A Bibliometric Analysis of the Internet of Things in Digital Marketing

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Abstract
This study conducts a bibliometric analysis of scientific production on the Internet of Things (IoT) applied to digital marketing, based on data from Web of Science and Scopus between 2012 and 2025, using the terms “Internet of Things” OR IoT AND “Digital Marketing” OR “Online Marketing” OR “Internet Marketing.” The findings show that publications increased more rapidly starting in 2020, with the United States, China, and India having the largest volumes, and Romania and Egypt having a significant relative influence. Digital marketing, the Internet of Things, artificial intelligence, big data, digital transformation, e-commerce, and consumer behavior are among the primary issues. The study finds weaknesses in international cooperation, return on investment measurements, acceptance among SMEs, privacy, ethics, and sustainability. The integration of IoT with emerging technologies like AI, blockchain, metaverse, and 5G, its impact on consumers, and developing policies balancing innovation, social responsibility, and legal compliance offer areas for further research.

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