Microtargeting the Market: A Bibliometric Mapping of Digital Marketing Trends in Entrepreneurship

Authors

  • Loso Judijanto IPOSS Jakarta, Indonesia
  • Wendy Souisa Politeknik Negeri Ambon
  • Kalsum Lussy Politeknik Negeri Ambon
  • Maria Marlyn Tetelepta Politeknik Negeri Ambon
  • Fauzia Tutupoho Politeknik Negeri Ambon

DOI:

https://doi.org/10.58812/wsis.v3i09.2259

Keywords:

Digital Marketing, Microtargeting, Entrepreneurship, Bibliometric Analysis, Vosviewer

Abstract

This study presents a bibliometric mapping of digital marketing trends in entrepreneurship, with a focused lens on the emergence and role of microtargeting strategies. By analyzing 2000–2025 publications sourced from the Scopus database, the study uncovers the intellectual structure, thematic evolution, and global collaboration patterns within this interdisciplinary research domain. Using VOSviewer for keyword co-occurrence, co-authorship, institutional, and country-level analyses, the study reveals that core themes such as entrepreneurship, social media, innovation, digital transformation, and marketing strategy dominate scholarly discourse. The findings also show that countries like India, Indonesia, the United States, and the United Kingdom lead in collaborative research output. Co-citation mapping highlights the convergence of foundational theories in marketing and entrepreneurship, while the overlay and density visualizations suggest a temporal shift toward personalized, data-driven marketing practices post-2021. The study contributes theoretically by identifying underexplored research gaps and practically by guiding entrepreneurs and institutions toward effective microtargeting strategies. Limitations and directions for future research are also discussed to advance the field further.

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Published

2025-09-29

Issue

Vol. 3 No. 09 (2025): West Science Interdisciplinary Studies

Section

Articles

License

Copyright (c) 2025 Loso Judijanto, Wendy Souisa, Kalsum Lussy, Maria Marlyn Tetelepta, Fauzia Tutupoho

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite

Microtargeting the Market: A Bibliometric Mapping of Digital Marketing Trends in Entrepreneurship (L. Judijanto, W. . Souisa, K. . Lussy, M. M. . Tetelepta, & F. . Tutupoho , Trans.). (2025). West Science Interdisciplinary Studies, 3(09), 1587-1596. https://doi.org/10.58812/wsis.v3i09.2259