Keywords
online marketing
interactive marketing
internet marketing
web marketing
digital marketing
Scopus
terminology
How to Cite
Abstract
The article has been devoted to the study of terminological dynamics in the scientific discourse of digital marketing through frequency analysis of the term «digital marketing» and related terms («e-marketing / electronic marketing», «online marketing / on-line marketing», «interactive marketing», «internet marketing», «web marketing») as used in titles of research articles indexed in the Scopus database for the period 1983-2025. Search queries have been formulated using the exact phrase operator, and the document type has been restricted to articles. The chronological range of the study has spanned 43 years – from the first recorded occurrence of the term «electronic marketing» in 1983 to 2025 inclusive. Three successive stages of terminological dynamics have been identified: terminological plurality without «digital marketing» (1983-2002), terminological plurality with «digital marketing» (2003-2018), and terminological dominance of «digital marketing» (2019-2025). It has been established that the dominance of «digital marketing» has not been determined by its chronological priority, as this term was the last to appear among those studied. However, its cumulative publication count has substantially exceeded that of all related terms combined, which confirms the pattern whereby terminological dominance is shaped by the dynamics of dissemination within the scholarly community rather than by the time of emergence. A comparative analysis of the most frequent keywords across the identified stages reveals a substantial transformation in publication themes. In particular, the studied terms have been found among the ten most frequent keywords at each stage (stage 1 – «internet marketing»; stage 2 – «internet marketing», «e-marketing / electronic marketing», «digital marketing», «online marketing»; stage 3 – «digital marketing», «e-marketing / electronic marketing», «online marketing»). A more detailed analysis of the keywords of the third stage (2019-2025) as the period of terminological dominance confirms that «digital marketing» has become the basis of an extensive system of derivative concepts («digital marketing strategy», «digital marketing capability», etc.), indicating the formation of established research directions within the scientific discourse of digital marketing.
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