MAPPING THE NEXUS BETWEEN DIGITAL MARKETING, E-TRUST, AND E-REPUTATION A SCOPUS-BASED BIBLIOMETRIC ANALYSIS

Abstract

This study maps the nexus between digital marketing, e-trust, and e-reputation through a Scopus-based bibliometric analysis of 229 articles published between 2016 and 2025. Using PRISMA-guided screening and bibliometric techniques, the study examines annual scientific production, citation impact, keyword co-occurrence, thematic evolution, and international collaboration. The findings reveal rapid growth, particularly after 2022, with an annual growth rate of 37.18%, confirming the increasing relevance of trust and reputation in digital environments. The results show that consumer trust is a central and well-established construct, whereas e-reputation remains less consolidated but strategically important. Thematic mapping highlights digital marketing, social media marketing, artificial intelligence, e-commerce, and consumer behavior as key research areas. The study contributes by clarifying the intellectual structure of the field and identifying future research opportunities related to AI-driven marketing, online reviews, influencer credibility, platform trust, and sustainable digital marketing. It also offers practical insights for trust-based digital strategy development globally.