The evaluation of digital marketing's success for firms in the age of digitalization during the previous decade


  • Muhammad Hassan Department of Management Sciences, Abbottabad University of Science & Technology, Pakistan. & Faculty of Business, Economics and Social Development, Universiti Malaysia Terengganu, Malaysia
  • Abrar Ullah Department of Management Sciences, University of Swabi, Pakistan
  • Muhammad Siddique Department of Commerce, University of the Punjab, Gujranwala Campus, Pakistan
  • Naveed Akhtar Qureshi Department of Business Administration Sukkur IBA University, Pakistan
  • Huma Sikandar Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru, Malaysia



Dgital Marketing, Digitalization, Technologies, Businesses, Consumers


It is the application of digital technology to provide a combined, targeted, and quantifiable message that aids in acquiring and retaining consumers while also fostering deeper relationships with them. Digital technology's recent advancements have significantly enhanced the corporate sector, and digital marketing has emerged as a vital tool for business growth. The main idea for the current article is to create a map of the digital marketing literature produced in the previous ten years. The study's primary purpose is to examine digital marketing research over the previous decade to better the field's future direction. The PRISMA statement 2020 is used to choose and reject records, with the final 79 records being included in the research following the procedure. According to the current study's findings, digital technologies have significantly impacted the business sector in recent years, and many scholars intend to improve their scholarly work as a result.


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