The purpose of this study is to review global research trends in digital marketing as it refers to micro-entrepreneurs in a bibliometric methodology. An extensive search of open-access publications found in the Dimensions AI database during the period 20242025 with Leading authors, institutions, countries, and thematic clusters were visualized using VOSviewer performance, co-citation, and co-occurrence analysis. The results indicate that Asia, especially China, India, Malaysia, and Indonesia have emerged as a major source of this body of literature. The three key areas of research were identified as global digital strategies, new social media analytics, and influencer marketing to engage consumers. Despite these developments, gaps in the research on micro-entrepreneurs in developing nations and in qualitative research perspectives remain. Overall, The study draws different articles into rational subject groups and is accompanied by a conclusion that the body of existing research offers both theoretical integration and practical insight to entrepreneurs and policymakers willing to use digital marketing to promote their small businesses growth in the long term.

Consumer decision-making has been transformed by digital platforms and social media. User-generated content (UGC) and electronic word of mouth (eWOM) have a leading role in influencing purchase intention. Despite the increased academic interest. Nevertheless, studies are still disjointed in terms of industries, regions and platforms. This paper is a systematic bibliometric review of eWOM and UGC, and purchase intention. Studies that are published within the last four years, 2020-2024. Based on the Dimensions AI database. 249 open-access articles were analysed using VOSviewer software in terms of performance, co-citation, and co-word analysis. The results indicate that publications have been on a consistent increase, which indicates more academic attention to the subject of digital consumer behaviour. The volume of publications is mostly at the forefront of Southeast Asian universities, in Indonesia. Whereas Western establishments like Swansea University generate fewer but well-cited works. Three themes were identified: eWOM as a marketing strategy, credibility and brand equity in purchase decisions, and platform-specific influences in social commerce. The research has identified credibility, content quality, and platform adaptation as some of the most important elements of consumer trust, which can be used by marketers, researchers, and policymakers.