviewer software. Findings indicate a consistent growth in the journal’s academic impact, as evidenced by increasing numbers of published articles and citations. Notably, increased attention has been given to topics such as social media marketing, online reviews, e-commerce, and customer relationship management. A comprehensive bibliometric study retrospectively examining the long-term academic evolution of JIM was not found in the existing literature. Therefore, this research addresses this gap, providing an original and significant contribution to the interactive marketing literature. As of 2025, JIM has published 657 articles authored by 1,416 researchers, accumulating a total of 74,765 citations. As the first retrospective analysis of JIM, this study offers an extensive evaluation of the journal’s historical development.