Unveiling Omnichannel Marketing: A Bibliometric and Systematic Study

Abstract

This review article aims to evaluate the existing body of literature on omnichannel marketing by using matrices of annual publication trends, most cited publications, sources analysis, keyword analysis, and authorship patterns, thematic analysis in digital transformation. The study uses bibliometric analysis (vosviewer) and a systematic literature review to assess advancements in omnichannel marketing which reveal significant growth and diversification in omnichannel marketing research, outlining the intellectual framework of the field and crucial thematic areas. It summarizes these findings into a research agenda, highlighting current trends and suggesting future areas for investigation. This study emphasizes that adopting an omnichannel model requires technology convergence, customer-centricity, strong leadership, training stakeholders, and an awareness of client pain areas are essential for success. Faster delivery and personalization, premiumization, and channel integration are key points for organizational success.