This research aimed to identify the most developed themes in the field of digital
marketing from 2010 to 2019. A total of 898 publications were selected from the
Scopus database from the Business, Management and Accounting and Economics,
Econometrics, and Finance domains. A bibliometric analysis was carried out
using VOSviewer software and the term co-occurrence technique was used. Three
clusters were identified. The first cluster relates digital marketing to the changes
and adaptations of society and the economy since the emergence of the internet. The
second cluster relates digital marketing to information technologies, e-commerce,
and consumer behavior. Finally, the third cluster relates digital marketing with
markets, social media, users, tourism, and electronic word-of-mouth (e-WOM).
