Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Awasthi, Yashmita; Srivastava, Anubha; Uppal, Aakanksha; Anand, Vaijayanti; Srivastava, Anjita Title A name given to the resource Digital marketing effectiveness and success factors for small and medium enterprises Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived International Journal of Entrepreneurship and Small Business;Volume;58;Issue;1;pp.85-109 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1504/IJESB.2026.10069190" target="_blank" rel="noreferrer noopener">https://doi.org/10.1504/IJESB.2026.10069190</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105038910865?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105038910865?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Awasthi Y., Christ University, School of Commerce, Finance and Accountancy, Bengaluru, India; Srivastava A., Department of Management Studies, Institute of Technology and Science, Ghaziabad, India; Uppal A., Symbiosis Law School, Constituent of Symbiosis International (Deemed) University, Uttar Pradesh, Noida, India; Anand V., Department of Management Studies, Institute of Technology and Science, Ghaziabad, India; Srivastava A., Budelkhand University, Uttar Pradesh, Jhansi, India Description An account of the resource Digital marketing is crucial for the organisation success. Therefore, this paper explores how research in digital marketing can enhance marketing strategies, drive consumer engagement and boost revenue generation. It highlights how businesses of varying sizes can leverage these insights to thrive in the competitive online market. The study conducts a bibliometric analysis of digital marketing research, tracing its evolution from inception to present day. Focusing on authorship patterns, international collaborations, and geographical influences, it assesses the potential future impact of research in this area. Using the Scopus database, 1,126 relevant articles were selected for detailed analysis. Employing the R Software and bibliometric package, an extensive scientific mapping analysis was performed. The findings present a thorough exploration of author contributions, source evaluations, document analytics, cluster mapping-citations, and collaborative networks. These findings provide valuable guidance for researchers and practitioners interested in emerging domain of digital marketing. Copyright 2026 Inderscience Enterprises Ltd. Subject The topic of the resource bibliometric analysis; digital marketing; factor analysis; R Studio; science mapping Publisher An entity responsible for making the resource available Inderscience Publishers Relation A related resource ISSN: 14761297; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online