DEVELOPMENT TRENDS IN SCIENTIFIC RESEARCH IN DIGITAL MARKETING

Анотація

The trends in the development of scientific research in digital marketing have been investigated through a chronological analysis of scholarly works. The rationale for dividing the existing studies into two groups has been substantiated. The first group comprises works that examine digital marketing within the context of general marketing development trends, while the second encompasses studies that analyse digital marketing as an independent scientific discipline. The development of the research priorities has been traced from the recognition of the Internet as a factor in marketing activities to a comprehensive examination of technology-oriented, behavioural, and socio-ethical aspects of digital marketing. It has been established that the development of digital marketing represents not a supplement to traditional marketing but a qualitatively new stage, characterised by a transition to new theoretical foundations in which technologies serve not merely as tools but as a new environment for the implementation of marketing practices. The trends in the development of marketing research related to digital marketing have been systematized, including the progression of digital marketing from fragmented influence to the transformation of the marketing system, the technologisation of marketing science, the shift in research priorities and the expansion of the research objects, the emergence of ethical and social dimensions in scientific inquiry, and the integration of marketing with the concept of sustainable development. The trends in the development of digital marketing as an independent scientific discipline have been identified, among them are exponential growth, globalization and institutionalisation of research, transformation of the research subject, interdisciplinarity, identification of thematic research clusters, the growing role of marketing analytics, and critical reflection on ethical challenges. It has been emphasized that the current stage of research in digital marketing is characterized by deepened attention to artificial intelligence technologies and critical reflection on the ethical challenges associated with their application.

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