MAPPING THE EVOLUTION OF ORGANIZATIONAL DEVELOPMENT AND DIGITAL MARKETING: A BIBLIOMETRIC ANALYSIS

Abstract

As firms struggle with the challenges presented by the digital environment, the confluence of Organization Development and Digital Marketing has emerged as an area of great concern. This paper presents a systematic growth analysis bibliometric analysis to plot the development of research in this domain, providing useful information about trends, scholars, publications and new areas of development. The paper also examines the growth of volumes publications but in addition notes such parameters such as location of research and category of publications befitting such an interdisciplinary practice. The research was based on 172 articles that were found in the Scopus database. A number of other tools which were VOSviewer, RStudio or Biblioshiny were employed in order to supplement the analysis of the co-authorship networks, patterns of citation, and thematic development of the work. The Organization Development and Digital Marketing intersection area has seen considerable academic activity which is reflected by a steady increase in research publications. Such scholarly output is matched by the geographic coverage, with substantial contributions coming from developing countries.