DOI: 10.21121/eab.202600235 ISSN: 1303-099X

DIGITAL HEALTH MARKETING LITERATURE: A BIBLIOMETRIC AND CONTENT ANALYSIS

Pınar Özkan, İpek Deveci Kocakoç
Show PDF Cite
This study aims to examine academic publications in the field of digital health marketing through bibliometric and content analysis, in order to identify current trends, research gaps, and future directions. The analyses revealed that topics such as e-health, mobile health applications, and telemedicine are prominent in digital health technologies. It was observed that research in this field increased rapidly after the COVID-19 pandemic. The United States was found to be the leading country in terms of both publication and citation counts, while China ranked high in publication volume but remained behind in academic impact. The findings indicate that artificial intelligence, data security, and innovative strategies to enhance user engagement will be significant areas of future research in digital health marketing.

More from our Archive