{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T04:52:27Z","timestamp":1787028747918,"version":"build-2736575974"},"reference-count":51,"publisher":"MDPI AG","issue":"5","license":[{"start":{"date-parts":[[2021,5,21]],"date-time":"2021-05-21T00:00:00Z","timestamp":1621555200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Electronic marketing (eM) is a flourishing phenomenon that is gaining intense concern because of a significant impact on organizational performance. Over the past few decades, the relevance of eM has been observed in numerous fields (e.g., consumers, organizational strategy, advertisement, and overall philosophy of management to understand the insights globally). To effectively maneuver the field, all stakeholders, particularly academicians and practitioners, must comprehend the current position of the eM theory and practices for dynamic utilization. A systematic bibliometric analysis can serve this issue by providing a holistic view of the publication trend and its trajectory in terms of various themes, including citations and publication metrics. This study analyzes the bibliometric data from 2000 to 2019 to reveal the most productive countries, universities, authors, journals, and prolific publications in electronic marketing. To this end, VOS viewer software was used to visualize the mapping based on co-citation, bibliographic coupling (BC), and co-occurrence (CC). The primary addition of this research is to provide an overview of eM tendencies and paths that may help researchers know the tendencies and future research directions worldwide.<\/jats:p>","DOI":"10.3390\/jtaer16050094","type":"journal-article","created":{"date-parts":[[2021,5,21]],"date-time":"2021-05-21T13:15:15Z","timestamp":1621602915000},"page":"1667-1679","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":81,"title":["Trends and Future Research in Electronic Marketing: A Bibliometric Analysis of Twenty Years"],"prefix":"10.3390","volume":"16","author":[{"given":"Peng","family":"Gao","sequence":"first","affiliation":[{"name":"School of Management and Economics, Beijing Institute of Technology, Beijing 100083, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Fanchen","family":"Meng","sequence":"additional","affiliation":[{"name":"School of Management and Economics, Beijing Institute of Technology, Beijing 100083, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1765-4273","authenticated-orcid":false,"given":"M\u00e1rio Nuno","family":"Mata","sequence":"additional","affiliation":[{"name":"ISCAL\u2014Instituto Superior de Contabilidade e Administra\u00e7\u00e3o de Lisboa, Instituto Polit\u00e9cnico de Lisboa, Avenida Miguel Bombarda, 20, 1069-035 Lisboa, Portugal"},{"name":"School of Management and Technology (ESGTS-IPS), Polytechnic Institute of Santar\u00e9m, 2001-904 Santar\u00e9m, Portugal"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6853-2917","authenticated-orcid":false,"given":"Jos\u00e9 Moleiro","family":"Martins","sequence":"additional","affiliation":[{"name":"ISCAL\u2014Instituto Superior de Contabilidade e Administra\u00e7\u00e3o de Lisboa, Instituto Polit\u00e9cnico de Lisboa, Avenida Miguel Bombarda, 20, 1069-035 Lisboa, Portugal"},{"name":"Instituto Universit\u00e1rio de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL), 1649-026 Lisboa, Portugal"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Shahid","family":"Iqbal","sequence":"additional","affiliation":[{"name":"MUST Business School, Mirpur University of Science and Technology, Mirpur 10250, Pakistan"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5912-3871","authenticated-orcid":false,"given":"Anabela Batista","family":"Correia","sequence":"additional","affiliation":[{"name":"ISCAL\u2014Instituto Superior de Contabilidade e Administra\u00e7\u00e3o de Lisboa, Instituto Polit\u00e9cnico de Lisboa, Avenida Miguel Bombarda, 20, 1069-035 Lisboa, Portugal"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8566-7303","authenticated-orcid":false,"given":"Rui Miguel","family":"Dantas","sequence":"additional","affiliation":[{"name":"ISCAL\u2014Instituto Superior de Contabilidade e Administra\u00e7\u00e3o de Lisboa, Instituto Polit\u00e9cnico de Lisboa, Avenida Miguel Bombarda, 20, 1069-035 Lisboa, Portugal"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Abdul","family":"Waheed","sequence":"additional","affiliation":[{"name":"School of Business and Economics, University of Management and Technology, Lahore 54770, Pakistan"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1297-4905","authenticated-orcid":false,"given":"Jo\u00e3o","family":"Xavier Rita","sequence":"additional","affiliation":[{"name":"ISCAL\u2014Instituto Superior de Contabilidade e Administra\u00e7\u00e3o de Lisboa, Instituto Polit\u00e9cnico de Lisboa, Avenida Miguel Bombarda, 20, 1069-035 Lisboa, Portugal"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3569-305X","authenticated-orcid":false,"given":"Muhammad","family":"Farrukh","sequence":"additional","affiliation":[{"name":"School of Management and Economics, Beijing Institute of Technology, Beijing 100083, China"},{"name":"Department of Business Administration, Ilma University, Karachi 75190, Pakistan"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2021,5,21]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"1256","DOI":"10.1016\/j.tourman.2011.10.013","article-title":"Factors affecting E-Marketing adoption and implementation in tourism firms: An empirical investigation of Egyptian small tourism organisations","volume":"33","year":"2012","journal-title":"Tour. 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