Trends and patterns in digital marketing research: bibliometric analysis

  • Original Article
  • Published: 12 August 2021
  • Volume 10 , pages 158–172, ( 2022 )

Cite this article

  • Zahra Ghorbani 1 ,
  • Sanaz Kargaran 1 ,
  • Ali Saberi   ORCID: 2 ,
  • Manijeh Haghighinasab 1 ,
  • Seyedh Mahboobeh Jamali   ORCID: 3 &
  • Nader Ale Ebrahim   ORCID: 4  

1874 Accesses

17 Citations

10 Altmetric

Explore all metrics

In today’s digital era, the importance of digital marketing has increased from one year to another as a way of providing novel properties for informing, engaging, and selling services and products to clients. The research’s aim is to investigate trends and patterns in the area of digital marketing research from 1979 to June 2020 through a bibliometric analysis technique. A total of 924 articles published were obtained from the Scopus database for the analysis. In this paper, we examine variant bar charts including the year of publication, writer, publication, keyword, and country to provide more insights. Results indicated that digital marketing research steadily increased during the study period and the maximum publications occurred in the year 2019 that reach to 163 documents. The trend of publications is still growing. The top 20 documents based on the times cited per year (TCpY) were qualitatively analyzed. The largest number of multiple (MCP) and single (SCP) publications was from the USA, followed by the UK and China. The top 20 most repeated authors’ keywords out of 1909 with their trends illustrated. The “real-time bidding”, “machine learning”, “big data”, “social media marketing”, and “influencer marketing” are the emerging keywords in the digital Marketing area. This bibliometric study generally provides the whole image of the field and suggests that researchers focus on novel areas to add new findings and knowledge in the literature if they conduct digital marketing research.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price includes VAT (Russian Federation)

Instant access to the full article PDF.

Rent this article via DeepDyve

Institutional subscriptions

research paper on marketing channels

Similar content being viewed by others

research paper on marketing channels

Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda

Fangfang Li, Jorma Larimo & Leonidas C. Leonidou

research paper on marketing channels

Research in marketing strategy

Neil A. Morgan, Kimberly A. Whitler, … Simos Chari

research paper on marketing channels

How digital technologies reshape marketing: evidence from a qualitative investigation

Federica Pascucci, Elisabetta Savelli & Giacomo Gistri

Abedini, A., R. Rahman, H.S. Naeini, and N. Ale Ebrahim. 2017. The 100 most cited papers in’industrial design’: A bibliometric analysis. Exacta – EP, São Paulo 15 (3): 515–526.

Aghaei Chadegani, A., H. Salehi, M. Yunus, H. Farhadi, M. Fooladi, M. Farhadi, and N. Ale Ebrahim. 2013. A comparison between two main academic literature collections: Web of Science and Scopus databases. Asian Social Science 9 (5): 18–26.

Google Scholar  

Aksnes, D.W. 2003. Characteristics of highly cited papers. Research Evaluation 12 (3): 159–170.

Article   Google Scholar  

Ale Ebrahim, S., A. Ashtari, M.Z. Pedram, N. Ale Ebrahim, and A. Sanati-Nezhad. 2020. Publication trends in exosomes nanoparticles for cancer detection. International Journal of Nanomedicine 15: 4453.

Aria, M., and C. Cuccurullo. 2017. Bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics 11 (4): 959–975. .

Barnes, S.J., and E. Scornavacca. 2004. Mobile marketing: The role of permission and acceptance. International Journal of Mobile Communications 2 (2): 128–139.

Baumgartner, H., and R. Pieters. 2003. The structural influence of marketing journals: A citation analysis of the discipline and its subareas over time. Journal of Marketing 67 (2): 123–139.

Bethu, S., V. Sowmya, B.S. Babu, G.C. Babu, and Y.J.N. Kumar. 2018. Data science: Identifying influencers in social networks. Periodicals of Engineering and Natural Sciences 6 (1): 215–228.

Bharadwaj, V., P. Chen, W. Ma, C. Nagarajan, et al. 2012. Shale: An efficient algorithm for allocation of guaranteed display advertising. Paper presented at the Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining, 1195–1203. .

Brodie, R.J., and B. Juric. 2018. Customer engagement: Developing an innovative research that has scholarly impact. Journal of Global Scholars of Marketing Science 28 (3): 291–303.

Cai, H., K. Ren, W. Zhang, K. Malialis, J. Wang, Y. Yu, and D. Guo. 2017. Real-time bidding by reinforcement learning in display advertising. Paper presented at the Proceedings of the Tenth ACM International Conference on Web Search and Data Mining, 661–670. .

Cavallo, R., R.P. McAfee, and S. Vassilvitskii. 2015. Display advertising auctions with arbitrage. ACM Transactions on Economics and Computation (TEAC) 3 (3): 1–23.

Diodato, V. 1994. Dictionary of bibliometrics psychology press . Binghamton: The Haworth Press.

Ferreira, M.P. 2011. A bibliometric study on Ghoshal's managing across borders. Multinational Business Review 19 (4): 357–375.

Ferreira, M.P., J.C. Santos, M.I.R. de Almeida, and N.R. Reis. 2014. Mergers & acquisitions research: A bibliometric study of top strategy and international business journals, 1980–2010. Journal of Business Research 67 (12): 2550–2558.

Fierro, I., D.A. Cardona Arbelaez, and J. Gavilanez. 2017. Digital marketing: A new tool for international education. Pensamiento & Gestión 42: 241–260.

Franceschini, F., and D. Maisano. 2011. Regularity in the research output of individual scientists: An empirical analysis by recent bibliometric tools. Journal of Informetrics 5 (3): 458–468.

Fujita, M., P. Harrigan, and G. Soutar. 2017. A netnography of a university’s social media brand community: Exploring collaborative co-creation tactics. Journal of Global Scholars of Marketing Science 27 (2): 148–164.

Ghanbari Baghestan, A., H. Khaniki, A. Kalantari, M. Akhtari-Zavare, E. Farahmand, E. Tamam, and M. Danaee. 2019. A crisis in “open access”: Should communication scholarly outputs take 77 years to become open access? SAGE Open 9 (3): 2158244019871044.

Ghosh, A., P. McAfee, K. Papineni, and S. Vassilvitskii. 2009. Bidding for representative allocations for display advertising. Paper presented at the International workshop on internet and network economics, 208–219.

Ghosh, A., B.I.P. Rubinstein, S. Vassilvitskii, and M. Zinkevich. 2009. Adaptive bidding for display advertising. Paper presented at the 18th International World Wide Web Conference, WWW 2009, Madrid, 251–260.

Gordhamer, S. 2009. Ways social media is changing business. New York: Mashable . Retrieved from http://Mashable.ComMedia-Business/2009/09/22/Social-Media-Business/ .

Guercini, S., P.M. Bernal, and C. Prentice. 2018. New marketing in fashion e-commerce. Journal of Global Fashion Marketing 9 (1): 1–8.

Han, S.-L., T. Thao Nguyen, and V. Anh Nguyen. 2016. Antecedents of intention and usage toward customers’ mobile commerce: Evidence in Vietnam. Journal of Global Scholars of Marketing Science 26 (2): 129–151.

Hay, A.M., and K.S. Beavon. 1979. Periodic marketing: A preliminary graphical analysis of the conditions for part time and mobile marketing. Tijdschrift Voor Economische En Sociale Geografie 70 (1): 27–34.

Järvinen, J., and H. Karjaluoto. 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management 50: 117–127.

Jayawardhena, C., A. Kuckertz, H. Karjaluoto, and T. Kautonen. 2009. Antecedents to permission based mobile marketing: an initial examination. European Journal of Marketing 43 (3/4): 473–499.

Kalantari, A., A. Kamsin, H.S. Kamaruddin, N.A. Ebrahim, A. Gani, A. Ebrahimi, and S. Shamshirband. 2017. A bibliometric approach to tracking big data research trends. Journal of Big Data 4 (1): 1–18.

Kamal, Y. (2016). Study of trend in digital marketing and evolution of digital marketing strategies. International Journal of Engineering Science 6 (5): 5300–5302.

Kaplan, A.M., and M. Haenlein. 2010. Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons 53 (1): 59–68.

Kargaran, S., M. J. Pour, and H. Moeini. 2017. Successful customer knowledge management implementation through social media capabilities. VINE Journal of Information and Knowledge Management Systems, 47 (3): 353–371.

Karjaluoto, H., and T. Alatalo. 2007. Consumers’ attitudes towards and intention to participate in mobile marketing. International Journal of Services Technology and Management 8 (2–3): 155–173.

Khodabandelou, R., N. Aleebrahim, A. Amoozegar, and G. Mehran. 2019. Revisiting three decades of educational research in Iran: A bibliometric analysis. Iranian Journal of Comparative Education 2 (1): 1–21.

Kim, J. 2018. Social dimension of sustainability: From community to social capital. Journal of Global Scholars of Marketing Science 28 (2): 175–181.

Kim, E.Y., and K. Yang. 2018. Self-service technologies (SSTs) streamlining consumer experience in the fashion retail stores: The role of perceived interactivity. Journal of Global Fashion Marketing 9 (4): 287–304.

Ko, E. 2019. Bridging Asia and the world: Global platform for the Interface between marketing and management . New York: Elsevier.

LABS, X. 2017. How is big data influencing digital marketing strategy? Retrieved from .

Lamberton, C., and A.T. Stephen. 2016. A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing 80 (6): 146–172.

Levy, S., and Y. Gvili. 2015. How credible is e-word of mouth across digital-marketing channels?: The roles of social capital, information richness, and interactivity. Journal of Advertising Research 55 (1): 95–109.

Li, S., J.Z. Li, H. He, P. Ward, and B.J. Davies. 2011. WebDigital: A Web-based hybrid intelligent knowledge automation system for developing digital marketing strategies. Expert Systems with Applications 38 (8): 10606–10613.

Maghami, M.R., M.E. Rezadad, N.A. Ebrahim, and C. Gomes. 2015. Qualitative and quantitative analysis of solar hydrogen generation literature from 2001 to 2014. Scientometrics 105 (2): 759–771.

Martín-Consuegra, D., M. Faraoni, E. Díaz, and S. Ranfagni. 2018. Exploring relationships among brand credibility, purchase intention and social media for fashion brands: A conditional mediation model. Journal of Global Fashion Marketing 9 (3): 237–251.

Nerur, S.P., A.A. Rasheed, and V. Natarajan. 2008. The intellectual structure of the strategic management field: An author co-citation analysis. Strategic Management Journal 29 (3): 319–336.

Perlich, C., B. Dalessandro, R. Hook, O. Stitelman, T. Raeder, and F. Provost. 2012. Bid optimizing and inventory scoring in targeted online advertising. Paper presented at the Proceedings of the 18th ACM SIGKDD international conference on Knowledge discovery and data mining, 804–812. .

Poushter, J., C. Bishop, and H. Chwe. 2018. Social media use continues to rise in developing countries but plateaus across developed ones. Retrieved from .

Ramos-Rodríguez, A.R., and J. Ruíz-Navarro. 2004. Changes in the intellectual structure of strategic management research: A bibliometric study of the Strategic Management Journal, 1980–2000. Strategic Management Journal 25 (10): 981–1004.

Ren, K., W. Zhang, K. Chang, Y. Rong, Y. Yu, and J. Wang. 2017. Bidding machine: Learning to bid for directly optimizing profits in display advertising. IEEE Transactions on Knowledge and Data Engineering 30 (4): 645–659.

Ren, K., W. Zhang, Y. Rong, H. Zhang, Y. Yu, and J. Wang. 2016. User response learning for directly optimizing campaign performance in display advertising. Paper presented at the Proceedings of the 25th acm international on conference on information and knowledge management, 679–688. .

Saura, J.R., P. Palos-Sánchez, and L.M. Cerdá Suárez. 2017. Understanding the digital marketing environment with KPIs and web analytics. Future Internet 9 (4): 76.

Shafique, M. 2013. Thinking inside the box? Intellectual structure of the knowledge base of innovation research (1988–2008). Strategic Management Journal 34 (1): 62–93.

Taiminen, H.M., and H. Karjaluoto. 2015. The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development 22 (4): 633–651. .

Taylor, C.R., Y.-N. Cho, C.M. Anthony, and D.B. Smith. 2018. Photoshopping of models in advertising: A review of the literature and future research agenda. Journal of Global Fashion Marketing 9 (4): 379–398.

Van Eck, N.J., and L. Waltman. 2010. Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics 84 (2): 523–538. .

Wang, J., W. Zhang, and S. Yuan. 2016. Display advertising with real-time bidding (RTB) and behavioural targeting. arXiv:1610.03013 .

Weinberg, T. 2009. The new community rules: Marketing on the social web.  Journal of Applied Communications 96(2): 11.

Whiting, A., and D. Williams. 2013. Why people use social media: A uses and gratifications approach. Qualitative Market Research 16 (4): 362–369.

Willett, P. 2007. A bibliometric analysis of the Journal of Molecular Graphics and Modelling. Journal of Molecular Graphics and Modelling 26 (3): 602–606.

Woodside, A.G., and P. Bernal Mir. 2019. Clicks and purchase effects of an embedded, social-media, platform endorsement in internet advertising. Journal of Global Scholars of Marketing Science 29 (3): 343–357.

Yang, Z., Y. Shi, and B. Wang. 2015. Search engine marketing, financing ability and firm performance in E-commerce. Procedia Computer Science 55: 1106–1112.

Yin, C., S. Ding, and J. Wang. 2019. Mobile marketing recommendation method based on user location feedback. Human-Centric Computing and Information Sciences 9 (1): 1–17.

Yodel, G. 2017. What is influencer marketing. Huffington Post .,the%20character%20of%20a%20brand.&text=Anyone%20with%20internet%20access%20can,well%20enough%2D%20become%20an%20influencer .

Yuan, S., J. Wang, and X. Zhao. 2013. Real-time bidding for online advertising: measurement and analysis. Paper presented at the Proceedings of the Seventh International Workshop on Data Mining for Online Advertising.

Zarrella, D. 2009. The social media marketing book . Sebastopol: O’Reilly Media Inc.

Zhang, M., and N. Dholakia. 2018. Conceptual framing of virtuality and virtual consumption research. Journal of Global Scholars of Marketing Science 28 (4): 305–319.

Zhang, W., Y. Rong, J. Wang, T. Zhu, and X. Wang. 2016. Feedback control of real-time display advertising. Paper presented at the Proceedings of the Ninth ACM International Conference on Web Search and Data Mining, 407–416. .

Zhang, W., and J. Wang. 2015. Statistical arbitrage mining for display advertising. Paper presented at the Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 1465–1474. .

Zhang, W., Yuan, S., and Wang, J. (2014). Optimal real-time bidding for display advertising. Paper presented at the Proceedings of the 20th ACM SIGKDD international conference on Knowledge discovery and data mining, 1077–1086. .

Download references

Author information

Authors and affiliations.

Social Science and Economics Department, Alzahra University, Vanak, Tehran, Iran

Zahra Ghorbani, Sanaz Kargaran & Manijeh Haghighinasab

Farabi Campus, University of Tehran, Tehran, Iran

Ministry of Education District 7, Eshragh Institute, Tehran, Iran

Seyedh Mahboobeh Jamali

Research and Technology Department, Alzahra University, Vanak, Tehran, Iran

Nader Ale Ebrahim

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Zahra Ghorbani .

Additional information

Publisher's note.

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and permissions

About this article

Ghorbani, Z., Kargaran, S., Saberi, A. et al. Trends and patterns in digital marketing research: bibliometric analysis. J Market Anal 10 , 158–172 (2022).

Download citation

Revised : 14 December 2020

Accepted : 31 May 2021

Published : 12 August 2021

Issue Date : June 2022


Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

  • Digital marketing
  • Electronic commerce marketing
  • Search engine marketing
  • Bibliometric
  • Find a journal
  • Publish with us
  • Track your research

marketing channels Recently Published Documents

Total documents.

  • Latest Documents
  • Most Cited Documents
  • Contributed Authors
  • Related Sources
  • Related Keywords

Saluran Distribusi Pemasaran Asuransi

Product distribution is one of the marketing process's activities. Many product manufacturers do not sell to end users directly. This is due to the fact that cost distribution is typically the primary reason corporations do not sell items to end customers. The marketing channel is in charge of getting the product from the manufacturer (the insurance company) to the consumer/customer. This can overcome the owner of a product or service's isolation from the people who require it in terms of time, location, and property. This marketing channel, in reality, necessitates product marketing channel management in compliance with OJK standards. In addition, any rivalry that emerges in the marketing channel while selling insurance goods. As a result, the goal of this article is to go into detail about the marketing channels for insurance products in public marketing. Keywords: Marketing Channels, Distribution, Insurance

Development of real estate marketing – trends for the future

Real estate marketing has changed fundamentally over the past twenty years, mainly due to digital technologies. Due to the availability of online platforms as intermediary websites, the complexity of interaction relationships between providers, demanders, and real estate agents has increased. The study takes the perspective of real estate agents and uses the example market of Cologne/Bergisch-Gladbach to show what new potential digital channels offer for the reach and intensity of real estate marketing. Real estate agencies are challenged to evolve technologically, but then have a wider inventory of marketing channels and presentation options at their disposal. In the future, social media and video streaming platforms could further revolutionize property marketing, offering further potential to proactive providers, especially in terms of property branding and international sales.


The tomato plant has a short life cycle, it can grow to one to three in hight. This study aims to determine the marketing channels of tomatoes in East Lombok Regency and to determine the efficiency of tomato marketing on farmers’ income in East Lombok Regency. For that, we can know how many marketing channels are in East Lombok Regency and whether the marketing channels are efficient. The study uses descriptive methods. The techniques used are survey and interview techniques. The study is conducted in Lombok east district, by taking three subdistricts as sample locations impressively sampling are Suralaga, Aikmel and Wanasaba district with consideration of the subdistrict have the largert harvest and highest production. The number of  respondents was conducted quota sampling as is established by as many as 30 farmers. Whereas the approval of the responders was done by the method of snow ball. Data analysis using order line analysis and marketing efficiency analysis. Research shows that the marketing margin on channel I is Rp 3000 and the second marketing channel is 5000 in efficiency on channel I is 12.57and channel II is 44.31. Farmers share to channel I is 80% and channel II is 66.67%. So every marketing channel is efficient


This study aims to analyze the flow of tilapia trade in Harau Regency and the function of the trading system carried out in marketing tilapia in Harau Regency. The research was conducted in Solok Bio-Bio Village, Harau Sub District, Lima Puluh Kota Regency. The research sample was tilapia cultivation farmers selected by random sampling and tilapia marketing channels in Solok Bio Bio Village, Harau Sub District, namely traders and retailers using the snowball sampling method. The results showed that there were three patterns of tilapia marketing channels in Harau Sub District, namely Channel 0: Farmers → Final consumers; Channel II: Farmers → Retailers → Final consumers; Channel III : Farmers → wholesalers → Retailer → Final Consumers. The trading functions carried out include the functions of selling, buying, grading, transporting, storing and facilitating.

Struktur, Perilaku dan Kinerja Pemasaran Ikan Cakalang di Kabupaten Halmahera Selatan

Skipjack tuna is the result of the main capture fisheries in the South Halmahera district which experienced significant growth of 4,2 percent during the 2016-2018 period, but increased production experienced constraints in the marketing system and caused income uncertainty for fishermen and traders. The purpose of this study was to determine the marketing system of skipjack tuna in the South Halmahera Regency using a structural, behavioural, and performance (SCP) approach. The sampling method uses snowball sampling which started with 68 fishermen. The results showed that the market structure formed was an oligopsonistic market structure and there was a barrier to market entry of 14 percent. Meanwhile, market behaviour shows that fishermen only act as price takers. Based on the marketing margin analysis, there are 10 (ten) skipjack fish marketing channels. Judging from the value of large skipjack fish, marketing channel 7 has the highest margin value of 70,4 percent and the lowest is channel 8 of 53,9 percent. Meanwhile, the marketing channel of small fish the highest margin value is marketing channel 9 of 73,9 and the lowest is channel 9 of 65,1 percent. While the value of farmer share, channel 1 has the highest value of 70 percent and the lowest is channel 7 of 36 percent. Overall, skipjack tuna marketing channels have not been efficient.

Efektivitas Pemberian Alokasi Kamar pada Biro Perjalanan Wisata: Kasus di Hotel The Kuta Beach Heritage Bali

Despite the rapid development of online travel agents who market hotel rooms via the internet, traditional travel agencies also still play an important role in marketing and booking hotel rooms. As The Kuta Beach Heritage hotel still utilizes and uses room marketing channels through offline travel agencies. This study aims to determine the effectiveness of providing room allocation or room allocation to travel agents at The Kuta Beach Heritage Bali. The data used is secondary data in the form of production from each travel agency and given room allocation. While the primary data was obtained through interviews with various related parties at the hotel. Data were analyzed quantitatively and qualitatively. The results showed that the utilization of room allocation by the travel agency had not been maximized or had not been able to achieve the target given by the hotel, which was 60%. The practical implication of this research is the need for innovative efforts to increase the production of room nights by both hotels and travel agencies

Saluran Pemasaran Dalam Memasarkan Produk Asuransi

Marketing channels carry out the work of moving products from producers (insurance companies) to consumers/customers. It can overcome the time, place, and ownership gaps that separate products and services from those who need and want them. In practice, this marketing channel must also have product marketing channel management in accordance with OJK regulations. As well as any conflicts that occur in the marketing channel in marketing insurance products. Therefore, the purpose of this article is to provide an explanation of the marketing channels in detail in marketing insurance products to the general public.  

The Future Prospect of Digital Marketing in the Malaysian Context

Under the globalization trend, digital marketing is part of the digitalization practices in the business world. Many organisations, companies and firms have practised digital marketing in their businesses, to start, explore or expand their markets. Digital marketing enables companies to achieve marketing objectives with digital technologies. In the advanced countries, such as US, UK, Japan, Australia, Singapore, etc., many organizations and industrial practitioners have implemented digital marketing practises that have changed from brick and mortar to online business channels. Like other forms of marketing channels, digital marketing has its benefits and pitfalls. This paper discusses the threats and opportunities, problems and challenges faced when promoting and expanding digital types of business and digital marketing in Malaysia, such as education, government policies, public awareness and users’ data protection. This paper shed some light on the importance and development of digital marketing in the Malaysian context and, the discussion outcomes raise further awareness and attention of companies to implement digital marketing in their business activities.

Effects of Advertising Through Different Digital Marketing Channels on Consumer Buying Behavior in Bosnia and Herzegovina: A Research Project

Advertising today is different from what is used to be before the revelation of digital marketing channels. The ultimate switch from traditional advertising channels to digital marketing channels has seen a vast expansion, expansion that has been observed in the amount of time users spend on digital devices. We can easily say that advertising is everywhere around us today, with the help of increased usage of technology, smartphones and other electronic devices that are constant during the day-to-day basis of people’s lives. Therefore, it becomes very interesting to research and conclude whether this constant exposure of advertisements on different digital marketing channels have an effect on consumer’s buying behavior towards advertisements of products or services. The main aim of this study is to identify and explain whether through different digital marketing channels advertisements can change the attitude of people regarding products or services and there purchasing behavior from a stand point view of consumers in Bosnia and Herzegovina. To achieve this goal, the analysis of data is based on qualitative data derived from a survey as a primary form of data collection. A research model with three independent variables (social media marketing, email marketing, and mobile phone marketing) and one dependent variable (consumer buying behavior) was developed based on the literature review. The outcomes of this research are going to provide insights of what effects through online advertisement can make changes on the consumer buying behavior.

Export Citation Format

Share document. no longer supports Internet Explorer.

To browse and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

  • We're Hiring!
  • Help Center

paper cover thumbnail

An Analytical Study of Apple Marketing Channels in Himachal Pradesh, India

Profile image of Rashmi Chaudhary

International Journal of Bio-resource and Stress Management

Related Papers

South Asian Journal of Social Studies and Economics

Shallu Sehgal

Analysis of marketing channel and marketing efficiency is an important tool through which one can understand the how different marketing channels and marketing intermediaries can influence the returns received by producers and price paid by consumers. The present paper discusses the marketing channels, marketing efficiency, marketing cost and marketing margin in Jammu & Kashmir through which the apple move from producer to consumer. Study reveals that channel-I in Baramulla, Channel-II in Kupwara and Shopian is popular among the farmers because most of the sample apple growers sell their produce through these channels. It has been observed that larger the number of intermediaries between producers and consumers lead to higher marketing cost and vice-versa. The analyses reveal that Channel-II has the highest marketing cost. Lower the marketing cost, higher will be the marketing efficiency and vice-versa. Further, results observes that in Jammu & Kashmir Channel-V is more efficient th...

research paper on marketing channels


Amod Sharma

An attempt has been made in this paper to evaluate the price spread of apple in the state of Jammu and Kashmir; the study is confined to Baramulla and Pulwama district with 35 growers, who were selected randomly from six selected villages considered to collect the required information. The primary data were collected from the apple growers through personal interview method with the help of well prepared pre tested schedule for the year 2019-20. For the present study 4 marketing channel were identified for the transaction of apple i.e.; Producer - Aratiya - Wholesale - Retailer - Consumer; Producer - Pre-harvest Contractor - Wholesaler - Retailer - Consumer, Producer - Post-harvest - Contractor -Wholesaler - Retailer - Consumer and Producer - Commission Agent - Wholesaler – Retailer - Consumer. Thus it can be concluded that the apple business in Kashmir is more remunerative. This enterprise is not only profitable and financially viable but also provides employment to large number of ...

Indian Journal of Agricultural Sciences

Subhasis Mandal

Dr. Manjeet Singh Nain

Marketing of fruits has become a very important concern in India nowadays. Efficiency in marketing system can be improved by identifying the constraints faced by farmers and formulating appropriate strategy to ameliorate the constraints. A study was conducted to find out the constraints faced by NERAMAC (North Eastern Regional Agricultural Marketing Corporation Limited) as an organization and the fruits growers in Assam. The results showed that the NERAMAC beneficiaries of fruit crop growers ranked less intensity of advisory services and storage of harvested produce as the first and foremost major constraints in fruit production and marketing. The non-beneficiaries ranked fluctuating market price and finding appropriate market price of produces as first and second constraint, respectively. Lack of proper management of work and poor cooperation at grass-root level were the prominent organizational and functional constraint


Apple is one of the most widely cultivated fruit in the world. It is the importance of food value being wealthy in vitamins, calcium, phosphorus, potassium and organic acids. The mission of the agriculture extension system is transfer and delivery knowledge to farmers. The present study was conducted in Shimla and Kullu districts of Himachal Pradesh State, based on higher area and production of apple crop. Major problems faced by apple growers in production were shortage of technical labour, lack of desired chemical fertilisers and plant protection chemicals, financial issues and irrigations problems. Challenges faced during the marketing of apple fruit were lack of cold storage, market supply and demand knowledge, lack of transport and communication channels. The study emphasised the need to develop the proper marketing and processing facilities before its cultivation is popularized on a large scale in the State.

TJPRC Publication

Apple is one of the most broadly cultivated fruit trees in the world. It is of great importance due to its good food value. The main Goal of this research was to identify and analyse the production and marketing allied problems of apple growers in Shimla district of Himachal Pradesh. The study sample of the apple growers by randomized technique was 70 people. The results indicated that apple growers have serious problems in the production stage related to labour, cost and availability of fertilizers & chemicals. Also there are limitations in marketing related to lack of specialized labour, packaging material, mal practices, storage problems, transportation and market intelligence. Apple growers'awareness about apple production and marketing was in average level. Therefore, agricultural educators and the concerned organizations in the society must pay attention to these problems and have a particular agenda to solve the same in due course of time.

Gautam Kakaty

Amit Guleria

Apple (Malus x domestica) accounts for 50% of the world's deciduous fruit tree production. Apple, commonly known as a temperate crop, has become a gainful cash crop for the people in northwestern Himalayas. The objective of the study was to determine the socioeconomic status of growers involved and how different socioeconomic factors influence production in Mandi district of Himachal Pradesh. The analysis was based on data based on survey of 60 farm households. The result revealed that the value of regression coefficients were 7.33 for area under apple cultivation, 3.84 for educational attainment and 24.86 for marital status were found significant and positively related with yield of apple. Marketing efficiency was examined and highest in channel A (4.90) followed by channel B, C and D which means channel A was more efficient. But the maximum quantity transacted from channel D (66 %) followed by channel C, B and D. It can be observed that producer's price varied from Rs. 3986 to Rs. 4700 among different channels. Information on market potential, price and market intelligence is required to be collected through market survey so that proper marketing strategy could be formulated. A sound data base of market potential along with their potential needs to be created.

Economic and Regional Studies / Studia Ekonomiczne i Regionalne

Choote Lal , sumista rani

Subject and purpose of work: The study aims to analyse the existing marketing system along with marketing channels, costs, margins, and marketing efficiency. Materials and methods: The study was conducted in the districts of Sirsa, Sonipat and Yamuna Nagar in Haryana during the year 2020–21. The study was based on primary data collected from a field survey with the help of a pre-tested questionnaire. A simple tabulated method, price spread, and market efficiency analyses were employed. Results: The study revealed that the producer share in terms of consumer rupees is the highest in Channel VI, followed by Channels IV, V and II. Channel VI is the most efficient channel due to the absence of intermediaries. Channel I is the least efficient due to the greatest number of intermediaries present in this channel. Conclusions: The study has suggested that the government should regulate the fruit trade so that the involvement of mediators in the fruit market may be reduced. Cold storage shou...



The Journal of Organic Chemistry

swaminathan sivaram

Journal of Cardiovascular and Thoracic Research

Dr. Rajasekhar Durgaprasad

اولین کنگره بین المللی بهداشت مواد …

Mahmuda Yasmin

Abdul-lateef Molan

Enzo Orsingher

The Korean Journal of Critical Care Medicine

Susana Zuniga

Zhihao Xiao

Brazilian Journal of Health Review

Camila Soligo Bernardi

Muhammad Muqeet

Energy Procedia

Nithitorn Kongkaew

Bob Pokorny

Advanced Solid-State Lasers Congress

Patrice Camy

Jordan Journal of Pharmaceutical Sciences

romany thabet

Journal of Sound and Vibration

Javaid Ahmad

Classica - Revista Brasileira de Estudos Clássicos

Tereza Virgínia Ribeiro Barbosa

The Indian Journal of Agricultural Sciences

Debojit Sarma

Denny Sukma Eka Atmaja

Health Notions

I Gusti Ayu Karnasih

Armansyah Putra


OSH University

Faisal Bashir

Applied Sciences

Franyelit Suarez

Ser Prospectivo en Tiempos Disruptivos

Journal of Medicinal Plants Research

See More Documents Like This

  •   We're Hiring!
  •   Help Center
  • Find new research papers in:
  • Health Sciences
  • Earth Sciences
  • Cognitive Science
  • Mathematics
  • Computer Science
  • Academia ©2024


  1. A Study On Digital Marketing And Its Impact

    research paper on marketing channels

  2. 🌷 Marketing paper sample. Free Marketing Research Paper Samples and

    research paper on marketing channels

  3. The Most Effective Marketing Channels

    research paper on marketing channels

  4. What is Omnichannel Marketing? Implementation, Benefits & Challenges

    research paper on marketing channels

  5. 8.2 Typical Marketing Channels

    research paper on marketing channels


    research paper on marketing channels


  1. 02 Marketing Channels in the Supply Chain DISTRIBUTION MANAGEMENT

  2. Unit -8 ||Marketing Management|| UGC NET PAPER-2 COMMERCE Syllabus

  3. Class 10 Marketing & Sales CBSE Sample Paper 2023-24

  4. CH -21| PART -8

  5. Class 10 Marketing & Sales CBSE Sample Paper 2022 -23 section B

  6. marketing question paper 2024


  1. The Evolution of Marketing Channels: Trends and Research Directions

    marketing channels, the authors evaluate extant literature from four perspectives: (1) key theories. and constructs, (2) marketing channel strategies, (3) units of analyses, and (4) substantive ...

  2. The Evolution of Marketing Channel Research Domains and Methodologies

    More specifically, in this paper, we compile 362 channels research articles published in nine respected marketing and management research journals over the time-span of 1944-2014. With 177 of the 362 papers, empirical studies represent the largest group, while 130 articles are microeconomic model-based contributions, and 55 are primarily ...

  3. The Evolution of Marketing Channels: Trends and Research Directions

    Marketing channels have been studied using different theoretical frameworks, which we group parsimoniously into two major schools of thought in Table 1 (Gattorna, 1978, Stern and Reve, 1980).Economics-based, theoretical approaches tend to emphasize economic efficiency or functional optimization as means to reconcile situational constraints and costs through channel design, as well as profits.

  4. A thematic exploration of the evolution of research in multichannel

    While the launch of e-commerce in the 90-s gave a significant boost to research in multichannel marketing, the scope and nature of the inquiries have continued to evolve. To document this evolution of multichannel research, we conduct an in-depth review of 181 marketing papers in the domain, published between 1995 and 2021.

  5. The Evolution of Marketing Channels: Trends and Research Directions

    This article provides a comprehensive review of marketing channels research from 1980 to 2014. To present a multidimensional view of marketing channels, the authors evaluate extant literature from four perspectives: (1) key theories and constructs, (2) marketing channel strategies, (3) units of analyses, and (4) substantive topics in channels ...

  6. Trends and patterns in digital marketing research: bibliometric

    The main goal of this paper was to examine the conditions for part-time and in a graphical way. Based on the trend of the average citations per year (Fig. 1), the largest number of average annual citations (5.85), was obtained by six publications released in the year 2004.There were two more peaks in the average citations per year in the years 2009 and 2014 with 23 and 52 documents and 2.49 ...

  7. The Evolution of Marketing Channels: Trends and Research Directions

    A marketing channel refers to "a set of interdependent organizations involved in the process of making a product or service available for use or consumption" (Palmatier et al. 2014, p. 3). Early research on marketing channels derived predominantly from work in economics (Coase 1937), which views channels of distribution as flows of goods or ...

  8. Developing the Integrated Marketing Communication (IMC) through Social

    The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity, brand image, and company performance in the present marketing competition. This research aimed to track the evolution and advancement of the IMC ...

  9. Communication Strategies in Marketing Channels: A Theoretical

    Anderson Erin, Lodish Leonard, and Weitz Barton (1987), "Resource Allocation Behavior in Conventional Channels," Journal of Marketing Research, 24(February), 85-97. ... "Interorganizational Relations in Distribution Channel Dyads," working paper, Norwegian School of Economics and Business Administration, Bergen-Sandviken, Norway.

  10. A Review on Research During COVID 19 and Call for Research on Marketing

    Price and margin negotiations in marketing channels: An experimental study of sequential bargaining under one-sided uncertainty and opportunity cost of delay: Marketing Science: Kennedy et al. Integrating public policy and public affairs in a pharmaceutical marketing program: The AIDS pandemic: Journal of Public Policy and Marketing

  11. PDF The Evolution of Marketing Channels: Trends and Research Directions

    review of marketing channels research from 1980 to 2014. To present a multidimensional view of marketing channels, the authors evaluate extant literature from four perspectives: (1) key theories and constructs, (2) marketing channel strategies, (3) units of analyses, and (4) substantive topics in channels research.

  12. Setting the future of digital and social media marketing research

    The literature has identified variances in attitude to social media, depending on the size and type of the company. B2B companies tend to perceive social media as having a lower overall effectiveness as a marketing channel and categorize it as less important for relationship building than other communication models (Iankova et al., 2019).

  13. marketing channels Latest Research Papers

    Find the latest published documents for marketing channels, Related hot topics, top authors, the most cited documents, and related journals ... Research shows that the marketing margin on channel I is Rp 3000 and the second marketing channel is 5000 in efficiency on channel I is 12.57and channel II is 44.31. ... This paper discusses the threats ...

  14. Advance Selling in Marketing Channels

    Abstract. Manufacturers and retailers often advance sell seasonal products or services (e.g., holiday decorations, summer or winter entertainment). The authors examine advance selling in marketing channels to offer several insights. First, it is well established that a decentralized channel suffers from the issue of double marginalization; that ...

  15. Omnichannel Marketing: The Challenge of Data-Integrity

    Existing research on omnichannel marketing has emphasized that this means that firms need to integrate and optimize across channels rather than within channels. In this paper, we argue that questions of data integrity are now at the forefront of the challenges that firms face embarking on omnichannel marketing strategy.

  16. Digital marketing: A framework, review and research agenda

    Research has shown spillover effects among the online marketing channels and between online and offline channels. For example, Rutz et al. (2011) found a spillover effect from paid searches to subsequent direct visits. Li and Kannan (2014) also found strong spillover effects across channels when examining six online marketing channels.

  17. (PDF) An Analytical Study of Apple Marketing Channels in Himachal

    The present paper discusses the marketing channels, marketing efficiency, marketing cost and marketing margin in Jammu & Kashmir through which the apple move from producer to consumer. Study reveals that channel-I in Baramulla, Channel-II in Kupwara and Shopian is popular among the farmers because most of the sample apple growers sell their ...

  18. Exploring the Role of Omnichannel Retailing Technologies: Future

    Omnichannel retailing has emerged to be an important strategy of modern retail (Cai & Lo, 2020).In contrast to multichannel retailing which focuses on optimising individual channels, omnichannel retailing requires the integration of all touchpoints to create a seamless experience for customers (Mishra et al., 2021).Verhoef et al. (2015) define omnichannel management as 'the synergetic ...

  19. International Journal of Research in Marketing

    Prior research is rife with applications of digital communication (Kannan et al., 2017).We structure these applications along two key dimensions, source and recipient that form the x- and y-axes, respectively in Fig. 1.We chose these dimensions because they are consistent with the sender and receiver elements in the sender-message-channel-receiver-noise-feedback model of communications (Weaver ...