A Systematic Literature Review of Trends in Digital Marketing Research in Romania

In the contemporary world, the significance of technology has become increasingly paramount. Hence, we are living in times in which the theme of digitalization is a transformative force, reshaping our daily lives and fundamentally altering the way we interact, work, and perceive the world around us. The paper aims to conduct a bibliometric analysis of digital marketing research in Romania. A total of 37 studies were found and systematized using inclusion and exclusion criteria. The papers were selected only if they featured research on digital marketing in the Romanian market. Using this search strategy, a literature review was conducted based on papers extracted from the Web of Science database. As a result, 16 papers were evaluated. Although the analyzed articles highlight quite a variety of things, the papers emphasize that digital marketing is an emerging subject in the Romanian market. This paper adds to the existing body of knowledge that digital marketing can be viewed from three perspectives: the impact of digital marketing strategies on consumer behavior in the technology era, exploring the nexus of digital marketing and social media: consumer engagement, trends, and impact, and digital marketing transformations across industries: trends, challenges, and opportunities.