Systematic analysis of trends and research methods in digital marketing: A scopus literature review 2024-2025

The rapid development of digital technology has driven a transformation in global marketing practices, creating a need for a deeper understanding of research directions and approaches in digital marketing. This study aims to examine methodological trends and patterns in the scientific literature related to digital marketing published between 2024 and 2025. Using a systematic literature review approach based on the PRISMA protocol, 46 articles from the Scopus database were analyzed in depth. The articles were selected from Q1 and Q2 journals in the Business, Management, and Accounting category, with a focus on open access publications in English. The findings indicate that the dominant research topics include the adoption of digital marketing by small and medium enterprises, the use of advanced technologies such as artificial intelligence, big data analytics, and metaverse, and the influence of digital marketing on business performance and consumer behavior. In terms of methodology, quantitative approaches still dominate, particularly with the use of structural equation modeling, followed by qualitative and mixed methods. Furthermore, bibliometric analysis and machine learning-based computational techniques have been widely adopted in recent studies. This study not only presents thematic and methodological mapping but also identifies literature gaps and future research opportunities. The results emphasize the importance of ethical considerations in the use of artificial intelligence and big data, as well as the need for further research on the integration of omnichannel strategies in the digital era. These findings are expected to provide conceptual contributions to the development of digital marketing theory and serve as a practical reference for decision-makers and industry players in developing adaptive and sustainable technology-based marketing strategies.