Impacto del marketing digital en consumidores versátiles en la era digital: un análisis bibliométrico
Resumen
Este artículo aborda el impacto del marketing digital en consumidores versátiles en la era digital mediante un análisis bibliométrico. El problema investigado se centra en comprender cómo el marketing digital afecta a los consumidores en un entorno donde la versatilidad y la adaptabilidad son clave. El objetivo del estudio es analizar la literatura académica disponible sobre este tema para identificar tendencias y áreas de interés emergentes. Este artículo analiza el impacto del marketing digital en consumidores versátiles mediante un análisis bibliométrico. Se investigó cómo el marketing digital afecta a los consumidores en un entorno de constante adaptabilidad. El estudio revisó sistemáticamente 160 artículos científicos indexados en Scopus, utilizando técnicas bibliométricas para evaluar la producción académica y las relaciones entre autores, instituciones y temas. Los resultados revelan un interés creciente en la personalización, la experiencia del usuario y la integración de tecnologías emergentes. Se concluye la necesidad de adaptar continuamente las estrategias de marketing digital para satisfacer las demandas cambiantes de los consumidores en la era digital.
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Derechos de autor 2024 María Fernanda Ruiz Pinto, Daniel Dario Constante Portero, Ana Barbara Alvarado Corti, Darío Sebastián López Gamboa
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-SinObrasDerivadas 4.0.
