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Digital divide in marketing: A science map, bibliometric analysis and further research agenda
WANG Shaoshan1; Chuang WANG1; LIU TING CHI2
2023-09
Conference NameAsia Pacific Marketing Academy Annual Conference
Conference Date2023/09/23-24
Conference PlaceSun Yat-sen University, Guangzhou
CountryChina
Abstract

Research on the digital divide has been growing exponentially in recent years. This has been particularly evident from 2020 onwards, following digital governance. This article offers an overview of the development of academic literature with regard to the intellectual structure of digital divide. By applying a mixed method of both qualitative and quantitative methodology to analyze results from different bibliometric analyses, After nearly 30 years of development, digital divide has emerged as an important domain, attracting the attention of more scholars. The purpose of this study was to present a holistic picture of relevant research on digital divide over time and systematically articulate a knowledge map in this domain. On the basis of the scientific literature on digital divide from 2000 to 2023 collected from the Scopus database, we adopted the bibliometric method to present initial statistics, co-citation analysis, hotspot analysis, and research frontier analysis. The findings of this study contribute to the development of the digital divide research domain in at least three important ways: (1) identifying the overall development trend and key academic contributions in the domain; (2) mapping the intellectual structure of the digital divide domain and research ‘hotspots’; and (3) tracking the evolution of the digital divide domain and research frontiers.

Document TypeConference paper
CollectionDEPARTMENT OF MANAGEMENT AND MARKETING
Faculty of Business Administration
Corresponding AuthorWANG Shaoshan
Affiliation1.South China University of Technology
2.UM
Recommended Citation
GB/T 7714
WANG Shaoshan,Chuang WANG,LIU TING CHI. Digital divide in marketing: A science map, bibliometric analysis and further research agenda[C], 2023.
APA WANG Shaoshan., Chuang WANG., & LIU TING CHI (2023). Digital divide in marketing: A science map, bibliometric analysis and further research agenda. .
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