Digital marketing vs. Luxury research: A Bibliometric Analysis

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The Anáhuac Journal
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Published: Jun 28, 2023
DOI: https://doi.org/10.36105/theanahuacjour.2023v23n1.05
Keywords:
digital marketing, luxury, luxury research, bibliometric analysis

Main Article Content

Xin Song
Rennes School of Business, France
https://orcid.org/0009-0009-7284-0571

Abstract

In the past decade, digital marketing has gained an increasing amount of attention in luxury research and among practitioners. However, it appears that few have kept pace with the evolution of advanced digital technologies in luxury marketing or have a thorough understanding of how to implement digital marketing in the luxury field strategically. Taking stock of the extant literature on digital marketing in luxury research, this study aims to track the changes in digital marketing when considering luxury-related topics and issues. Featuring contributions from a state-of-thefield review of the broader luxury research segment, this study uses VOSViewer data visualizer to identify the most influential studies and authors in the field. Through the combination of bibliometric analysis and literature review, this study aims to mitigate the limitations of traditional literature review (e.g. interpretation bias) and obtain insightful findings. With a view to developing a conceptual framework, we identify five major research clusters by analyzing emerging keywords, leading journals, and influential authors, and leveraging insights concerning the trends and networks in previous research. Ultimately, the study offers insightful directions for potential areas of research that would be highly relevant to both academics and practitioners.

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How to Cite
Song, X. (2023). Digital marketing vs. Luxury research: A Bibliometric Analysis. The Anáhuac Journal, 23(1), Págs. 110–137. https://doi.org/10.36105/theanahuacjour.2023v23n1.05
Issue
Vol. 23 No. 1 (2023): The Anáhuac Journal, Vol. 23, Num. 1, First Semester
Section
Artículos
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Author Biography

Xin Song, Rennes School of Business, France

Xin Song is a doctoral student in the Marketing department at Rennes School of Business in France. She graduated with an MBA in Luxury Management from Paris and Nice. Her current research focuses on the development of digital marketing and luxury management. Her research interests are digital marketing, social media marketing, business model, and business model innovation, especially in the context of the luxury industry. She is particularly interested in the business model innovation approach to how digital marketing can contribute to creating and capturing value for both firms and customers. She has developed work examining value drivers of social media business models through integrating an activity system perspective and social media marketing efforts, and this work has been funded in part by a grant from the research area – Business Value of Information Technology – G3D (Green, Digital & Demand-Driven Supply Chain Management) in RSB. Her work has appeared at leading marketing conferences, such as American Marketing Association (AMA) Summer/Winter Academic Conference and AMA Global Marketing SIG Conference.

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