Abstract

After the COVID-19 pandemic influenced the global market, people around the world reduced their visits to physical stores, however opted to make purchases online instead. By providing a platform for their products to be heard during the crisis, the public was able to express their opinion through social media.The purpose of this study is to improve the understanding of "digital marketing" and to examine the effects and factors that influence the use of social media (digital marketing), publication-related journals on online marketing on brands and consumers in the study of digital marketing.The study collected data using the Web of Science (WoS) SSCI database from January 2016 to June 2022 on the topic "Digital Marketing", where 4,295 articles containing quantitative analysis of the relevant literature on Digital Marketing (DM) to find overall trends and predictions were adopted. Six different categories of DM articles were used to classify and investigate the different distribution states in order to find the relevant research developments and division states between 2016 and 2022. Research gaps and DMs are analyzed and synthesized, and a framework for future directions is proposed.This study presents the relevance of digital marketing journal capabilities to the advertising business, research trends and future information in organizing digital marketing (DM), marketing-related research and identifying the core of DM-related research, key aspects of measuring business performance. The proposed dimension of the Digital Marketing Capability Framework is to identify new research directions in the marketing and advertising chain. Systematic evaluation of the relevant literature is categorized at the company level. Key measures of the relevance of digital marketing capabilities to companies (B2C and B2B) and business performance are presented.

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