Abstract:
This study conducts a bibliometric analysis of digital branding-related articles published
between 2015 and 2025 using data from the Scopus database. A total of 349 journal articles were
analyzed to identify key bibliometric indicators, such as publication trends, top authors, most productive
countries, collaboration networks, and the key thematic clusters of digital branding. The Scopus Analysis
function was used to generate publication trends and top author graphs, and VOSviewer (version
1.6.20) was employed to visualize co-authorship networks, keyword co-occurrences, and their
relationships. The findings revealed a continuous increase in digital branding-related publications over
the past decade. Findings also showed that developed economies contributed significantly to the field,
while developing countries showed growing contributions. Keyword co-occurrence analysis identified
six major thematic clusters that highlighted the increasingly interdisciplinary nature of digital branding
research. This study identifies important research gaps in existing literature, including a lack of
international collaboration, digital branding frameworks for developing economies, and integration of
authenticity and technology. The findings contribute to a clearer understanding of the knowledge
structure and thematic development of digital branding literature. They also provide future research
directions based on these gaps.
