NEW MEDIA MARKETING IN E-COMMERCE: TRENDS AND STRATEGIES

Y. Wang, Assel K. Kozhakhmetova

2026

Closed access Metadata (CSL-JSON)
DOI 10.63881/ejent2026v2i3a6
Data confidence 70 medium
How this score is calculated

It is built from checkable properties of the record itself: whether the article has a DOI, how many independent sources confirmed its data, whether the required fields are filled in, and how recent the latest confirmation is. Disagreement between sources and a missing identifier lower it. A value of 80 or above means the record was published without further checking; 60 to 79 means it is published at reduced confidence, with a manual check advisable. A record verified by an editor by hand is never pushed below 90 by a recalculation. This scores our data about the article, not the article itself.

Abstract

The rapid development of digital platforms has transformed new media marketing from an auxiliary promotional channel into an increasingly integrated component of e-commerce. Short-form video, live-streaming commerce, social commerce, influencer marketing, visual storytelling, and data-driven personalization have expanded the ways in which firms attract, engage, and convert customers. At the same time, content homogenization, platform dependence, trust and authenticity risks, rising traffic and creative costs, data-governance requirements, and shortages of specialized digital talent constrain sustainable adoption. This study applies bibliometric science mapping to examine research on new media marketing in e-commerce during 2015–2025. Records were retrieved from the Web of Science Core Collection and Google Scholar using conceptually equivalent search logic adapted to each database's technical capabilities. Extraction was completed in March 2025; therefore, records dated 2025 cover January–March only, and the bibliometric analysis was carried out in May 2026. After screening, we retained 1,116 eligible publications, comprising 1,064 journal articles and 52 review articles from 286 journals. The dataset contains 3,075 unique authors, 13,957 cited references, and 4,768 author keywords. VOSviewer was used for country and keyword network visualization, while CiteSpace was used for temporal and cluster-oriented analysis. The findings reveal three interrelated strategic dimensions: content innovation, consumer-behavior-driven marketing, and full-funnel business strategy. The research trajectory moves from social-media advertising and electronic word of mouth toward short-form video, live-streaming commerce, digital transformation, and AI-assisted marketing. The study contributes an integrated knowledge map while identifying the principal organizational and market barriers that should be addressed in future research and managerial practice.