A Decade of Visual Marketing in a Digital Environment: A Systematic Review
Aditya Nirwana
*
Program Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Malang and Program Studi Desain Komunikasi Visual, Fakultas Sains dan Teknologi, Universitas Ma Chung, Indonesia.
Budi Eko Soetjipto
Program Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Malang, Indonesia.
Agung Winarno
Program Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Malang, Indonesia.
Agus Hermawan
Program Doktor Ilmu Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Malang, Indonesia.
Ounu Zakiy Sukaton
Program Studi Sastra Inggris, Fakultas Bahasa dan Seni, Universitas Ma Chung, Indonesia.
*Author to whom correspondence should be addressed.
Abstract
Aims: This study aims to investigate the extent of research development on visual marketing in the digital environment (digital visual marketing) over the past 10 years (2012-2022) published in Scopus-indexed academic journals. This is accomplished by identifying frequently occurring concepts, research trends, research areas, and philosophical foundations (paradigms) used during this time period.
Study Design: Systematic Literature Review (SLR) – narrative approach.
Place and Duration of Study: Between January 2023 and March 2023.
Methodology: This study employed the Systematic Literature Review (SLR) method by compiling, evaluating, and synthesizing all relevant research related to the topic of digital visual marketing, in order to provide a comprehensive overview of the research that has been conducted on the topic. There are three main stages involved in this process, namely: 1) Planning the review; 2) Conducting the review; and 3) Reporting the review. This study is a general reflection that focuses more on the collection of relevant information that provides context and substance for a particular argument, with informal data extraction, therefore, the SLR conducted falls under the narrative review type.
Results: Based on the inclusion results, reading of abstracts and content of scholarly publications, it can be observed that research with a positivist paradigm dominates scholarly publications on the topic of digital visual marketing in Scopus-indexed journals from 2012 to 2022, accounting for 50% of publications. The remaining paradigms are constructivism (18%), interpretivism (25%), and pragmatism (17%).
Conclusion: With marketing management dominating the field, it can be said that research on digital visual marketing topics is still largely conducted in a “monodisciplinary” manner. Although still dominated by positivism, the use of netnography methods in research, borrowing from critical theory (culture studies) as a form of interpretive paradigm, has recently become an increasingly viable approach.
Keywords: Digital marketing, visual marketing, SLR, Scopus, research paradigm