Digital Marketing in The Property Industry : A Bibliometric Analysis

Abstract

This study maps the development of global research on digital marketing within the property industry through a bibliometric analysis of Scopus-indexed publications from 2019 to 2025. Using Biblioshiny in R, the study examines publication trends, patterns of scholarly collaboration, and the thematic structure of the existing literature. The findings reveal a marked increase in research output since 2019, reflecting growing scholarly interest in the digital transformation of the property sector. Three principal thematic clusters emerge from the analysis: first, digital marketing and artificial intelligence-driven innovation as key catalysts for digitalisation; second, blockchain technology and intellectual property protection as mechanisms for strengthening transparency and trust in digital transactions; and third, sustainable and human-centred innovation as a pathway towards Property Industry 5.0. Building on these findings, the study proposes a Digital-Integrated Property Industry framework that connects digital marketing capabilities, artificial intelligence integration, and the creation of smart property value. Overall, the findings demonstrate that the strategic adoption of digital technologies can enhance operational efficiency, transactional transparency, and competitive advantage within the contemporary property industry.