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

Main Article Content

Muhammad Hassan
Abrar Ullah
Muhammad Siddique
Naveed Akhtar Qureshi
Huma Sikandar

Abstract

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.

Article Details

How to Cite
Muhammad Hassan, Abrar Ullah, Muhammad Siddique, Naveed Akhtar Qureshi, & Huma Sikandar. (2022). The evaluation of digital marketing’s success for firms in the age of digitalization during the previous decade. Journal of Public Value and Administrative Insight, 5(2), 245–257. https://doi.org/10.31580/jpvai.v5i2.2516
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