Big Data Analytics in Business for Marketing Research: A Retrospective of Domain and Knowledge Structure

Big data analytic (BDA) has now become important tools to understanding consumer behaviour and compile marketing strategies. This study reviews the development of BDA’s research in marketing from 2012 to 2023 using Scopus and VOSviewer data-based bibliometric analysis. The results show four main phases of development as well as the dominance of publications from India. The research theme is divided into several clusters, including digital marketing, data privacy, and artificial intelligence. The study emphasizes the importance of ethics and sustainability in the implementation of BDA, as well as providing insights for academics and practitioners in optimizing data-driven marketing strategies